Newsletter

Editor's Note - 3/28/2002

Hello Friends,
All of us are on the lookout for cost-effective ways to promote our websites. As the Internet evolves, new and different promotion techniques arise.

In this issue we discuss two relatively new advertising venues that you may not be aware of. Take a moment to look into them and see if they may work for you.

Enjoy.

Dr. Jerry R. Perrich
Editor
editor@websitemanagementtools.com

Keyword-Related Advertising

Search engines provide a unique venue for advertising, because users identify their interests when they do searches. For example, if a person searches for “bicycles”, they have revealed their interest. If you were selling bicycles, you probably would jump at the chance to put your ad in front of that person.

This kind of targeting is unique to the Internet. A viewer reveals their interest through keyword searching and a related ad is served up to them – one-on-one advertising.

Yahoo may have been the original engine/directory to offer this kind of advertising – but at minimums and rates that only large advertisers could afford. Now many other engines/directories are getting involved and at a level that smaller advertisers can afford. A popular example is Google Adwords.

Here are two other examples that may offer you highly cost-effective advertising opportunities.

Ah-ha Premium Banner Program
Just launched by Ah-ha, this Program appears to have excellent potential. The concept is to serve up very large “skyscraper” banner ads (160w x 600h) that are displayed to the right of the search results in their partner engines.

The Program is underway now and the results are impressing. Ah-ha claims that clickthrough rates are 10 – 50 times higher than standard banner ads.

Ah-ha has signed up Looksmart, Altavista, Earthlink, and ATT as Partners so far. Several other major search engines have contacted them, and it is likely that this program will be in these major engines within 60 days. This gives excellent market reach.

There is a key advantage to trying out this program very soon. They are limiting the number of advertisers for keywords to 2 or 3 at a time. That means that in the future if you are advertiser 4, 5, 6 or higher, you may not be able to “capture” your most important keywords. But if you sign up now for a test campaign, they will give you preferred treatment in the future – so you never get locked out of your desired keywords. Also, they will never raise your rates.

So it might be timely to check out this Program now. Click here to learn more.

IxQuick Spotlight Program
The IxQuick meta search engine is highly regarded as one of the best meta search engines around. Their Spotlight program allows for image and text messages to be displayed prominently in the upper right corner of the search results.

Having images in the ad is key in our opinion, because the ad will get far more attention than static text. IxQuick offers the opportunity to include images.

This program is not well known. But with over a million searches a day and growing, IxQuick is becoming more and more attractive as an advertising venue. Click here to learn more.

Measuring Advertising Results
It is crucial to measure the results of all advertising campaigns. One of the great advantages of the Internet, besides the ability to target your message, is the ability to measure your results with great accuracy.

When you run advertising campaigns, do tests first on a limited basis. Evaluate the results based on comparing the actual “cost per visitor” of a campaign to your budgeted “cost per visitor”. Then focus your advertising on those campaigns that give the best results.

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