Re: Google's Targets vs. Overture's Targets

From: Mary O'Brien <mary_at_trafficmentorseo.com>
Date: Mon 04 Nov 2002 10:39:02 -0600

James,

I totally agree with Jim's methods of calculating ROI and his estimation
that your friend doesn't know squat about PPC. Jim's article's on the
subject on his website are great, and should be recommended reading for
anyone interested in calculating their ROI appropriately.

There are also a couple of things I would add to address your interest.

1)In working directly with Google staff they have always targeted a younger,
more tech savvy market. Overture's market tends to be much more commercially
driven. That's one of the reasons that you need placement both on AdWords
and Google listings. A younger marketplace can be oblivious to any kind of
text or banner advertising. They are at best de-sensitized and at worst
suspicious. Premium Sponsorships is a different demographic entirely, and
should be considered a completely separate animal. I have heard paid and
editorial listings compared to the yellow and the white pages respectively.
For a commercial website it only makes sense to be in both.

2) Depending on your demographic and your product, your keywords, titles &
descriptions (T's & D's) need to be very targeted to get the results you
want for the spend you can afford.

3) You need to track source for all your keywords. Remember both Google and
Overture provide Search Listings to Yahoo. Google provides editorial search
listings and Overture provides paid listings, so you need to differentiate
between the two, and see exactly where you are getting these customers.

4) Your Keyword, Title & Description, placement, and your brand all play a
factor in determining your click through rate. Sometimes the advertiser in
the #3 position will get a better click through rate than the advertiser in
the #1 position depending on how they wrote their title and description, how
well known their brand is and how relevant their product is to the keyword.
You need to play with your keywords, track their performance and test market
varying T's & D's.

PPC advertising can be a lot of work, but the benefits far outweigh any
other form of web marketing if done correctly.

Hope that helps persuade your misguided friend.

Mary :)

www.TrafficMentorSEO.com
Search Engine Positioning Redefined
mary_at_trafficmentorseo.com




Received on Mon Nov 04 2002 - 10:39:02 CST