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gazette
Issue # 207 (11-17-2003)
Pay To Play Is Here To StayMarketing your Web site using the search engines has moved, rather quickly, from "Hit or Miss" Optimization into a much more market driven set of options. Does the ability to paying the engines to get what you want level the playing field, or further divide the big guns from the mom and pops ? |
| In the Crosshairs |
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I'd like to introduce you to GalaxySearch.com, a relatively new entry in the Pay Per Click Search Engine (PPC) realm, but one that is making waves very quickly, and most certainly deserves our attention and trial usage. GalaxySearch is taking PPC to a different level, with some very intriguing features that are sure to not only attract advertisers (you and me), but also serve the searching audience better, something that many PPCs seem to be missing the boat on (they are not as customer-focused as they should be). Here are some of the things that caught my attention:
Country-Specific Bidding. You can bid on your keywords to appear specifically to users in various countries. In other words, you can bid on "color swatches" for US searchers and "colour swatches" for people searching from the UK. This allows you to target product and service not just by keyword phrase, but also by country of origin. They currently support over 40 different countries actual working with actual quality traffic, more than any other PPC engine. Lexical and other turning mechanisms. They have the ability to turn on and off lexical searching bidding to the URL level. No longer do you need to maintain and manage thousands of keywords to catch all of the plurals and misspellings. At GalaxySearch, your bid on "car" works for searches on "cars, autos, automobiles, automobile, passenger cars, etc". This will save we advertisers a lot of time in the bidding and keyword selection process, and as a searcher, this will drastically increase relevance. Misspelling won't simply show another "eBay" link, but will be matched up properly based on this lexical analysis of the search term. GalaxySearch has made this system opt-in so that we as advertisers can choose not to use lexicals, but personally, I can't imagine not doing it even if it's just because I'm lazy. Another cool feature is the ability to suspend one URL of many. Extensive fraud checks. As you know, in PPC, there's always going to be some fraudulent activity. You shouldn't have to pay for clicks from a PPC engine that do not result in a real-live visitor. GalaxySearch not only runs all clicks through a 150 point fraud checking algorithm, but each questionable click is then viewed by human eyes to catch trends that automated systems cannot. Their commitment to delivering only legitimate traffic is impressive, and something for which I have a great deal of respect. Wide distribution of both results and backfill. Additionally, they feed data to some of the major search engines, some exclusively, giving their advertisers more exposure. From a searchers' point of view, their meta search back end ensures non-duplicated results from the rest of the Internet. We're going to be hearing a lot from GalaxySearch.com over the next couple of months. I'm impressed by their offerings enough to spend some more time than I probably should looking at their system. I'll be conducting a few interviews with their principals over the next few weeks, and reporting in The Gazette whatever I learn from them. GalaxySearch: http://www.galaxysearchcom/advertising GalaxySearch: http://www.jimworld.com/apps/go.php?to=galaxysearch |
Read the In the Crosshairs section from the Last Issue or in the Following Issue
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