Geo-targeting is not a new feature in sponsored search, but just selecting certain regions or countries does not mean that your default “write once” ad will translate well and result in higher click through rate. Advertisers need to take advantage of knowing that their ads will be shown to a select audience, and gear their ads towards relevant regional sensitivities. Read more…
For those of you that may not know, all of the major search engines have partner sites that offer paid advertising space as a means to monetize their pages. These advertising campaigns aim to match keywords you specify in an ad group or campaign with content on the publisher’s site. If your keywords and ads are relevant to articles on big name sites such as CNN, it could mean a lot of high quality links. However, if you don’t target your content network ads carefully, you’ll fall prey to low quality placements, which can quickly amount to unwanted click fraud. So, how do you target your content network ads successfully? Read more…
Yahoo is certainly a giant in the search industry, however over the years Google’s David certainly has whopped Yahoo’s Goliath. However, they still remain the number one directory on the web, and have a loyal following. They’ve made great strides by partnering with local ISP’s such as Rogers Cable in Canada, Verizon in the United States, and British Telecom in the UK. And some of the features they offer to online marketers are just plain cool. Read more…
Microsoft’s adCenter pay per click program is the newest kid on the block, at least this time around. You’ll still be hard pressed to find traffic estimates living up to their claims, but they do have some cool features that no other PPC program can match thus far. Demographics-based ad targeting is possibly the latest and greatest feature adCenter has to offer. You can now pay CPC premiums for clicks from your choice of user gender and age, on top of the old pillars of search including geographical location, time of day, etc. Read more…
Perhaps the most important rule of online marketing is to ensure that everything you do to drive visitors to your site ends up being tracked. Even if you do not run any online marketing campaigns, you still need to track traffic on your web site to find out whether your goals for visitors are being met.
If I were to have a top-3 list of free analytics tools that are available to most website owners, it would probably go something like this: Read more…
I feel that the initial posts on this site should probably include a bit of a background of my past relationships with individual search engines, and will undoubtedly reveal emotions of frustration, angst, fear and loathing (not necessarily in that order). Other authors in the blogosphere will tout Google’s praises, but the relationship I have with Google is more “love/hate” in nature. Read more…
Pay Per Click advertising goes by many names including paid search, sponsored search, cost per click, sponsored results, etc. I’m sure many readers of this blog have at least a rudimentary knowledge of PPC and how it works, but in the name of etiquette I should at least give some kind of introduction so we’re all clear on the fundamentals – please bear with me. Read more…
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