Re: Putting all your money on search engine keywords?

From: Chris von Cossel <help_at_metrolocks.co.uk>
Date: Thu 06 May 2004 07:20:42 -0500

Salut Jean Philippe,

I would put it as follows:

If a search engine delivers results that are by and large not that useful,
then the banner and PPC ads may serve a purpose, because the search engine
results don't really hit the spot.

If however, the search engine results are incredibly well targeted and
reflect exactly what the user wants, then it is a lot less attractive and
necessary for the user to click on a banner or a PPC ad.

Well targeted would for example be results shown by a Yellow Pages search
engine for locksmiths in Manhattan or Paris. I had a (fixed, up front fee)
banner for a year on a Yellow Pages search engine and paid in the end about
(7US$) per click, way too high for what a click is worth to us. I would
attribute that mainly to the attractiveness of the search engine's results.

If your point is about general banners, not linked to a search topic, then
I would tend to agree, but have no experience to support that.

My 2c,

cheers,

c.







Received on Thu May 06 2004 - 07:20:42 CDT