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October 17, 2005
Good Clickthroughs Like Getting An Ad Discount
Brand Discounts at the Major Engines has Kevin Lee talking about a brand discount, but don't get excited that big brands are somehow overtly getting cheaper ads. What he's pointing out is that both Google and Ask Jeeves reward ads with good clickthrough, as I wrote about last week. You can potentially rank higher even if others are willing to pay more. MSN is to do the same, and it's widely expected Yahoo will follow as well next year.
So what's the brand discount concept? If you're a big brand, when your product goes against unknown products, people might be more inclined to click on your ads since you'll be familiar to them. If clickthrough rises, your cost per click might be able to drop without hurting your ranking.
Not a big brand? Have good creative, and you can reap the clickthrough reward, as well.
Posted by Danny Sullivan on October 17, 2005 7:42 PM
