August 18th, 2008 by Richard Lee
SES SJ 2008 – Everywhere but Google
Search Engine Strategies (SES) San Jose – 2008
Everywhere but Google
Pay Per Post = Only for broad campaigns (not good for SEO) (not good for B2B or niche)
ASK = Good, cheap traffic
SuperPages.com = only localized campaign
Facebook Business Solutions = Target based on demographics (www.facebook.com/business)24M members (over 18?)
Quigo = Pay Per Click (Network of news)
LookSmart = Good potential (low CPA, but low volume)
Tip #1: Buy alternative advertising through referral (ask around, agencies, peers, experts, etc.)
Tip #2: Be absolutely clear about your goals and timeframe (know what you will get out of it)
Tip #3: Allocate 10% – 25% of your online budget to Testing (other forms of media)
Demand Generation vs. Demand Fulfillment
Content is different from search
Content = Go Wide = Implicit
Search = Direct
Keywords are Wrong for Content/Contextual Advertising (Red Sox vs. baseball, or Toyota Sienna vs. family minivans). Content Advertising requires broader terms to be successful. Search Advertising requires exact terms (long tail) to be more successful.
Portals:
$10B+ Battle for Display
Portals:
Yahoo buys Rght Media ($850M), BluLithimum ($300M)
Google buys DoubleClick ($3.1B)
Microsoft buys aQuantive ($6.1B)
AOL buys Tacoda ($275M), Quito ($300M) to create Plantform A
Branded Sites create Extended networks:
Martha Steware creates Martha’s Circle
Reader’s Digest, Forbes, Waner Brothers, Blam Media
Ad Neworks:
Category specialty i.e. Travel Ad Net, etc.
Technology specialty -> Behavioral, Contextual
Blogosphere growth remains strong with over120K new blogs being created every day.
Over 70M weblogs tracked.
TRENDS:
Display/Content Advertising is the next battleground
Innovation in Self Service
Buyers and Sellers become traders
ADSDAQ Advertiser PPC Self-Serve
Looksmart (Beyond Google):
Search Advertising In an Evolving Marketplace (Jonathan Ewert)
History: Thesis (text based search tools) –> Antithesis (15 search engines / directories), one search adv network (info seek) –> Synthesis (Three “major” SE’s, many search engine networks)
Advertising Networks
Search Advertising Ecosystem:
Consumer Search Engines -> Search Advertising Networks -> Niche/Vertical Search Engines
What Advertisers Want
EASY: Simple to buy
FAST: Hourly updates and rapid response time (answer the phones)
FLEXIBLE: Planty of targeting, tracking, reporting options
COMPETITIVE: Broad reach at a low price
EFFECTIVE: Solid results and ROI
Ask.com
#4 largest Search Engine
55M unique US users 30% of all US users
70% don’t use MSN
51% don’t use Yahoo
31% don’t use Google
CPC 74% lower than Google
CPA is 60% lower than Google
Improve Performance Through Targeting & Optimization Tools
Dynamic Insertion Codes
Keyword Prospecting Reports
Run of Category Targeting
38 Targetable Categories
5 cent minimum bid (when used with run of category)
CYCLE OF TRUST
Advertiser & and Pbulisher Engagement, Dynamic/Robust
Microsoft Advertising (adCenter/Live Search)
Led overall conversion rates (3.8%)
Best for:
mass merchants, dept stores, specialty apparel, speciaty home, and cosumer electronics advertisers
Great for targeting by Audience Type
Other Ad Tools:
AdReady.com