Enqusite, does expert clickstream analysis and prowls for invalid clicks in an effort to improve the cost-effectiveness of pay per click (PPC) ads by eliminated misplaced ads.
They report that Yahoo! ran a test last month in which it displayed Google-driven results beside approximately 3% of US search results. Since Google has a much larger inventory of PPC advertisers to draw from than Yahoo! does, it has a better chance of finding the right ads against keyword queries. The experiment showed that ads injected from Google’s AdWords network converted better and drove higher revenues.
In Enquisite’s view, the integration of AdWords into Yahoo!’s content stream is bound to lead to a greater number of campaign placement errors, those that show ads in areas or at times outside campaign parameters set by the advertiser. While PPC advertisers can expect to see greater traffic as the contextual relevance of pay per click ads in the Yahoo! network improves Enqusite anticipates advertisers will also see a larger number of misplaced ad placements leading to a greater number of invalid clicks.
Filed under: AdWords, Enquisite, Google, Yahoo | Tagged: AdWords, click-stream analysis, Enquisite, Google, Yahoo
