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Digital Advertising Information You Need to Know |
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Digital Advertising info
you need to know — Vol. 1 A recent search engine development promises to dramatically change the entire search engine ranking equation for companies wanting to build traffic for their websites. Overture, a search engine directory with a pay-for-performance game plan has signed Yahoo as an additional outlet for their five top-ranked clients (per search phrase) as well as having purchased Excite. Now you can purchase a top ranking on keywords relevant to your business for as little as 5 cents per click through. DDA cannot resell Overture positioning and has no program in place to make a profit on any Overture effort you undertake. DDA feels that because the Overture/Yahoo program is brand new and as of yet undiscovered, there is a real opportunity for our clients to capitalize on the program and benefit greatly at very modest cost. We want you to know DA Buzz. Yahoo, Alta Vista, Excite and AOL are all partnering with Overture to sell top rankings to the highest bidder of each keyword phrase. If you go to Yahoo and search any keyword or keyword phrase that relates to your business you will notice 3 separate listings at the top of the search returns page that is categorized as sponsors. If you then go to www.overture.com and search that same keyword or phrase you will notice that the same 3 listings top their results. Additionally, you will find a price noted at the end of each listing. This is the price that the sponsor is paying to be ranked in that position. How it Works: Tips and Hints: Type into the search term suggestion tool all the words and phrases on your list, make a printout of each and then check each subcategory word in the main Overture search engine to find out the highest bid for that word/term. The bargains are self evident. Some of the downsides to the Overture program is that it takes considerable time and effort to select the keywords you want, write and submit the descriptions, and track the keywords to be sure you are one of top 3 or 5 listings. The Overture programs automate some of this but we have no information on how well managed your program will be under their direction. Also, as the program matures the keywords you want will inevitably become more expensive as competitors bid up the listings. For the moment, in many cases the keywords are a bargain that you may want to take advantage of. While the Overture Program has great potential for companies willing to invest the time and money, the listings are still labeled as sponsors and the searching public may eventually grow less likely to click through and instead opt for the free and theoretically objective listings. This is ultimately what has happened to banner ads. DDA remains convinced that there is no substitute for the free search engine rankings that can only be achieved by having a content rich, focused and easy-to-use website that is optimized on a continual basis resulting in a good rankings by the major search engines. 85% of all website visits still originate from free search engines. Tapping this free traffic generating solution remains the most cost effective and powerful way to have new customers find your website. As many of our clients already know, DDA's SureThing Search Engine Optimization Program is the perfect solution for high end search engine website optimization at an affordable price. www.4surething.com That's DA Buzz (Digital Advertising Information you need to know) from DDA Dynamic Digital Advertising www.zeroonezero.com David Katz |
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