How Does Earned Online Media Stack Up To Google AdWords

Thursday, July 16th, 2009

Context recently completed an ROI study for a client, tying online media analysis (e.g., sentiment, key message penetration, product mentions, etc.) to their web analytics. I thought I would share a really top-level finding here, showing that many types of earned media have produced higher conversion rates than Google AdWords.
Given most marketers’ strong faith in the highly-targeted nature of paid search, I think these results will surprise some people:

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New paper from the IPR - Isolating the Effects of Media-Based Public Relations on Sales:: http://bit.ly/ajgfwO 2010/06/24
Six Things to Know About Health Care Coverage | Project for Excellence in Journalism (PEJ): http://bit.ly/cmQNGv 2010/06/21
RT @prweekuknews: First global standard of proving value of PR created at European Summit on Measurement: http://bit.ly/ddNnhi 2010/06/18
Thoughts on IBM’s acquisition of Coremetrics … http://bit.ly/9gghxK via @erictpeterson 2010/06/16
Automated sentiment analysis gives poor showing in accuracy test: http://bit.ly/ajD0GX via 2010/06/07

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How Does Earned Online Media Stack Up To Google AdWords

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