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March 29, 2006

Measuring the Quality of Blog Advertising Campaigns

A new study from Receptional suggests that Google's PageRank and the cost of an advertising campaign are particularly bad indicators of the effectiveness of a campaign. In fact, using Page Rank alone as an indicator of quality typically generates a worse return on investment than running a campaign at random.

The best indicator? Genre of content. Imagine that—relevance matters! More on the study, including a link to the full report (free; no registration required) is available here.

Posted by Chris Sherman at March 29, 2006 11:56 AM