Searching for a better advertising strategy?

Paul Schulz

This article describes the growth of paid placement search on online destinations such as MSN and Yahoo! The author asserts that as an advertising tool Internet search has many advantages including greater access to online shoppers, more precise targeting, cost and price control and conversion-tracking capabilities.

searching for a better advertising strategy

Consider search advertising to effectively position product offerings

Paul SchulzOverture

About a year ago, agricultural equipment maker John Deere Co. ramped up promotional efforts to help its dealers grow online sales of used tractors, tillers and harvesting machinery.

When determining how to market used equipment on its Machinefinder.com Web site, the farming bellwether turned to search advertising, an efficient and cost-effective strategy to position brands and products directly in front of a growing online population. To jump start its program, John Deere opted for paid placement search from Overture, which allowed the company...

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