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Wednesday, 27 August 2008

The Tortoise and the Hare

We wrote about Google edging out Yahoo! in our Olympics control test but perhaps we were too hasty. I have re-read the post after reviewing the final results of the campaign and it still holds true but I'd change the emphasis if I were to write it again.

Yahoo! actually held up pretty well across the entire length of the campaign. It was - unusually for our general Yahoo! campaigns - more expensive than Google but it actually came through in the end to generate as many new users for us as Google did.

There are two caveats: first, if we had have cleared the same CPC level in Google as we were spending in Yahoo! the volume would have been considerably greater; second, we were asked by Google to remove the term Olympics from our ads at the end of the first week(!). This halved our volume and allowed Yahoo! to catch them at the tape.

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