A Visit with Adam Soroca, a Representative from Terra Lycos

Written by Robin Nobles

Recently,repparttar Academy of Web Specialists (http://www.onlinewebtraining.com) hadrepparttar 128015 good fortune of having Adam Soroca, a representative from Terra Lycos (http://www.lycos.com), attend a chat session to visit with our students. Mr. Soroca provided some excellent information about Terra Lycos as well as their plans forrepparttar 128016 future.

As means of introduction, Adam isrepparttar 128017 Group Product Manager for Lycos InSite and is in charge of building a comprehensive suite of search marketing tools. He has general management responsibilities forrepparttar 128018 vision, execution, and delivery ofrepparttar 128019 Web-based platforms.

Adam explained further,

“I am charged with building a search marketing platform for Lycos. We launched our first product based on paid inclusion intorepparttar 128020 FAST Web index in February of this year. We were very quickly able to prove that by nature of our brand and presence, search marketers would come to visit for search marketing services.

“Two weeks ago, we launched our second product, InSite AdBuyer, a cost-per-click ad auction engine. Both of these products are designed aroundrepparttar 128021 concept of contextual advertising, so that a searcher is presented with highly relevant information when performing a search.

“While our platform is currently focused on our own index, we seek to provide one-stop access for all search marketing needs, including multiple index submission and multiple bid-management capabilities. All of these are designed to drive traffic (i.e., customer acquisition). We are also looking further downrepparttar 128022 visitor experience torepparttar 128023 ROI side to encompass campaign management.”

The following are questions asked by Academy students to Mr. Soroca.

Question: “I see when I do a search on Lycos that there is an 'advertisement' onrepparttar 128024 right side. Is thisrepparttar 128025 InSite AdBuyer?”

Adam: “Correct. Those arerepparttar 128026 AdBuyer cost-per-click ads. Our advertisers bid to be inrepparttar 128027 1st, 2nd or 3rd positions.

“These are highly targeted ads as they are exact match keyword driven. So behindrepparttar 128028 scenes, advertisers are involved in a bidding auction to vie for that space.”

Question: “When someone clicksrepparttar 128029 'place your ad here' link, does it show whatrepparttar 128030 bids are forrepparttar 128031 keywords in question, so you know what you have to bid against?”

Adam: “No, actually we don't displayrepparttar 128032 prices onrepparttar 128033 front end. To viewrepparttar 128034 prices for particular keywords, advertisers must sign up for an account and view that inrepparttar 128035 advertisers’ area.”

Question: “What results does FAST supply to Lycos?”

Adam: “FAST currently provides Lycos with our search results. Our paid inclusion platform enables Web site owners and marketers to guarantee that their Web content is included inrepparttar 128036 Web index and frequently refreshed. This differs from paid placement in thatrepparttar 128037 paid inclusion customers do not necessarily show up inrepparttar 128038 top ofrepparttar 128039 results just because they paid us. This content is viewed byrepparttar 128040 relevancy algorithm and displayed appropriately.

“Currently this program is available to small/mid size companies for an annual subscription. For larger companies, it will be available at a cost-per-click (those sites >1,000 URL’s). Paid placement and paid inclusion are two separate products. If you bid for placement, you pay for actual clicks. If you buy paid inclusion, that means that your pages are guaranteed to be inrepparttar 128041 Web index (spiders can't find everything), andrepparttar 128042 content will be updated every 24-48 hours. So, if your content changes,repparttar 128043 index will reflect that much more quickly. With an index of 2.1 billion documents, it can take FAST a while to recrawlrepparttar 128044 entire index. This program guarantees you are in there.”

Question: “So, you have to pay for inclusion before you bid for placement? Is this what I understand?”

Adam: “They are two separate programs. The paid inclusion relates to FAST andrepparttar 128045 Web index. The paid placement relates torepparttar 128046 three ad panels that display on Lycos Search.”

Question: “And your placement number in Lycos is then based onrepparttar 128047 algorithm ofrepparttar 128048 page submitted?”

A Visit with FindWhat.com CEO, Craig Pisaris-Henderson

Written by Robin Nobles

The Chairman and CEO of FindWhat.com (http://www.findwhat.com), Craig Pisaris-Henderson, recently attended a chat session and visited with Academy students regardingrepparttar FindWhat.com performance-based advertising network.

