Can Smaller Engines Stack Up?
February 28th, 2007 by 
It has been my experience that most organizations want nothing more than to see their ad displayed in Google, the “Big Fish” in the Sea of Search Engines, but is there more to Search Engine Marketing (SEM) than using such industry giants? Could your money be spent effectively in other engines as well?
Recently I have submitted clients into smaller search engines such as Quigo. While some are not as well known, I am sure you have heard of ESPN, USA Today, and Fox News. Using networks such as Quigo, your companies’ ads will appear within the context of these well-known and reputable sites. The advantage here is that you are targeting highly motivated and interested users in an environment in which they enjoy and trust. I am also able to pick the sites that best fit my clients’ target audiences or even define whether a specific ad should be displayed in a local market or at a national level.
Of course, it is always important to analyze these engines before making any decisions and determine your expected ROI, but I can say that my clients are now enjoying the advantages of utilizing an additional, cost-effective channel for increasing their exposure.
Posted in Search Marketing News
I am a Quigo convert myself. I have seen it work better for some clients than others….but that is also a function of how much budget is available for testing. With so many sites to choose from, you can try different demographic targeting, geographic targeting, etc.
[…] For many, until recent mention in the New York Times Quigo was an unknown. A recent post on our blog highlights positive impact clients have seen by driving traffic through Quigo. This prompted me to dig a little deeper into this contender. Although this smaller company may be viewed as a lightweight by many, this is not the view of seasoned SEM advertisers. In reality the opposite is true….Quigo is providing an ad network that attracts both large advertisers and publishers. Working for an SEO/SEM managing clients’ advertising dollars….the benefits for the advertiser are pretty clear to me: […]