Ads Are Here To Stay: Planning For Ad Placement

Site advertisements can interfere with content and disrupt layout. Yet they are most often part of website requirements, forcing IAs to come up with strategies for incorportating them. Is there a graceful way to handle ads online?

Kirtland, Alex. Boxes and Arrows (2005). Design>Web Design>Marketing>E Commerce

What I Learned From Television

Despite the increasing number of website ads, consumers aren’t necessarily getting their feathers ruffled more, they’re getting smarter.

Danzico, Liz. Boxes and Arrows (2005). Articles>Web Design>Marketing>E Commerce

How To Bid Profitably On Nonconverting Keywords

Google has a bidding methodology called Budget Optimizer that attempts to maximize the traffic you receive for the keywords in a campaign. This is useful for early buying cycle keywords. However, every keyword should be reaching some goal regardless of where it falls into the buying cycle. It was difficult to track the effectiveness of these campaigns until recently when Google made some changes to Google Analytics. Now you can more effectively bid on early buying cycle keywords, or keywords that you want exposure for, but do not have direct returns by combining the new Google Analytics goals with a budget optimizer campaign.

Geddes, Brad. Search Engine Land (2009). Articles>Web Design>Marketing>E Commerce