FEATURE ARTICLE:

Paid Search Listings Deliver The Best Return On Investment

According to the Wall Street Journal’s “Ads Click” article (Oct. 29, 2001), pay for placement advertising produced the highest return on investment and won the most points for overall satisfaction. These findings were from the Jupiter Media Metrix "Online Advertising Effectiveness Study", which analyzed the performance of CPC banners, CPM banners, Opt-In Emails, Paid Inclusion Products and Pay for Performance Search. Another Jupiter study, “Paid Search Engine Placement,” highlighted why the pay-for-placement model works. Here are key findings from both reports:

• Respondents who track performance say that they received the highest return on investment (ROI) from pay for placement search when compared to CPC banners, CPM banners, paid inclusion and opt-in e-mail mail (29%).²
• Online advertisers have a significantly higher level of satisfaction with search listings than with any other online advertising method they have used or are currently using (41% of respondents rated search listings as the top choice).²
• When consumers are looking for a product to buy online, 42% use a search engine.¹
• Paid search placement succeeds because consumers find relevant advertiser listings, while advertisers only pay for qualified traffic coming to their site.¹

1. Jupiter Media Metrix, Paid Search Engine Placement, July 2001
2. Jupiter Media Metrix: Online Advertising Effectiveness Study, August 2001