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NONE: ONLINE-ADS>> Searching for St. Pete
ONLINE-ADS>> Searching for St. Pete
R.O.B. Bethge (rob_at_bethge.com)
Fri, 14 Mar 1997 01:17:40 -0800 (PST)
>The search engines gives us a second problem. If most people do not know of
>our tourist areas, how could they enter the names of our beaches? Unless
>they know they want to go to Clearwater Beach, they would never ask the
>search engines about us.
Ah, I love the search engines for just that reason. One of the coups that
made so much sense, and has since directed much of the advertising dollars
I control, was when IBM and OS/2 bought the words "Microsoft" and "Windows"
for a search engine. So, when a person types WINDOWS they get an OS/2 ad.
The highest CTR's I enjoy (usually 11% or so) are when I buy a competitors
name. And I feel good about it.
a) the customer gets some competitive education (an educated consumer
and all that
b) My competitior didn't bother to get thier name, so I might as
well benefit
Incidentally, I get _substantially_ lower CTR's on my client's name.
Obvioulsly they already know who we are, and they are looking for
information ABOUT us. Great, an educated consumer and all that, again. They
don't need to see our ad, or click on it, they already know more than the
person I was trying to reach.
And I just feel so good about being one up on the competition.
-Robert Bethge
Venture Forward
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