November 12, 2004

(Continued)

Other disadvantages of Trusted Feed
Although advertisers using trusted feed don't need to worry of large outbursts of click-fees or such big variations, they still need to monitor their campaigns closely, to ensure their maximum profitability. A steady stream of visitors from trusted feed listings could, in certain cases, come to an unexpected halt. As with conventional and generic SEO, with trusted feed, you will still need to have your Web pages optimized, if you want the best positioning on most engines.

Another common disadvantage to using trusted feed is the amount of people it generally takes to prepare all the data. It is fairly easy and simple for a programmer to export data inside a document. However, in some large companies with thousands of different products to sell on their sites, this can take a few months if there are some problems. So there could be additional delays, which might in effect circumvent one of trusted feed's main features: faster time to market.

Conclusion
Trusted feed inclusion programs are not for every marketer or advertiser. By their inherent design, some trusted feed programs are more appropriate for larger companies, or advertisers that have larger budgets and can afford longer-lasting ad campaigns. However, this does not mean that a smaller company cannot use them, or that they are cost-prohibitive.

Carefully evaluate your ad needs and consider the budget you have to work with, in order to determine if a trusted feed program is really appropriate for your company.

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Reference:
"Search Engine Advertising" by Catherine Seda.
347 pages. New Riders Publishing. Indianapolis, IN. 46240.

Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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