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PPC vs. Yellow Pages vs. Direct Mail CPA
September 17, 2007
Via Chris Zaharias via MediaPost via Piper Jaffray, we get this stark contrast:
Search advertising has proven to be fertile ground for customer acquisition. A recent study by Piper Jaffray & Co. entitled, “The New eCommerce Decade: The Age of Micro Targeting,” indicated that the average CPA for search was $8.50, considerably lower than the CPA for the Yellow Pages ($20), online display ads ($50) and direct mail ($70).
Could you imagine how low the Organic CPA would have been in comparison, had they found a way to incorporate that into the study?
see all posts by John Lustina
posted by John Lustina at September 17, 2007 04:03 PM
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