Re: FN-FORUM: Banner advertising

date posted 2nd May 2008 14:51

You can use AdWords to serve up just content adverts. Just set the search
PPC bid value to 1p (so it gets ignored) and then set the content PPC bid to
whatever.

Also, you can choose to bid for content adverts by impressions - I believe
the minimum bid is 15p per 1000. Using this method you can search and choose
the specific sites you want your adds to appear on. On some sites, where
they collect data, you can target specific demographics as well as
geographic location and time of day. So, for example you could target males,
aged 20-30 in Leeds, using a specific site, between 8 and 10 in the evening,
on weekdays only.

I know this can still be 'pull' marketing to an extent, as you're
targeting - but is it really any different to your example where you place
tempting goods at the checkout? After all wouldn't a women's fashion store
have different items next to their checkout than say Halfords?

It should be more cost effective, as you are only paying for serving adverts
to your target. Google also provides tools to help you track profitability.

AdWords cost is also linked to your sites PageRank and the relevance of your
advert to the keywords or site. Can make it more expensive if you are trying
to promote a new site with low rank.

Nigel.
----- Original Message -----
From: "Colin Rainsforth" [EMAIL REMOVED]
To: [EMAIL REMOVED]
Sent: Friday, May 02, 2008 3:25 PM
Subject: Re: FN-FORUM: Banner advertising


>
> Hi Nigel,
>
> At 13:41 +0000 2/5/08, Nigel Page wrote:
>>Have you tried google adwords?
>
> An example might be a key fob compass, hob lighter, a set of mini
> screwdrivers, a funky lemon squeezer. Handy stuff people pick up at
> checkouts etc. when they see them but don't usually go out with an
> intention to purchase.
>
> Other examples might be new products or services which people might find
> useful but don't yet know exist or can be found online - and therefore
> won't be searching for.
>
> In both cases it's necessary to take the product to the market (push)
> rather than the other way around (pull) and ensure that the running costs
> are low as you're not expecting to get high conversion rates.
>
> Have you found AdWords effective for this kind of thing?
>
> ColinR
> --