InfoCommerce’s last blog/newsletter had an interesting editorial that centered around this statement: “What’s fueling paid search is the pay-for-performance model, where advertisers don’t pay unless something happens.” The title of the article: In a word: Fair.
Actually the article is a good exploration for pricing of online advertising pricing. How much are leads worth? How much more are quality leads? How does pay-for-performance make for a fair bargain between advertiser and publisher?
My take? The ones charging flat rates (Industrial Quick Search, ThomasNet, GlobalSpec) are big pills to swallow. However, they promise targeted leads…high quality.
PFP sites (business.com, Yahoo/Overture) keep my business because I can maintain a low investment and just pay for performance. Lower quality, lower cost, lower risk.
Meanwhile, pay-for-performance at Google, if looked at annually, can eclipse the flat-rate sites, so the overall cost is similar. Google Adwords has proven performance and quality…probably the best value of the bunch.
Anyway, as a marketer, I depend on a mix of sites to gain visiblity and quality clicks/leads. The mix I use is strongly influenced by the site’s pricing model, as well as percieved quality.
Dave,I have the greatest respect for your opinions due to the great cost effective job you do of getting great ranking on the search engines for your company.But, awhile back you mentioned that you would give more detail on your opinion of IQS, ThomasNet, and GlobalSpec. Any chance of doing that soon?
Dave,I have the greatest respect for your opinions due to the great cost effective job you do of getting great ranking on the search engines for your company.But, awhile back you mentioned that you would give more detail on your opinion of IQS, ThomasNet, and GlobalSpec. Any chance of doing that soon?
Yes, I know. I will be putting together a presentation for the InfoCommerce conference next month. I don’t have an exact agenda yet, but was going to look at making some comparisons between the big directory sites. That content will spill over here.
Yes, I know. I will be putting together a presentation for the InfoCommerce conference next month. I don’t have an exact agenda yet, but was going to look at making some comparisons between the big directory sites. That content will spill over here.