Monday, July 19, 2004
CyberJournalist.net: Paid search: Jump on the bandwagon now:
"Borrell Associates has reversed its previous position and sent a memo to clients strongly recommending local Web publishers jump on the paid search bandwagon. "We believe that the scales have tipped in favor of local Web operators participating in programs such as those offered by Google and others, and that non-participation will actually disadvantage site operators." Borrell estimates that paid search boosts online revenue of newspaper and TV sites by 2% to 10%. "Whatever you do, get in the game now," the memo says.
If sites wanted to maximize revenue, Borrell recommends:
• Increasing the number of pages on the site, and/or increasing the locations
where the text ads appear.
• Determining which ads produce the highest click-through rates and making sure you're producing pages on which those ads will appear.
• Employing page-design techniques that ensure readers will look at the ads."
"Borrell Associates has reversed its previous position and sent a memo to clients strongly recommending local Web publishers jump on the paid search bandwagon. "We believe that the scales have tipped in favor of local Web operators participating in programs such as those offered by Google and others, and that non-participation will actually disadvantage site operators." Borrell estimates that paid search boosts online revenue of newspaper and TV sites by 2% to 10%. "Whatever you do, get in the game now," the memo says.
If sites wanted to maximize revenue, Borrell recommends:
• Increasing the number of pages on the site, and/or increasing the locations
where the text ads appear.
• Determining which ads produce the highest click-through rates and making sure you're producing pages on which those ads will appear.
• Employing page-design techniques that ensure readers will look at the ads."
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