Mozilla PPC Campaign Results

27 Dec

From Freakonomics:

One of the ways Mozilla acquires new customers is through pay-per-click ads on search engines. The question Mozilla had is the following: if someone types “firefox” into a search engine, usually the first result they will see is the Mozilla site, so does it really do Mozilla any good to pay search engines to do featured links? Do ads actually generate more traffic, or do they just shift customers around — e.g., instead of getting the customers free, Mozilla ends up paying the search engine because of the pay-per-click ads? Without performing an experiment of some kind, this is a hard question to answer.

So over a two-week period, Mozilla experimented with turning their pay-per-click ads on and off more or less at random.

Looking at the data one way, it appears that two-thirds of the customers who normally come to Mozilla through pay-per-click ads would get there anyway. On the other hand, the absolute number of downloads was substantially higher when the paid ads were running. This suggests either that (1) their treatment and control periods were different for an unknown reason; or (2) that the pay-per-click ads lead people to download more often through other channels.

mozilla ppc 2Mozilla PPC

 http://blog.mozilla.com/metrics/2007/11/26/mozilla-online-advertising-%e2%80%93-an-experiment/

http://freakonomics.blogs.nytimes.com/2007/12/21/mozilla-gets-freaky/

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