Not all search marketing is created equal
InternetRetailer.com - Daily News for Thursday,�October�2, 2003

Search engine advertising specifically involves pay-per-click placements, she notes. With pay-per-click search advertising, sites are guaranteed top placement in the search engine and in its distribution network. “MSN Search, which uses Overture, and Google AdWords add the extra punch of giving higher priority to ads that are frequently clicked on, deeming them more relevant...

contextual ads that both Overture and Google offer, called Content Match by Overture and AdSense by Google. “With contextual ads, when a user is looking at a web page, the ads showing on that page are going to be very targeted and, from the advertiser`s standpoint, very relevant to what the user is looking for,” Thurow says. “The ads are text-based and not intrusive...

Thurow urges retailers to balance their needs when considering search advertising and search engine optimization. “With search advertising, when you run out of money, you lose your position,” she says. “But if you optimize correctly the benefit can last for years.” The drawback to optimization, however, is that there it can take a long time to show up in results and there’s no guarantee as to where a retailer’s site will place in results ”

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