Comment by cortesoft

This is what I wonder… the author says that:

> The highest-yielding ad my publisher has tested so far is the search “Seth Godin The Knot“

But that doesn’t mean the ad is a good investment. It isn’t just about the yield from the ad, but about the DIFFERENCE in yield between having the ad and not having the ad.

It is really simplistic thinking to just look at conversion rates.