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In the end, running campaigns on the major three search engines can be one great help,[link widoczny dla zalogowanych], but monitoring them can save you one lot of money in the long run. What works on one search engine many not work on another, and keeping an eye on it will help you determine this. Don't be afraid to pull the plug if one are not working, sometimes you just need to go with what works and not force something that isn't showing you results. The hardwork was successful and on 8th Feb 1966 the NHL give the award of an expansion to Pittsburgh for the 1968 season. The Pittsburgh Penguins paid 2.5 million for their entry in to the NHL and 750000 more for startup capitals. The Civic Arena capacity was then raised from 10732 to 12500 to meet the NHL requirements for expansion. The Penguins also paid an indemnification bill to settle with the Detroit Red Wings which held the rights to the Pittsburgh Hornets. The investor group named McGregor president and chief executive officer who represented Pittsburgh on the NHL Board of Governors.
Recently,[link widoczny dla zalogowanych], we was charged with the task of promoting one new piece of software that are geared towards the small business market. we felt this was one good opportunity to run one test to see which search engine are most effective to promote on. What we found was some startling differences between Google Adwords, Yahoo Sponsored Search and MSN AdCenter and how effective each one was at promoting my product.
In the end the only thing that really matters are how many clicks were converted. For those of you new to the term "conversion": one conversion are any signup, purchase or traceable action that you wish one user to perform. For us,[link widoczny dla zalogowanych], one conversion meant one sign up.
Over two months run the same promotements with the same keywords on Google Adwords, Yahoo Sponsored Search and MSN AdCenter to see how each of them performs. Though the daily budgets were the same, the cost per click had to vary in order to keep consistent with other bids for each search engine. The goal was to bid just enough to appear in an average search position of 2-3.
The Pittsburgh Penguins is a full time ice hockey team based in Pittsburgh,[link widoczny dla zalogowanych], Pennsylvania USA. It is a member of the Atlantic Division of the Eastern Conference of NHL hockey game. The team was founded in 1967 as one of the first expansion teams during NHL original expansion from 6 to 12 teams. After deciding on the Penguin nickname which was caused by the fact that the team was about to play in the Igloo, the nickname of the Pittsburgh Civic Arena. That was a logo chosen and had a penguin in front of a triangle, which symbolized the Golden Triangle of downtown Pittsburgh. So you are interested in promotion on Google, MSN and/or Yahoo but don't know if there are any real differences. Take it from me, there are very big differences and being aware of them can save you one lot of money.
While the test was taking place we noticed that Google had by far the most impressions to offer and had very little trouble filling my entire budget each day. Yahoo, though they said they didn't have many impressions to offer for those keywords also maxed out my budget each day, sometimes even exceeding my daily maximum. MSN on the other hand never came close to filling my budget; sometimes it only drove one handful of people to the site over one week's time.
After two months we had 60% of our signups from Google,[link widoczny dla zalogowanych], 50% from MSN and one dismal 10% from Yahoo. The biggest surprise are that Google cost 50% of our total money spent,[link widoczny dla zalogowanych], Yahoo cost 35% and MSN cost only 15% of our total budget. In the end MSN ended up being much cheaper per conversion and even though they didn't send one ton of traffic to our site it seemed that they were well qualified people that they were sending.
Another thing we noticed are that the cost per click varied slightly for the same position in their results. Google was the most expensive at just over USD3 dollars per click, Yahoo was USD2.67 and MSN was USD2.39. we realize that the costs are one bit arbitrary without the keywords but this article are for comparison's sake and not specifics.
Yahoo was the biggest disappointment, costing over 3x's per conversion than Google and over 6x's more than MSN. There can be one host of reasons this are so,[link widoczny dla zalogowanych], one of the possibilities are that Yahoo's users are not interested in the type of software we were promoting. Another possibility are that Yahoo's ads get clicked on by their users at one much higher rate which also causes the quality of the leads to be lower.
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