Google AdWords and Yahoo Search Marketing Guide - AdWords on TV, Radio and Print
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AdWords offers more features than Yahoo Search Marketing. Google's goal is to eventually dominate the advertising market, and they are serious about it. On top of search, content and display ads, AdWords lets you launch newspaper ads, TV ads and radio ads. Google struck deals with some newspapers, TV and radio stations around the US. So far they have not had much success, but as TV advertising loses value, Google's accurate tracking system looks more and more appealing. Microsoft caught on to this, and is developing its own ad delivery platform.
Cable companies and broadcast giants are not stupid, and may align to block Google together with Microsoft from getting much distribution in traditional media space by developing their own competing platforms. To this day, mainstream media CEOs don't like to talk ROI, because it's poor, but as time goes by and Google/Microsoft press on, they will be forced to.
Google Website Optimizer
Website optimizer is a free multivariate testing platform designed to increase conversion rates delivered by online ads. In essence, you set up two (or more) different landing pages and rotate those pages for each new visitor who clicks on your ad. Two different visitors see two different pages, even though they clicked on the same ad.
Once the tests are over, you can go to the control panel and see which version of the page performed better. If A delivered a five percent conversion rate and B delivered seven percent, then stick with B.
AdWords Dynamic Keyword Inclusion
It's been proven by tests that ads (and search listings) that have keywords bolded in the title are more likely to get a click. If you have a group of keywords you can use the same body text, but enable dynamic keyword inclusion in the title tag. When users search, the ad title will change to match their keyword, but the body text will stay the same. As a result, the click through rate may go up, together with quality score.
Microsoft Adcenter offers a similar feature.
Keep in mind that if your competitors are using the dynamic keyword feature, your ad will look very similar to theirs, so it might be a better idea to stay static.
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