Tactics: Keywords |
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There are several ways to purchase keywords. The first is to
contact sites and ad networks that offer the ability to purchase
banners above search results and have your message delivered
above the text-based results. Another way is to work with sites
like Overture.com and Sprinks.com to purchase the text links
that result from a visitor’s search and craft the message and
define the click-through URL the person can click to get to your
site. Yet another method involves working with a site such as
AskJeeves.com to have the answers to a person’s search questions
populated with the exact material you would want that person to
see, along with appropriate referring URLs they can select.
Finally, AOL and RealNames offer the ability to buy keywords
that can be typed in directly to the “browser line” (where you
would normally type in http://www….), such as AOL keyword:Travel
or Internet Keyword:Heartburn. These would automatically resolve
to your web site, or any particular sub-sections or microsite
URL of your choice. This is also an excellent way to tie TV,
radio, print and outdoor campaigns to the web, since each
keyword can be traced back to it’s source and form the
foundation of a truly integrated offline/online marketing
effort.
