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The Benefits Of Combining Paid Search And Paid Inclusion

  • YSM Blog , Tuesday, September 2, 2008 12:15 PM

Roger Park posts a quick case study on the benefits of combining PPC and paid inclusion, starring the Lending Tree. "Yahoo! and LendingTree wanted to quantify how using sponsored search ads and paid inclusion listings together increases traffic," he says.

So Lending Tree used paid search and Yahoo's Search Submit Pro--which gives site owners more control over the page title and description that shows up in the organic search results-- and tapped comScore to measure traffic, consumer engagement and conversions. The tests ran over the course of three months, with the paid inclusion ads turned off at metered intervals.

The results found that PPC ads and paid inclusion performed best together, driving a 61% in site visits (as opposed to just PPC ads alone), 135% lift in organic clicks and a 21% net lift in paid clicks.

Read the whole story at YSM Blog »

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