Re: AltaVista Testing Paid Search Results

From: Paul Bruemmer <paul_at_radicalmail.com>
Date: Mon, 19 Apr 1999 14:02:35 -0500 (CDT)

keyword seeding, optimization, spamming, whatever you wanna
call it - here's my spin.

#1) keywords must be carefully selected, not all yield a
worthwhile conversion.

#2) depending on the industry or offering, the results on
ROI vary quite a bit.

#3) most sites are not prepared to close their offering,
once they've landed the visitor.

#4) the task of optimization is replete with reporting
problems, and scams.

#5) optimization requires significant expense in hardware,
manpower, daily R&D and reporting back-end.

#6) costs are in the $2 to $5 per visitor range when you do
it right.

#7) not all industries can participate i.e., advertising and
some others... too competitive (not worth it)

Number 1: Have you looked at RealNames.com? They deserve our
attention. I predict, this is the answer to URL and search
engine language/finding issues.

Number 2:

Internet now serves streaming multimedia into email and/or
websites with no plug-in required.

Targeting, branding, e-commerce solution, direct response,
and tracking to point of acquisition.

In other words:

A) there are professional solutions to search engine URL
language & brand name recognition.

B) there are better ways to spend advertising budgets.

BTW - I think Alta Vista is two-faced by empowering
RealNames and then launching "Paid Search Results" here is
why:

Go to www.altavista.com and type in a search for ** apple
imac ** Notice at the top is the "RealName" link to
Apple.com's Imac....the authentic page.

Notice the #1 listed "result" on page-one is...you guessed
it! a Microsoft.com domain.

1) Alta Vista should bail on "Paid Search Results" now...
while they can...or take the Press.

2) GoTo.com is GoTo.com, their model has been the same since
day-one. They are the one and only "Paid Search Results"
authentic site. Give them their due. (and no, I do not
benefit or sell GoTo.com)

3) Media buyers should seek robust alternatives. Search
engine optimization, nor Paid Search Results is a viable
media campaign. (branding or otherwise).

3) Alta Vista has a great opportunity with
NetCreations...they should run with that campaign! (no, I do
not benefit or work for NetCreations either).

4) Everyone should go get a RealName! (and no, I do not work
or benefit from RealNames in any way).

5) There are situations where keyword positioning
significantly benefits the advertiser. Very few and far
between.


Paul J. Bruemmer
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Received on Mon Apr 19 1999 - 15:12:27 CDT