|
|
|
5 Secret to Effective Pay Per Click Advertising
Yes, pay per click advertising will cost you but if you do it right, it should make you money. If you are running pay per click advertising campaign and more money is going out than coming in, something is not right. Here are 5 steps to targeting...
Advertising Balloons take Marketing to a New Level
Regardless of what business you're in, it's safe to assume there
are times when you want to catch someone's attention. Perhaps
you want to drive more traffic to your retail store. Maybe you
want your booth to stand out at a street fair. Perhaps...
Internet Advertising Options.
Internet Advertising Options Copyright Alan Martin http://AJDirectCashflow.co
m
Your online business will likely require more advertising than a
contemporary business downtown, yet some new to the world of
online business do not spend the...
Microsoft and PPC Advertising -- Not Quite a Flirt Anymore
Google AdWords and Yahoo! Search Marketing (formerly Overture) face new competition from Microsoft's newly released PPC program, MSN AdCenter .
Currently, MSN still displays search ads from Yahoo! Search Marketing, through a contract that...
MLM’s and Home Businesses Get Free Advertising in Las Vegas!
Copyright 08-01-2004 by Gina Novelle at www.thirdpocket.com I’ve been self employed for 18 years, so marketing is not a new issue. My technology expertise has always been extremely easy to market. Last year, I decided to open an MLM business...
|
|
| |
|
|
|
|
|
|
The Case for Overture to Enter the Mass Contextual Advertising Market
Contextual Advertising is, by definition, text-based advertising. As opposed to search engine results which show up when a user types in a specific request, contextual ads appear alongside text on all websites that opt to show them.
The market leader in contextual advertising is Google. Through its AdWords™ program, advertisers can choose to syndicate their ads on relevant websites. On the other side of the equation, website owners can join Google’s AdSense™ program to serve these ads.
Google is not the only company that allows website owners to serve contextual ads. There are a host of others such as Searchfeed.com and Revenue Pilot that also do this. The problem with using these other firms is that the price-per-click you receive will most likely be less than the price that Google pays you. This is because advertisers generally bid/pay on an auction basis. Since Google has so many bidders, the price that the advertiser pays is greater than they pay on lesser search engines (classic supply/demand economics).
There is one search engine, Overture, which also serves large volumes of advertisers, and as such, has keyword bid prices that are as high as, and often higher than Google’s. While Overture does offer contextual advertising, it has strict limitations which prevent the vast majority of websites from enrolling. Specifically, Overture limits its contextual advertising program to websites generating more than 1 million web searches a month.
Overture clearly is missing out on a huge revenue source by limiting program participants. The
rational behind its selectivity is most likely the fact that its contextual advertising program relies heavily on Overture's editorial team to avoid poor matches that a technology-dependant approach inevitably produces. As an example, according to statements released at the time of the program’s launch by Bill Demas, Overture's Senior Vice President, without editorial intervention a story about a person stabbed to death could easily carry knife advertisements.
While Overture is missing out on significant revenues, web publishers are also missing out by Overture’s non-participation. This is because, if more web publishers were able to choose between AdSense and Overture’s programs, Google would be forced to become more aggressive with the percentage split that it gives AdSense publishers. While it has been reported that big Google partners such as AOL.com receive 80% of the revenue per click generated by Google ads, AdSense publishers report figures in the 10% to 50% range.
So, web publishers should really begin pushing Overture to open up its contextual advertising program as web publishers, and potentially Overture/Yahoo!’s shareholders, could reap significant financial benefits.
About the Author
As President of Growthink, Dave Lavinsky has helped the company become one of the premier business plan development firms. Growthink clients have collectively raised over $750 million in financing, launched numerous new product and service lines and gained competitive advantage and market share. For more information please visit http://www.growthink.com
|
|
|
|
|
|