Comments on: Financial services pay the most for prospective customers’ attention http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/ Thoughts on the future of money Wed, 04 Sep 2013 05:52:33 +0000 hourly 1 https://wordpress.org/?v=4.1.42 By: Pierre Henri Clouin http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/comment-page-1/#comment-1032 Tue, 29 Jul 2008 04:47:08 +0000 http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/#comment-1032 Ads from financial services has long been the lifeblood of the Internet and the mortgage crisis has taken quite a stab at Yahoo!'s and others CPM ad revenue and performance (see this post on SAI for instance).

To put things in perspective though, the lifetime value of a customer in financial services is much higher (in absolute terms) than that of an e-commerce retailer.

It'd be interesting to trend these CPC prices over the period of time. My bet right now is that debt-related keywords will go down in value (since lenders are in no hurry to lend money) while savings accounts and cd-related keywords will go up. Cash-strapped banks and thrifts, like IndyMac, are going after any opportunities to build up their cash reserves and lure unsuspecting customers looking for a high deposit rate!

Another interesting analysis would be to look at a typical banking activity portfolio to see which seems more cost effective between a conglomerate, a niche player or the long tail from a customer acquisition standpoint.

Update: interesting post on Valleywag about LowerMyBills financial woes in the wake of the credit crisis.

]]> By: mikal.org http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/comment-page-1/#comment-1031 Tue, 29 Jul 2008 00:00:53 +0000 http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/#comment-1031 Financial service related keywords can even be much higher depending on a number of factors:

http://www.spyfu.com/TopList.aspx?listId=3

]]> By: Pierre Henri Clouin http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/comment-page-1/#comment-922 Mon, 28 Jul 2008 21:47:08 +0000 http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/#comment-922 Ads from financial services has long been the lifeblood of the Internet and the mortgage crisis has taken quite a stab at Yahoo!'s and others CPM ad revenue and performance (see this post on SAI for instance).

To put things in perspective though, the lifetime value of a customer in financial services is much higher (in absolute terms) than that of an e-commerce retailer.

It'd be interesting to trend these CPC prices over the period of time. My bet right now is that debt-related keywords will go down in value (since lenders are in no hurry to lend money) while savings accounts and cd-related keywords will go up. Cash-strapped banks and thrifts, like IndyMac, are going after any opportunities to build up their cash reserves and lure unsuspecting customers looking for a high deposit rate!

Another interesting analysis would be to look at a typical banking activity portfolio to see which seems more cost effective between a conglomerate, a niche player or the long tail from a customer acquisition standpoint.

Update: interesting post on Valleywag about LowerMyBills financial woes in the wake of the credit crisis.

]]> By: mikal.org http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/comment-page-1/#comment-921 Mon, 28 Jul 2008 17:00:53 +0000 http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/#comment-921 Financial service related keywords can even be much higher depending on a number of factors:

http://www.spyfu.com/TopList.aspx?listId=3

]]> By: Guillaume http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/comment-page-1/#comment-920 Tue, 08 Jul 2008 03:32:55 +0000 http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/#comment-920 Thank you JC. I check “debt consolidation” and it's $20.59 right now. I'll try to provide update to this research in the future to see how these CPC evolve.

]]> By: Jean-Christophe http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/comment-page-1/#comment-919 Tue, 08 Jul 2008 03:24:40 +0000 http://lebleu.org/blog/2008/07/07/financial-services-paying-the-most-for-prospective-customers-attention/#comment-919 Two thumbs up for this post, Guillaume. By the way, “debt consolidation” cost-per-click is sometimes even higher.

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