June 11, 2004

There are many advantages to using Fixed Placement Advertising in your paid online marketing campaigns. As one might expect, there are also a few drawbacks. But all in all, you should carefully evaluate fixed placement as a good source for additional traffic to your website.

As you can probably tell from the name, the definition of fixed placement advertising can be summed up as a text link that is locked into a specific position, among other paid listings on the search results page. Fixed placement means that your ad generally doesn't move, even if some of your competitors don't renew their ads, although there could be some exceptions to this.

Some of the major search engines, such as Google and Yahoo offer such fixed placement advertising programs to some of their clients. Such programs are usually included at the very top of their results pages. At times, certain advertisers are offered a chance to add a slightly longer description of their services in that area. Yahoo calls this area "Sponsor Results", while Google calls it "Sponsored Links".

At any rate, these text links are always at the top of the page, ahead of their generic or 'organic' (free) listings. To have an idea of how this looks, just go to Yahoo, and then to Google and type the keywords "Car Insurance" and look at the top of the pages. In Yahoo, you will see four companies advertising for those keywords, beginning with Progressive Insurance.

In Google, the same keywords will generate two links, again with the first one being from Progressive Insurance. On Google, notice how those two links are shaded in a bluish colour. This is to distinguish them from Google's organic (or free) listings.

Next: Four main advantages of Fixed Placement Advertising >>>

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

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