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Case Study: MustSeeISP and TextUnderISP: ZiD.Com

The table to the right is data that is taken from our detailed views and clickthrough tracker: This data is available to ISPs free of charge when they list themselves with CanadianISP.

The rows in light gray are ZiD.com's Detailed Listing views (When a user clicks on an ISP's name when they turn up in a search) and their clickthroughs (Users clicking on ZiD.com's URL, taking them outside of CanadianISP and to the ISP's home page) before signing up for MustSeeISP and TextUnderISP.

The rows in yellow show the months where the highlighting and text-in-results services were active.

As you can see in the before (light gray) and after (darker gray) there are immediate results in CanadianISP promotional services for ISPs. There is no big trade secret about this, just common sense: A listing that stands out from all the others will, at the very least, draw a consumer's eye to your listing before anyone else's. If your prices and services are competitive, they continue on to click on your own web site where you have the opportunity to convince them that your service is worth their hard earned dollars each month.

The interesting thing about this case study is that the highlighted listing and text under ISP are not the most expensive ad services. In fact, they are also the second most effective, compared to guaranteed rank (or "Sponsored ISP") advertising, but this shows that you do not have to go with the most expensive promotional service to get bang for your buck.

ZiD.com's ad services covered all cities in the provinces in which they serve: This means that if a user searched for a service that ZiD.com provided in a city in which they served, their listing showed up highlighted, with their promotional text beneath their ISP name.

(You may see the older, 2002 Case Study of E-Gate Communications, here.)