Consider Mamma.com for Pay Per Click Marketing

By Scott

In a previous post on our blog, Cole did not seem too impressed with Mamma.com’s announcement of a new auction-based Pay Per Click service (called Mamma Classifieds).

I agree with Cole that they are “so small that they are not a “must use” engine,” but after checking out the way they’ve implemented their new ads, I do think they are worth consideration. Here’s a screen shot of where the Mamma Classified ads are placed:

Mamma

In previous analysis of client marketing campaigns, Mamma.com has often been a consistent referrer of sales and leads (depending on the type of client). They’ve never been a huge producer, but they do seem to have a loyal audience.

Highlights of their program

– Mamma enables you to reach 500 Million searches per month (this includes both Mamma.com and their network partners)

– They allow you to geo-target, which is valuable for regional businesses

– They have a minimum CPC of 5 cents (which is actually higher than I would have expected, but it’s not a deal breaker).

How much budget should you give them?

Not much. Maybe consider allocating 10% of your pay per click budget to them for a few months to see how it works (just make sure you have proper ROI tracking in place). If you’re a client of ours, we’ll help you decide whether it’s right for you.

Demographics of Typical Mamma.com Users?

We don’t know yet, but we have contacted them to find out (and will post guidance to our blog once we hear from them). My guess is that this is not a great venue if you’re trying to generate leads from large corporations. If you’re a small e-commerce store, however, my guess is that Mamma.com could produce some sales for you. Since the Cost Per Clicks are starting out relatively low, you should be able to achieve a good return on investment, at least in the short-term.

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