The Search Engine Industry never remains stagnant, and therefore, your online marketing campaigns shouldn’t either. It’s time to clean things up a bit! That being said, when was the last time you gave your campaign a Spring Cleaning?
It is always good to test out new engines, ad copy, keywords, and/or landing pages, especially if you are not seeing the results you are looking for. Maybe you have added new products and/or services that have not yet been incorporated into your Marketing Program? Perhaps you have a new landing page that you would like to try out? What about new engines/channels? If it makes sense for your business model, why not try: Business.com, Amazon.com, Quigo.com and/or Verizon.com?
While the big names like Google, Yahoo, and MSN still take up the largest piece of the pie, these other channels can certainly be beneficial and deliver very targeted and relevant visitors to your site. Don’t limit yourself, and by extension, your website, by focusing solely on the top 3 engines.
Get out there and test the waters with some new channels, keywords, landing pages, ad copy, etc! A Spring Cleaning may be just the solution to give your campaign the boost needed! Happy Spring Cleaning!
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:
All of this has helped Quigo become the contender they are today in the contextual ad space. It is very attractive to be able to hand pick sites where advertising dollars are to be spent….and to stay away from those that may not fit with the demographic you are reaching out to. Further, by giving the advertiser the capability to choose a specific section, there is an opportunity to reach site visitors as they dig deeper into a publisher’s content. Another cool thing about choosing site placement is the ability to go local with contextual text ads. Quigo’s network contains many local newspaper and television sites. By selecting placement on these sites and customizing your ad copy – local advertisers are presented with cost-effective channels to reach their local readers (or readers with interest in the local area).
Publishers also benefit from the transparency Quigo offers. In short, advertisers are willing to pay more for ads on sites like Foxnews.com, ESPN.com, etc than for ads on unheard of blogs and forums.
While Google is moving toward this same type of transparency…it could be a too late to gain (back) some advertisers. For Google, this does not seem to be a concern. Kim Malone, director of online sales and operations for Google AdSense, said “We don’t expect a lot of demand for that placement targeting…it’s the brand, the display advertisers who care where they run.” In my experience working with advertisers of all sizes, I have found otherwise. While larger companies may have larger budgets to work with, companies of all sizes see the importance of being able to focus in on a target audience. I would pay for a TV commercial…but would not be willing to pay very much if all I knew is that the commercial would be on TV at some point during the day. What if I want to see my commercial? Where do I begin to look? With no further direction, I could be surfing all day. However, if I was given the chance to pay for a commercial on NBC, airing during The Office….I would be willing to pay more than if the commercial was aired on the Sunshine Network during a program about martial arts weapons.
Although they have not expressed concern with Quigo overtaking the contextual ad space, Google is making moves to align AdSense more closely with Quigo’s model….be on the lookout for changes to reports in the coming month(s).
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.