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Paid search and ad network reach

Written on: Feb 10, 2009
Author: Edward Barrera |
: Share; Paid search and ad network reach

ADOTAS — John Federman, president and CEO of Searchandise Commerce, passed along a few words on how to engage buyers by leveraging the collective strength of paid search efficiency and ad network reach:

“In recent years, the Web has become the vehicle of choice for consumers researching, pricing and purchasing products and locating retailers that stock desired products. In fact, Pew Internet & American Life Project reports that 81 percent of Web users go to the Internet to research products prior to purchase.

As such, savvy marketers have begun to incorporate paid search as part of their Internet advertising strategy as a means of reaching the buyer while they’re online. However, the cost of doing so has risen exponentially year over year, with more and more companies competing for similar keywords and market share. And while paid search has been an effective medium for manufacturers to reach consumers, in a segment where products are often sold through indirect channels, search may not be the most efficient investment.

In 2009, look for marketers to begin using a new kind of ad network – vertical search networks which leverage the pay for performance and ROI metrics of paid search, as well as the more subliminal branding effects of premium listings in search results. These highly targeted networks build upon the best practices of the first wave of paid search but go one step further, combining the notion of cost per click and targeted, measurable reach within an identifiable target, retailers – all without the skyrocketing price of keywords that cause ads to be seen across the great unwashed.

Vertical search networks benefit every entity in the retail chain: manufacturers can leverage cost per click bids to secure premium slots within search results and product listings – where nearly three-quarters of clicks happen – across a network of leading retail and comparison shopping sites, and only pay when their offering is clicked; brand managers achieve heightened prominence in the distribution channel; and agencies that support leading brands deliver a concise and cost-effective network buy across key outlets.

Marketers are seeking out more cost-effective solutions to drive brand awareness and increase sales. These new ad networks will do just that.”

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Tags: ad-network, John-Federman, paid-search, search and Searchandise-Commerce

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