 |
|
NONE: ONLINE-ADS>> Re: What is a "bridge page"?
ONLINE-ADS>> Re: What is a "bridge page"?
Peter Hartley (hartley_at_shop.hartley.on.ca)
Sat, 21 Sep 1996 12:03:33 -0400
At 06:06 PM 20-09-96 -0700, Vince Emery wrote:
>Someone asked for a definition of a "bridge page." A bridge page is a
>substitute home page customized for respondents who click on a specific
>banner or link.
>
>For example, a banner advertisement appeared on Yahoo this week advertising
>a contest. When I clicked on the banner, I was taken to a page headlined
>"Welcome, Yahoo visitors!" or something similar, with an explanation of a
>contest sponsored by American Express. This bridge page does two things for
>American Express.
>
>First, it lets Amex increase the effectiveness of its banner by presenting a
>specific message targeted only to clickees who come from Yahoo, instead of a
>vague, generalized Amex home page.
>
>Second, Amex can use its bridge page to measure visitor traffic. It can
>count page impressions from its bridge page to measure clickthroughs from
>its Yahoo banner. (You probably already see how easy it is to make multiple
>bridge pages, each counting visitors from a different source.) Amex can put
>slightly different links on its Yahoo bridge page to a unique contest signup
>page, to measure how many visitors from Yahoo actually enter the Amex contest.
>
Let me add to this:
There is another, and IMHO much more valuable reason for using bridge pages.
Each of the search engines uses different logic for determining where,
sequentially, each page appears in a heirarchy of pages. If you take the
time and the trouble to find out and to experiment a little, you would find
much merit is having separate bridge pages targeted at each search engine.
This is where the use of automated submit engines really fails, unless you
have gone down this time consuming procedure before you start, build the
half dozen or more bridge pages that you need to suit the various sets of
logic and (sometimes) illogical rules that the engines use, and then modify
the submissions to each engine by changing the bridging page being submitted.
If there are 20,000 references to whatever it is your page is promoting, it
is very boring and time consuming work continuing to ensure that your page
remains in the top half dozen that an engine turns up when using the logical
key-words for its search. But that should be a part of our job.
Peter Hartley
for "Hartley's" > http://www.hartley.on.ca
Contributing to the 'net with...
Hot Bots > http://infobot.hartley.on.ca/infobot.html
2SPAM or not2SPAM > http://www.hartley.on.ca/dspam.html
EZBiz home biz > http://ezbiz.hartley.on.ca/ezbiz.html
-------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
WEB ADVERTISING '96 How to Bring the World to Your Web Site.
Oct. 31-Nov. 1, New York. $1,000 in Free Web Advertising for each
company sending attendees. Info: http://www.thunderlizard.com/WebAdv.html
-----------------------------------------------------------
>>>>>>>>Announcing the 1996 CyberAtlas Web Advertising Roadmap<<<<<<<<
Need quick answers? Get a copy of the Roadmap and find your way around
click-through, banner design, and much more: http://www.cyberatlas.com
-------------------------------------------------------------------------
HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST
|
With an archive of more than 14,000 postings, since 1996 the
Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion
of online advertising and online media buying and selling strategies, results, studies, tools, and media
coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List. |
|
|
Online Advertising Industry Leaders:
Clicksor
List and Found
AdJungle
The Laredo Group
Add your company...
|
