, from Tom Hua - Publisher of e*Vision, <br />
and the co-founder of the World Internet Summit. <br />
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This is *Under The Spotlight* … <br />
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Welcome to this issue of e*Vision! by Tom Hua<br />
(Volume V - Issue 2005-08-16)<br />
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The e*Vision ezine is specifically focused on the online <br />
marketing of information products. I hope you find the <br />
information presented in The e*Vision ezine valuable, <br />
and that it helps bring you online success.<br />
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Read ALL Past Issues at == <a href="http://ustoday.net/evision/" target="_blank">http://ustoday.net/evision/</a><br />
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          >>>> >>>> Featured Article <<<< <<<<<br />
      AdWords Ads: To Syndicate or Not to Syndicate <br />
                   - by Chris Burgess<br />
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<br />
When running ads on the AdWords network, one of the first <br />
decisions you will need to make is on which network or <br />
networks your ads will run. You can run your ads on either <br />
the Google "search network" (Google, Earthlink, AOL, <br />
AskJeeves, etc), the Google "content network" (About.com, <br />
New York Times, Lycos, Business.com, Infovillage, etc) or <br />
both. There are plusses and minuses to both that you will <br />
need to weigh before you decide. <br />
<br />
What's the Difference? <br />
<br />
Google's "bread and butter" is their search network and <br />
the ads running on those sites (Google, Earthlink, AOL, <br />
AskJeeves, etc). Customers who are viewing pages on those <br />
search engines are looking for information or products. <br />
Your ads in front of their eyes seems like a good fit, and <br />
in many instances, it is. In my experience, ads running on <br />
the search network have a much higher click-through ratio <br />
than those on the "content" network. Conversion percentages <br />
(the percentage of clicks that turn into sales) is roughly <br />
the same, though there may also be a slight edge to the <br />
search network there as well. <br />
<br />
Google's "content" network is somewhat more complicated. <br />
People viewing the New York Times or Business.com may not <br />
necessarily be looking for a product to buy. Often times, <br />
they're simply looking for information or entertainment. <br />
The ads I've run on the content network have had lower <br />
click-through rates, usually as much as 50% to 75% as <br />
high as those on the search network. You can find quality, <br />
converting customers, but it seems to take more money to <br />
do so (i.e. more clicks). <br />
<br />
It Might be Worth a Shot <br />
<br />
Google states that a lower click-through rate for your <br />
ads running on Google's content network sites will not <br />
penalize or otherwise harm the rankings of your ads <br />
running on the Google search network. Basically, running <br />
your ads on both the search and content networks cannot <br />
"hurt" your ads rankings and therefore your sales. <br />
<br />
If you have a little extra budget, you might want to give <br />
the content network a try, especially if you're trying to <br />
target readers of the New York Times or Business.com. It <br />
might be a great fit. If you have a smaller budget and <br />
you're looking for more steady traffic, go with just the <br />
search network. <br />
 <br />
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Chris Burgess is a Marketing Expert with BuyItSellIt.com <br />
Online Stores (<a href="http://www.buyitsellit.com" target="_blank">http://www.buyitsellit.com</a>). He has <br />
established and maintained successful pay per click <br />
campaigns for BuyItSellIt.com and many of its customers. <br />
To build an online store for your small business quickly <br />
and easily, sign up for your own free 30-day trial online <br />
store at BuyItSellIt.com. <br />
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The e*Vision eZine is published by Tom Hua <br />
Copyright (c) 2001 - 2005, all rights reserved. <br />
No portion of this publication may be reproduced <br />
or transmitted without the express written consent <br />
of the publisher or contributing editors and or writers. <br />
<br />
DISCLAIMER: We disclaim any liability for the use of <br />
Any contributed information contained herein.<br />
<br />
I hope you've enjoyed this issue of the e*Vision ezine. <br />
Please let me know if you have any questions, suggestions <br />
or requests.<br />
<br />
All the Best, until next time!<br />
<br />
Tom Hua<br />
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Read ALL Past Issues at == <a href="http://ustoday.net/evision/" target="_blank">http://ustoday.net/evision/</a><br />
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