Ted Murphy, CEO of PayPerPost, has started documenting a case study on Marketing ROI thru PayPerPost. As a PPP blogger, advertiser and investor I love seeing real-world data like this. PPP launched a new site (www.BloggersChoiceAwards.com) at the start of April and has focused its marketing spend on the PPP marketplace to measure/share short-term and long-term marketing benefits. Ted's case study posts can be found here: http://blog.payperpost.com/2007/04/delivering-great-roi.html http://blog.payperpost.com/2007/04/delivering-great-roi-update-1.html http://blog.payperpost.com/2007/04/delivering-great-roi-update-2.html His measurements track CPC and CPA since site and campaign launch. He discusses both the magnitude of benefit and the increased benefit over time -- even after marketing spend has stopped but sponsored posts continue to drive visitors. For example, launch week CPC was an interesting $.66/visit and improved by over 60% to only $.22/visit by week 4. CPA for launch week was $3.28/action and improved similarly to only $1.27/action by week 4. Given that the marketing spend has already happened, CPC and CPA will continue to drop with ongoing visits/actions, but I'm hoping Ted will share more data over time. The series also talks about the importance of an interesting product to be marketed and the speed/efficiency at which interesting opps can be launched via the PPP marketplace (e.g. 100 posts within 3 hours). Overall, the case study is a good read for metric-driven marketers...
Ted provided another update: http://blog.payperpost.com/2007/04/delivering-great-roi-update-3.html CPC has improved another 25% in one day, to just $.16/visit and CPA has improved to $.89. Note a significant error in my previous post. Ted's case-study tracking is PER-DAY, not per-week as I previously stated. Therefore, CPC has gone from $.66 to $.16 and CPA has gone from $3.28 to $.89 in 4 DAYS. Sorry about the error...
I think he hit a niche of the blogging community... this won't be the same if you advertise almost any other niche besides the blogging niche.
Hey man I saw you on that RockStartup vid with Ted's Michael Jacksons kick thing. Man, I don't know how he did that and managed to have a straight face afterwards. Anyway, congrats with PPP it looks like it's working out well. Rich
Thanks...Ted's MJ leg-flip sure left an impression. It was one of the first comments whenever someone approached him afterwards. In this biz you can never take yourself too seriously...and Ted follows that advice with a vengeance. ;-)
Ted wrapped up his PPP ROI Case Study with the following post: http://blog.payperpost.com/2007/04/delivering-great-roi-campaign-summary.html Although ROI should continue to grow as the posts remain in the blogosphere, the 11 day case study shows CPC achieving $.05/visit and CPA achieving $.34/action -- pretty impressive. Ted provides some nice graphs and analysis so check out the ROI case study for yourself...