Since our budget was limited, we concentrated our efforts on one site…Yahoo. After we arranged for the Christmas USA listing on Yahoo, we bought the entire available inventory in their listed category. We also bought the keywords specific to their products and created banner ads for each product.

Christmas USA enjoyed overall click through rates of between 4% and 5% throughout the program. The "Christmas decorations" keyword/banner combination was the most successful with a peak click through rate of 14%. Plus, Christmas USA also received additional traffic from their category listing as a residual effect of the advertising and built brand equity with their visibility on Yahoo.