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10.545% Average CTR on PPP Sponsored Posts

I don't know how many blog postings and articles I have read that have falsely assumed that readers don't click through on sponsored posts. People like Jason Calancanis, Mike Arrington and others would have you believe that nobody is interested in this content and the value it provides. I believe many of these people are the same people that said nobody would ever click on a sponsored search result (enter Google representing 1/3 of all online ad spending on the back of sponsored search).

We now have data from over 40k bloggers and 8k advertisers to prove the naysayers wrong. The truth is that not only do people click on sponsored posts, on average they click through at a higher rate than any other media I am aware of. 10.545% average CTR to be exact (this is an average over all opportunities, obviously some will be much higher and some will be much lower).

My experience in buying Google AdWords is to expect an average of somewhere between .5-1.5% CTR. Sure, I have had keyword campaigns that might have hit as high as 5% or 6% in extreme cases (like buying the keyword "payperpost"), but that is few and far between. I also know that a good campaign on MySpace might deliver a .05% CTR and that other campaigns I have run through Adbrite and similar media networks deliver a lower CTR than search marketing in my experience.

What does this all mean? Does it mean you should dump search or display advertising? No. I have always been a big believer in diversified media campaigns. What it does mean is that sponsored content delivers eyeballs and real, qualified traffic to your site.

UPDATE : There has been talk in the comments about the purchase of products that Posties have been exposed to. Did you buy something you saw on PPP? Let us know in the comments below.


 

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PayPerPost definitely should be part of your media plan:We now have data from over 40k bloggers and 8k advertisers to prove the naysayers wrong. The truth is that not only do people click on sponsored... [Read More]

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Comments (RSS)

CyberCelt said...

Its been dugg and I blogged about it. This is great news. Well done, Ted and all you hard-working folks at PPP.

Aug 1, 2007 7:58:50 PM

Teresa said...

I've had a few comments left on my site where the reader tried out the product/service I wrote about, so I know many of my readers have been clicking. I thought that was nice of them to come back and let me know how it worked out (all of which were positive experiences for them).

Aug 2, 2007 12:33:47 AM

scart said...

honestly, the purpose of my adsense or sponsored search is for my additional blog decoration i know its sounds weird but that's what i thought. From my point of view, website without adsense or any ads looks boring or looks empty. I'm so glad that i've known payperpost. You guys rock! Keep it up!

Aug 2, 2007 1:17:16 AM

Krissy said...

Just looking into my Wordpress stats I can tell that Google is playing a big roll in helping out the advertisers as well. My sites picked up quite a few times based on recent reviews and clicks out are just as high. I think it's a benefit for everyone involved, honestly.

Aug 2, 2007 2:31:45 AM

Adam said...

What many people (including advertisers) also don't realise is that the bloggers themselves are potential customers. I have signed up with and also bought products and service from several advertisers that I blogged about including Vistaprint, HP, among others. Also one of the reasons why I am opposed to the advertisers barring blogspot users.

Aug 2, 2007 6:08:37 AM

Kelito said...

You tell em!

Aug 2, 2007 8:31:51 AM

Tim said...

Dugg and blogged about my own CTR on paid posts.

Aug 2, 2007 8:37:34 AM

Kat said...

I have bought products I blogged about. Those high gloss business cards I have? That was an opp for 123Print.
They gave me an awesome deal, a great product, and fast shipping.

So yes, even the bloggers who are writing the opps, are potential customers.

Aug 2, 2007 3:50:36 PM

Graphictruth said...

A ten-percent plus return on any form of marketing is nearly unheard-of. (any way of finding out what MY clickthru ratio is?

Seconded on the "don't block blogspot accounts." Some of the heaviest hitters in the political blogging world use blogspot. Why? Because otherwise they may be targeted with denial of service attacks. Happened to me - so now I use blogger with the remote host option. It means that if my host does get hacked, I will have a remote-hosted backup. But I have other blogs soley hosted on blogspot.

If you choose, you can just go to godaddy.com (my favorite registrar and my host; would love to blog about them via PPP, I recommend them highly) and point your domain to your blogspot address. They can even mask it so it's not obvious.

I'm looking forward to having other blogs to post to so my opportunities widen - but there's a feature I'd like to have added anyway. Just a little more room in the biography area (or a link to a bio page) that indicates where it is. I've got a bizarre range of things that I'm familiar enough with to speak about. It would be nice if advertiers could ask for bloggers with particular interests and expertises that they might not ordinarily blog about.

Oh, and another idea that crossed my mind - many blogs like Graphictruth.com have topic engines; for instance, you can find all my payperpost entries indexed under "payperpost." Well, I'd be interested in taking on a paid topic. Say, blog about a product or service for a month or more, a couple times a week. Now, imagine what a couple three bloggers doing that will do to your search engine placement!

A last mention intended for both advertisers and posties - if you see a blog you'd LIKE to be posting about you, or a site you'd LIKE to write about, drop them an email. Might be worth having your pitch on Google Notepad or something like that...

Aug 3, 2007 4:26:11 PM

Robert MacEwan said...

A review of your stats will clearly show folks clicking through.

Aug 3, 2007 8:54:11 PM

Daethian said...

Not yet but there are some sites I have bookmarked to remember for the future.

Aug 3, 2007 10:46:41 PM

Ron said...

I have purchased several items as a result of doing posts for PPP. For example, I bought a headlight cleaner kit after writing about my need for one. This lead to a follow-up post on how well it worked (pictures included).

As posties, we're only a group of 40,000 consumers (for the moment). Yet, do the advertisers should realize that we have a multiplying effect on our numbers through our blogs? I believe we are a potent market in and of ourselves. I guess that's why it is frustrating to see an interesting opp, and because I'm not qualified, I can't see a link to learn more about it. There have been several opps that I know I could have used their product or service. And had they been memorable enough, there would have been a free post about them. Hopefully in a future version of PPP, opps will take advantage of this postie market and potentially free blogging. Yes?

Sep 1, 2007 9:21:19 AM

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