June 11, 2004

(Continued)

If you feel that certain of your keywords might be hampering your overall ad campaign, you should ask for a contract revision, in an effort to replace those inefficient keywords with others that will hopefully bring you better results.

Advertising contract length and minimum costs
The only way you might get a price discount on most fixed placement programs is if you commit to longer-term contracts. However, this will substantially increase the amount of risk you are taking. Although this is extremely hard to get, ask for a cancellation clause in your contract, since there is no way of telling in advance how any ad campaign will perform. Most major search engines today have severely restricted or completely eliminated cancellation clauses on fixed placement programs.

Conclusion
Although Fixed Placement isn't for everybody, you should carefully evaluate its features and benefits, as well as the drawbacks before you 'take the plunge'. Fixed Placement can have its limitations and there are certainly a few drawbacks. But, in the quest for online supremacy, companies and advertisers with fairly large budgets will want to take advantage of some of the fixed placement most important features.

Carefully choosing the right online ad vehicle should be done carefully, since the wrong decision can end up costing thousands if not hundred of thousands of dollars in the end.

Add to this the fact that your company might also be damaging its brand or its image in the marketplace, if not done correctly.

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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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