Google success story

From: Thomas Korte <thomas_at_moreover.com>
Date: Mon 08 Jan 2001 10:39:09 -0500

I want to share a great online advertising experience
with this list.

On November 7th, the day of the US election, Google
(http://www.google.com) had a special "vote" image in
their logo that seemed to link to the search team
'election'. I noticed this at 8:00 PST and decided to
buy impressions (of google's new text box) mainly to
generate traffic to one of our 330 categories of news
headlines and make our editors happy. (They had pulled
an all-nighter to make sure that the news from around
the world was especially updated and relevant in
anticipation of Election Day.) I limited the spending
to $500 and placed orders on 'election', 'election
2000', 'vote', and a few other related terms. Note:
none of the candidates seemed to have an interest in
advertising for their name. We closely watched the
impressions stats and experienced the unbelievable!
After 1000 impressions we had an average of 8.6%
click-through rate. We optimized the search terms
throughout the morning and hit an average of 10.21% for
over 26900 impressions before our self-set limit of
$500 was used up.

This has happened in November of 2000 and is not a
fairytale - targeting of advertisement, constant
refinement, and a compelling offers (in our case: "Read
[search term] news from 1800 sources around the world")
still works. Web users are out there for new
information, to bargain hunt, or just to have fun, and
they click - "If you find a thirsty person in the
desert they will take your water". Good luck with your
online marketing efforts and stay informed -
http://www.moreover.com/news/onlinemarketing

Thomas Korte, Sr. Marketing Manager
Moreover.com - the dynamic web!
http://www.x.moreover.com
mailto:thomas_at_moreover.com





Received on Mon Jan 08 2001 - 09:39:09 CST