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Tham khảo tài liệu 'winning results with google adwords second edition_5', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 84 Winning Results with Google AdWords FIGURE 3-8 Official Microsoft bulletins appear prominently in the main search results for Windows-related queries but some searchers are eager to receive a third-party viewpoint so they click on the nearby ad for Brian s Buzz a biweekly newsletter about Microsoft Windows. Recent figures presented by James Lamberti of comScore at the SES San Jose conference in August 2007 indicate that Yahoo and Microsoft monetize show ads next to in excess of 75 of queries on their search engines. Google monetizes less than 60 meaning more white space in the ad area. That likely increases aggregate user satisfaction. But it s not just about white space. By ensuring that the ads are more relevant than they once were all three leading search engines have taken major strides towards increasing user satisfaction. Measurable and Nonintrusive The AdWords Difference AdWords is such a different environment from what advertisers have traditionally encountered that many have had trouble adjusting their strategy to suit this new medium. Here I ll outline what makes it so different and groundbreaking. Request Marketing The idea of customers finding you after searching for something related to your offering turns traditional media and advertising metaphors on their heads. Seth Godin s 1999 classic Permission Marketing alerted marketers to the difficulty and rising cost of reaching consumers amidst the cluttered landscape dominated by old forms of interruption marketing. However his proposed solution to the clutter problem developing relationships with customers through opt-in email marketing still rests on the assumption that a company will broadcast messages to large numbers of people. Such marketing is getting much tougher to do effectively now that the inbox has become another site for clutter. And the problem remains how do you get users to opt-in in the first place Godin envisioned contests and incentives run by companies with fairly large CHAPTER 3 .
