Dave,
I wouldn't go after more general keywords on Overture, as the editorial
guidelines will prohibit you from bidding on terms that are not directly
relevant to your site content. Also, if you go after general keywords
like "Casino", "Travel" or "Vacation" you will get very non-targeted
searches and pay a very expensive price, as there is too much
competition on those words. Your site will just get lost in the shuffle.
Instead target niche terms on Overture and on Google. Review your site
and try to think outside the box. Look for areas where you have content
that can get you some fringe terms. Look at 2 or 3 word terms with lower
prices, and areas where you can add content to your site that might give
you the targeted keywords you need. Check out the terms your competitor
is bidding on and see if you can also utilize those terms.
As far as Gator goes, we have not personally recommended them as an
advertising buy. My perception is that Gator is very non-targeted
traffic as it is viral marketing at its most abhorrent. All this does is
attract a lot of "looky-loos" who can't figure out how to get the
advertisement off their computer without clicking on it.
Most of Gators advertising campaigns center around pop ups which may be
fine if you're going for brand recognition, although I still would not
recommend that to a client based on the potential negative branding from
pop ups. Gator also tends to attract many web newbies, who are not
necessarily the type of qualified prospect you might be looking for as
there are a lot less inclined to make an online purchase. The last time
I checked a minimum advertising buy on Gator was $20k+. You can buy a
heck of a lot of targeted keyword traffic for that!
Go back to your initial strategy, figure out your keyword buys and
optimize your site appropriately and you should be fine :-)
Mary
mary_at_trafficmentorseo.com
http://www.trafficmentorseo.com/
TrafficMentor
Search Engine Positioning Redefined
Mary T. O'Brien| Partner
3500 W. Olive Ave.| Third Floor | Burbank | CA | 91505
Main: 818-973-2777 | fax: 818-973-2707 | mobile: 626-533-0491
Email: maryo_at_tm3marketing.com
www.trafficmentorseo.com
Received on Tue Oct 22 2002 - 21:56:15 CDT
