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New data from Yahoo’s ad system

From Paul Kedrosky: New data from Panama

As I wrote earlier, you need more data in the form of CPA and overall clicks to figure out if Panama is actually doing better. Now we have it!

* Search Impressions – Up an average of 5%
* Cost Per Click – Down an average of 6%
* Click Rate – Up an average of 10%
* Conversion Rates – Down an average of 5%
* Overall CPA – Up an average of 6%

This is from the original analysis from Avenue A.

You can see from this that overall conversion rates have gone down (which is bad), although more clicks are being delivered. It mostly looks positive, since the gains in volume are only minorly offset by the lowered conversion rates.

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