{"id":14,"date":"2007-11-26T11:15:40","date_gmt":"2007-11-26T18:15:40","guid":{"rendered":"http:\/\/blog.mozilla.org\/metrics\/2007\/11\/26\/mozilla-online-advertising-%e2%80%93-an-experiment\/"},"modified":"2019-09-18T12:07:16","modified_gmt":"2019-09-18T19:07:16","slug":"mozilla-online-advertising-an-experiment","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/metrics\/2007\/11\/26\/mozilla-online-advertising-an-experiment\/","title":{"rendered":"Mozilla Online Advertising &#8211; an Experiment"},"content":{"rendered":"<p>Perhaps one of the business world\u2019s easiest arenas for running experiments is online advertising (e.g., pay-per-click search advertising).  With the click of a button, you can easily vary one of many variables \u2013 messaging, keywords, budget, etc. \u2013 to instantly understand its effect.<\/p>\n<p>Over the past couple of months, I\u2019ve been collaborating with <a href=\"http:\/\/www.giantspatula.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">David<\/a> on some different ways to <a href=\"http:\/\/www.giantspatula.com\/?p=22\" target=\"_blank\" rel=\"noopener noreferrer\">optimize our online advertising efforts<\/a>.  The goal includes improving the downloading path\/experience of new Firefox users, as well as understanding and optimizing the investment Mozilla is making in this channel.<\/p>\n<p>One upcoming experiment relates back to <a href=\"http:\/\/blog.mozilla.org\/metrics\/2007\/11\/02\/firefox%e2%80%99s-funnel-factor\/\" target=\"_blank\" rel=\"noopener noreferrer\">funnelcake<\/a>.  Some of you may remember that the source of downloaders looked this:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/wiki.mozilla.org\/images\/e\/ec\/Traffic_before.png\" height=\"360\" width=\"480\" \/><\/p>\n<p>Thanks to the popularity of our download page and some recent search optimization efforts, the Firefox download page occupies the #1 organic search result in most major search engines (when searching for &#8220;Firefox&#8221;).  With that in mind, one natural question that arises is: if we did zero pay-per-click (ppc) advertising, would our organic traffic (i.e., unpaid search) rise by a corresponding amount?  In other words, given the following scenario:<\/p>\n<ul>\n<li>I am prospective Fx user<\/li>\n<li>I visit a major search engine searching for Firefox<\/li>\n<li>I have a propensity to click on paid ads<\/li>\n<\/ul>\n<p>If I am not presented with an ad in the search results (an official Mozilla ad directing me to www.mozilla.com\/firefox), will I instead click on the first organic search result (which also directs me to www.mozilla.com\/firefox)?<\/p>\n<p>So, from a results perspective, if we turn off our ppc advertising, we\u2019ll be looking to see if the pie chart above morphs into the chart below (note the 38% organic picks up the 10% ppc from above).  While the answer will likely be a strong \u201cno,\u201d we wouldn\u2019t be responsible marketers without at least giving this question some thought and understanding how this dynamic impacts our true cost of acquiring a Fx user through online advertising.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/wiki.mozilla.org\/images\/d\/d8\/Traffic_after.png\" height=\"360\" width=\"480\" \/><\/p>\n<p>We look forward to soon sharing our methodology and findings.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Perhaps one of the business world\u2019s easiest arenas for running experiments is online advertising (e.g., pay-per-click search advertising). With the click of a button, you can easily vary one of many variables \u2013 messaging, keywords, budget, etc. \u2013 to instantly &hellip; <a class=\"go\" href=\"https:\/\/blog.mozilla.org\/metrics\/2007\/11\/26\/mozilla-online-advertising-an-experiment\/\">Continue reading<\/a><\/p>\n","protected":false},"author":60,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[],"_links":{"self":[{"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/posts\/14"}],"collection":[{"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/users\/60"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/comments?post=14"}],"version-history":[{"count":0,"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/posts\/14\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/media?parent=14"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/categories?post=14"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.mozilla.org\/metrics\/wp-json\/wp\/v2\/tags?post=14"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}