Did-it.com frog

The launch of search marketing company Did-it.com's Conversion Index - which compares search performances of different publisher segments within Google, Yahoo and MSN - comes at an opportune time, as some marketers complain that paid search is priced too high, writes Internet Retailer (via MediaBuyerPlanner). Referring to the reasons for creating the index, Did-it vice-president of technology Craig Wood pointed to "the number of players in the marketplace and having more options with MSN coming on now as a third major engine - it's all of these factors put together."

The initial seven months of data released finds that Google network has been first in conversion volume each month since the index started, but AOL has continuously surpassed the conversion rates at Yahoo and Google. MSN conversion rates have grown steadily, and in December 2005 overtook AOL's for the first time.

"We hope that by launching the Conversion Index, we can help focus the industry conversation on improving returns from one of the world's most powerful forms of media," noted executive chairman of Did-it, Kevin Lee.