One of the main misconceptions those new to PPC advertising have is that
where they place their budget is the source of the traffic. In reality, most
paid search solutions utilize some syndication sources to increase the total
number of searches available. That's pretty much standard practice in the paid
search advertising industry. But how does advertising that is syndicated compare
to pure search referrals?
Efficient Frontier has released some incredibly interesting insights showing
where click referrals are coming from and the ROI for each of the big three
networks - Google, Yahoo!, and MSN.
Interesting to Note:
You've probably heard advertisers complain that using the content network at
Google results in poor conversions, while utilizing the search network alone
yields the best results (especially if you understand match types). This seems
to hold true based on the chart above.