This enlightening chat shed light on one ofrepparttar 128014 leading pay-for-performance advertising providers (providing keyword-targeted text ads to search engines and other large portals) and offered tips for achieving better results when purchasing keywords.

Craig began by giving some background information on FindWhat.com.

“FindWhat.com.com is a leading performance-based marketing company that introduces buyers and sellers online. We allow advertisers to bid on keywords, and then we distribute those keywords to over 200 distribution partners. We serve approximately 1 billion searches per month and handle well over 700,000 transactions per day. We have 20,000 plus advertisers from all overrepparttar 128015 world.”

Craig is one ofrepparttar 128016 founders of FindWhat.com, and as a result of his strong dedication to developing FindWhat.com, he was recently chosen as one ofrepparttar 128017 nominees forrepparttar 128018 2002 Ernst & Young Entrepreneur ofrepparttar 128019 Year Award.

Craig answeredrepparttar 128020 following questions from Academy students.


One billion is a very large number. How much of that comes fromrepparttar 128021 US?


We concentrate onrepparttar 128022 US marketplace at this point, so to put a percentage on it, I would say 95+% comes fromrepparttar 128023 US.


What is your vision for FindWhat.com? What are we going to experience in 2003?


I've been hinting around on several earnings calls that we were looking at both international initiatives and diversifying our primary traffic (distribution partners). I would say both are strong possibilities for 2003.


Are there any major partners (in North America) that you could hint about?


We recently announced a new relationship with Terra Lycos. We are providing a turnkey keyword advertising service to both Lycos and HotBot Web properties. They brand and sellrepparttar 128024 service, and we provide our complete private label product comprised ofrepparttar 128025 keyword-targeted pay-for-performance ad service, account manager interface, and customer service.


My company just opened an account with you. Is there any way to automate our system for bidding purposes?


We do offer several automated functions but have not focused on automatingrepparttar 128026 bidding process for several reasons. For example, if you have multiple bidders with a high "cap" andrepparttar 128027 system automatically increases bids, then you would have artificial increases that give an unfair advantage to larger companies since they have larger budgets. This has recently been seen in other systems that have introduced such functions.

There are many other reasons, butrepparttar 128028 important thing to understand about FindWhat.com is that we are focused on keeping a "fair playing field” for all advertisers. We feel there are many different ways to market a product online. But to date, there has not been a "fair" way for thousands and thousands of advertisers to participate. Again, we are focused on helping advertisers of all sizes rather thanrepparttar 128029 ones withrepparttar 128030 largest budgets.

We feel that inrepparttar 128031 long run, this will build a larger and stronger company.


What are your recommendations for a beginner pay-per-click client at FindWhat.com? For example, strategy, budget, etc.?


Concentrate on your keywords and descriptions. Give our reps a call. As I mentioned earlier, we serve over 1 billion searches per month, so if you want to get traffic, you need to be identified byrepparttar 128032 user as a site that hasrepparttar 128033 product they are looking for.


When bidding on your keywords, does FindWhat.com have an auto bid function to help reduce bid gaps betweenrepparttar 128034 #1 and #2 position?


We implemented several functions that help eliminaterepparttar 128035 gaps you are mentioning. But if you really want to keep tabs on it, we suggest you log in frequently or contract a bid management company.

We do have a BidOptimizer feature, which will allow you to chooserepparttar 128036 position you wish your keywords to obtain (positions 1 through 5) withinrepparttar 128037 FindWhat.com results. This feature also allows you to put in a maximum bid price. If, for example,repparttar 128038 keyword you wished to haverepparttar 128039 number one position had a current bid price of $1.00,repparttar 128040 BidOptimizer would put your bid to $1.01, unless you had a max bid price of less than a dollar. In that case, it would put your bid at one penny overrepparttar 128041 next possible bid position, within your cap limit.


In your opinion, what arerepparttar 128042 top three mistakes made by new users?


The top three are: 1) They do not focus onrepparttar 128043 keywords that are actually deliveringrepparttar 128044 ROI. 2) They do not focus on an accurate description. 3) They let their account run out of money overrepparttar 128045 weekend when we experience heavy usage.

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