Access the full text.
Sign up today, get DeepDyve free for 14 days.
Economist
Business: the un‐Google; internet search engines
E. Burns
E‐commerce spending up for 2007 holiday and year
J. Pinkerton, A. Gray
Retail in a Google world
comScore Networks
comScore releases March US search engine rankings
V. Kopytoff
Yahoo, eBay join forces in defense against Google
William Grey, Thomas Olavson, Dailun Shi (2005)
The role of e-marketplaces in relationship-based supply chains: A surveyIBM Syst. J., 44
Purpose – Smaller companies must continually review the pay‐per‐click (PPC) option or an organic listing on search engines. The purpose of this paper is to present a case study of a small manufacturing firm that is beginning to evaluate which search engine, Yahoo or Google, is more cost effective. Ultimately, management would like to identify if PPC advertising is worth the cost to a small company. Design/methodology/approach – A one month's section of data from Yahoo and Google was examined. Patterns or indications as to which key word landed a better bid position was determined. Seven consecutive campaigns for click‐through rates (CTRs), average cost per click (CPC) and average position of keywords between the search engines Yahoo and Google were observed. Findings – The average CPC was higher with Google. Kennedy Incorporated set a budget with Google and Yahoo to stay below a certain dollar limit, thus the total costs were the same. That would make the difference in the average CPC rather significant. Management also noticed a higher CTR on Yahoo than on Google. Thus it appears that Yahoo outperformed Google most of the time in the monthly samples. Research limitations/implications – Longer historical data need to be studied, to see if these patterns continue. Other statistics that would be interesting to examine are data that would reveal how CTR in Yahoo and Google are affecting conversions to sales. Originality/value – It appears from this data that Yahoo is outperforming Google for Kennedy Incorporated with a better CTR and a lower variance in average position when listed on the screen by a return from a search. The company has the impression that Yahoo is a better company for PPC advertising when the marketing budget is small.
Management Research News – Emerald Publishing
Published: Aug 8, 2008
Keywords: Small enterprises; Internet; Advertising
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.