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AOL inks targeted internet advertising deal with Google
AOL has inked a deal with online search company Google that will allow advertisers to target only AOL sites.Until now AOL has used Google's AdWords system but advertisers have not been able to place ads exclusively on AOL's search engine.
The new tie-up will allow marketers to buy ads to run just on the AOL web search engine site, rather than across the broader AdWords network.
Known as AOL Search Marketplace, the service will offer the same functionality and features that advertisers expect from Google AdWords, with the additional benefit of being able to optimise traffic coming from AOL.
"Our advertising clients have told us they want the ability to target their search advertising to users of AOL Search, and now with AOL Search Marketplace we can offer this service," said Mike Kelly, AOL Media Networks president.
"We have found that there is a significant impact when search and display campaigns are coordinated. The addition of the AOL Search Marketplace enables us to offer advertisers end-to-end solutions, everything from AOL to our industry leading third-party display network to video advertising and performance ads."
AOL has also launched local search and shopping search to its system to enhance the customer experience.
Meanwhile, Google has entered the mobile voice search arena
with the release of a voice-activated directory assistance service in the US.
Using speech recognition technology, the service connects caller directly to their requested number for free.
Web owners can make staggering marketing returns using Direct Link Ads.
marketers are reminded that search budgets should be spent in the right areas.
As noted by the BBC, a website's prominence is often guided by how many other web pages are linked to it: "One of the most important factors in deciding how relevant particular sites are is to count how many other sites link to it."
This has been known for a long time by link building specialists, who maximise the number of inbound links and thereby increase its importance.
For firms to stay a step ahead of the pack, it is critical that they to continue to spend heavily in search engine marketing - but especially in link building.
Search Marketing news posted on 10 April 2007
