Search Engine Advertising, Buying Your Way to the Top to Increase Sales
Thousand Oaks, CA (PRWEB) October 5, 2004
American companies that strike gold with U.S. pay-for-placement search engines such as Overture and Google can now easily expand their market reach. According to one Internet expert, advertising overseas is currently inexpensive and easy but it wonÂt stay that way for long.
Catherine Seda, author of "Search Engine Advertising, Buying Your Way to the Top to Increase Sales" (New Riders Publishing 2004), says that limited competition is keeping ad costs low. On Overture for example, Seda notes that the number one advertiserÂs maximum bid is currently $3.00 per click for the keyword ÂlaptopÂ while the same term for the number one spot is Â£0.27 per click on Espotting, a European-focused search engine.
ÂOverture did have more searches for that keyword than Espotting in one month,Â notes Seda. ÂBut OvertureÂs bid price is more than several times that of EspottingÂs. This is just one example where the cost of attracting qualified site visitors is far less overseas.Â
ÂUnfortunately,Â Seda continues, Âthere are already keywords nearly equal in bid price. However, it may take a good while before bidding competition on international search engines rivals that on American ones.Â
Seda writes that making international search engine marketing easier is Âthe handful of U.S. search engines that are expanding their reach into foreign countries, allowing American-based companies to easily market overseas by extending their keyword buy through U.S. channels.Â
Advertisers comfortable with the Overture or Google pay-for-placement program can use the international sites of these same engines. For example, German consumers may use http://www.overture.de or http://www.google.de, or, they might use a domestic search engine or local content site where the search results are actually provided by Overture or Google Germany.
ÂNow is a good time to test international search marketing,Â suggests Seda. ÂExperienced U.S. advertisers can jump in without major frustration or expense.Â
Catherine Seda is president and CEO of Seda Communication (http://www.SedaCommunication.com), an Internet marketing and training company, and a popular conference speaker.
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