Re: Google Success Story

From: Loren Baker <loren_at_webadvantage.net>
Date: Thu 18 Jan 2001 15:08:18 -0500

Harley,

I'm writing in response to your O-A post where you
stated that:

HARLEY UNGAR <harley_at_vindigo.com> WROTE:
> We've bought keyword sponsorships for a couple of
> terms. This is different then the AdWords program --
> Sponsored results show up at the top of the list, in a
> light pink highlighted area that says "Sponsorship".

We have not had much experience with the "traditional"
Google Keyword Sponsorships, however I believe we can
add some insight.

Is your campaign up and running right now? If so what
are your top search terms? Are you only serving ads for
those specific search terms? For instance, if you
search on Google for "checks" you will be served a
Sponsorship "Banner" for 123checksonline. To the right,
in AdWords you will see an ad for 4checks.com

Now, if you search for "security checks" you'll notice
that the advertiser (123checks) is paying to have their
ad served for this term. Their ad is being served for
terms with the word "checks" in it. This is a waste of
advertising dollars and will result in a low click
through percentage if you are doing the same.

For more information, also read up on Google's
Effective Keyword Targeting Tips:
https://adwords.google.com/AdWords/tips.html#keyword

On a personal note, I feel that the Sponsored Links at
the top of the Google Listings do not stand out as much
as the AdWords program. Google is a search engine used
for search term relevancy. If the term is specific
enough, the user should have no problem finding exactly
what they are looking for. If the advertisement is not
relevant to the rest of the results OR if the site is
already listed in the results, I would not expect a
high click through.

One more point, Vindigo is a wireless/PDA application.
My suggestion would be to optimize your keyword
advertising for terms dealing with PDA/wireless
applications and channels (even your competition). If
your Google campaign is still running talk to your ad
rep about changing your search terms or allocating the
existing budget over to AdWords so you will have more
flexibility. As long as you are spending the money with
Google, they should have no problem with this (that is
an assumption).

Harley, I hope that this helps. If you have any more
questions or inquiries, please feel free to contact me
directly at mailto:loren_at_webadvantage.net

Thanks,
Loren Baker

WebAdvantage.net <http://www.webadvantage.net>
Creative online marketing, PR & advertising strategists.
Enter our Search Engine Optimization Contest at
http://www.webadvantage.net/promos/seo.htm
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Received on Thu Jan 18 2001 - 14:08:18 CST