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Info on Branding and Ad Networks in PPC

Category : paid search


I’ll admit that I was getting a little worn out with paid search recently. If you’re a small business marketer such as myself, your time is limited and anyone who’s managed a PPC campaign knows that it can be very time consuming if done correctly. Plus, I was getting more and more concerned with click fraud and the content network pushing bad clicks my way.

Well, I’m rejuvenated. I recently got Google’s new Website Optimizer up and running and I’m launching a new product soon that has put me back in the keyword research and ad copy frame of mind.

I’m even finding time to catch a few articles related to PPC. Here are two I recently came across that you might find interesting. They’re focused on paid search branding and PPC on smaller ad networks.

Paid Search as a Branding Vehicle: Kevin Ryan has an article posted at iMedia Connection highlighting the Yahoo! Searchlight Award win by Avenue A | Razorfish. His article points out that paid search is being used as a vehicle to promote brands and is becoming less dependent on direct response metrics. The article talks about ways paid search can be used in synergy with other marketing mediums to promote messaging.

Don’t Get Hosed by PPC Ad Networks: Daniel Yomtobian has written a good article talking about smaller ad networks not having the resources to sort out the good traffic from the bad. Advertisers, such as me, are demanding more and more quality for paid search and are becoming less tolerant with having to monitor click fraud ourselves.

Comments (2)

I admit that PPC is a fast way to brand a product but it will not be a long term solution. Search engine marketing should be a long term goal.

Great article. Huge advancements in ad network technology