Thursday, November 6, 2008

Search Ads Vs. Display Ads?


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Rafael Robinson
Another Website Stole Our Code/Content
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Someone has copied an old version of one of our websites and so have our analytics code on there. Is there any way to stop this affecting our analytics results or do we just have to use a filter on our analytics results?

Also, what's the best way to have this other website not use our code and content? We can't contact the person directly and so would like Google to drop them from the search engine listings. What's the best way to contact Google to try and make this happen? We obviously don't want our own site rankings affected by this scenario.

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Chris Crum
Search Ads Vs. Display Ads?
Thursday, November 06, 2008

Many online advertisers continue to struggle with the decision to use either search engine advertising or display advertising. Google AdWords, Yahoo Search Marketing, Microsoft AdCenter and the like, or good old fashioned banner displays. Both offer valid reasons, and each outperforms the other in different areas.


Editor's Note: Advertisers would be wise not to tie their hands with one method of online advertising. Using various methods to compliment each other can strengthen a brand and ultimately yield better results. Do you use search and display ads together?

Why Not Use Both?

Perhaps you should consider using a combination of the two to truly get the most out of you campaign. There is a common belief that search engine advertising delivers a better return-on-investment, but according to Matt Lillig of the Yahoo Analytics Team, a combination is more likely to do so. He says that advertisers just aren't measuring display ads in the best fashion. He writes on the Yahoo Search Marketing Blog:

Specifically, many advertisers primarily use conversion percentage to measure the success of their display ads and search keywords. For example, if a display ad converts poorly (it has a low conversion percentage) then the advertiser typically lowers the budget for the ad, shifts the budget to another channel like search, or pulls the budget entirely.

The problem with only using the conversion metric method is that it is a "last click" metric. "Last click" means that the ad only gets credit for the last click the visitor made before they converted. For display ad and search keyword purposes, a last-click model doesn't reveal the true value of the ad. For example, a display or search ad wouldn't get the credit for driving conversions to other campaigns. This can be a major issue, as advertisers might end up cutting the budget on an effective display campaign that is driving additional conversions, brand awareness and increased visitor traffic to your web site.


He then goes on to discuss the "assist" metric in Yahoo Full Analytics, which measures the number of times that display ads or search keywords contribute to the conversion of another ad or keyword.

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Things Have Changed

There is no question that Pay-Per-Click search engine advertising has gained tremendous popularity over the years with the rise of the services mentioned in the introductory paragraph. In their early stages, they appeared to be a fresh alternative to banner ads that seemed to be attracting less and less attention. Perhaps more importantly, they brought a relevancy to ads that was not really present in older display ad campaigns.

The fact that they were based on searches assured a targeted audience that was more likely to be interested in the products being advertised. This concept was and continues to be a very attractive one to advertisers.

However, display advertising platforms are now offering such a concept, which combines not only relevancy and targeting, but the branding power of eye-catching visuals. In addition, platforms like the Google AdWords Display Ad Builder, MySpace's MyAds, and others allow the advertisers themselves to easily create professional looking ads without having to go through designers or ad agencies.

Google AdWords Display Ad Builder

Create AdWords Display Ads

And let's not forget the well-targeted method of email advertising, which happens to be the preferred method of small businesses for the holidays according to Constant Contact.

Marketing Holidays



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About the Author:
Chris Crum is a staff writer for WebProNews and iEntry Network.

Eight Reasons the Internet has Changed Politics Forever

Rich Ord By Rich Ord

Improve your competitive advantage with the white papers in this eKit: Download Now
The Internet forever has changed national politics, and this election year has made the point crystal clear. Below are eight game changers that have made the Internet more important since the last election.

Barack Obama Game Changer #1:

Possibly most game changing of all has been Obama's use of the Internet to raise money. In the 1980's, it was Republicans who altered fundraising by successfully using computers to fine tune and manage mailing lists of donors, which was utilized to help them take over Congress for the first time in 40 years. That was no small feat. However, the Obama campaign used the Internet to help them raise over $600 million in contributions from over 3 million donors.

Barack Obama's campaign has singlehandedly destroyed the concept of public financing of major political contests. Ironically, it was the Democrats who championed the public financing of presidential campaigns, and it is they who have killed it. The $600 million spent this election by Obama will likely be a billion dollars per candidate in four years.



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About the Author:
Rich Ord is the CEO of iEntry, Inc. which includes WebProNews.com, Twellow.com and numerous other vertical and community sites.
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