WebDiggin.com: An Adventure to Make Money Online

Yahoo, Google, and Etology are three of the many services online that allow you to buy traffic by placing carefully worded ads on their sponsored search engine pages and content network pages. The words you choose can mean a 1 or 2% difference in the click-through-rate of your ad – which may seem insignificant, but can really affect the quality index of your ad. A better click-through-rate for your ad can mean a higher quality index which can result in cheaper advertising costs (through lower keyword bids) or increased revenue (through better conversion rates due to better positioning on the search pages).

Here’s what I’ve learned so far. I ran identical ads on identical keywords using identical key word bids, except in one ad, I used the term discount, while in the other ad, I used the term cheap. (As in Buy discount books vs. Buy cheap books)

Over a month, the click through rates differed by about 1%:

Discount: CTR = 1.21%
Cheap: CTR = 0.31%

I ran a similar experiment using identical ads, except using different display URLs. My most successful ad ran at about a click through rate of 2.23% while the least successful ad was around 0.13%.

Bottom line? Make sure you run multiple ads when you are fine-tuning your campaign to see which wording works best. Also make sure that you don’t delete or edit the ads that are working because even a simple change will result in a drop in ad performance. (Apparently ad history plays a role in determining the quality index of your ad.)

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