Paid Search: Who Really Is On First? - 08/25/2005
MediaPost Publications - Paid Search: Who Really Is On First? - 08/25/2005 by Robert Murray: "It amazes me that there are people out there who still believe the myth that paid search is simple. It's not. In fact, it's downright complex -- and getting more so every day. If the rules aren't changing, the players are. If the players aren't changing, the playing field is. If the field isn't changing, the tools are. So who really is on First?From keeping up with the major players and their rules, to accommodating expanding keyword volumes, to understanding the role of technology, paid search is a complex game with one constant: Things are changing all the time.
So what's a marketer to do to stay in the game? Here's what you need to consider:
Playing Field The playing field is ever-evolving. There are currently three major auction platforms (Google, Yahoo!, and AskJeeves) with MSN launching soon. While they are all keyword auctions at the core, each one has different nuances.
Keyword Volume Expansion As keyword prices continue to rise, marketers are continually forced to expand their keyword set in search of cheaper conversions..
Role of Technology Further still, there's the role of technology and its impact on the outcome of the campaign...bid management tool...
Conc: the game of paid search is complex and changing daily. For marketers, understanding the components of paid search and the changes taking place is critical to staying in the game and remaining competitive in this arena. "
posted by Jen @ 7:40 AM
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