MSN PPC Advertising Network Finally Debuts

Written by Joel Walsh

MSN is launching its own PPC advertising program with new demographic and behavioral targeting features in France and Singapore in mid-late 2005.

MSN PPC Advertising Long-Awaited Debut Announced You probably already know that there are really only two major players inrepparttar world of PPC advertising: Overture and Google Adwords. Byrepparttar 136994 end of 2005, there will likely be a third: Microsoft's MSN Search.

Microsoft recently announced that it is launching its new MSN PPC advertising engine in Singapore and France by mid-late 2005. Smart marketers are probably already planning how they might justify advertising their products or services in Singapore to get a taste ofrepparttar 136995 new service. The service's introduction into Canada,repparttar 136996 UK, andrepparttar 136997 US may very well come beforerepparttar 136998 end of 2005.

The new MSN advertising program has been long awaited. MSN is Microsoft's leading website property, and perhapsrepparttar 136999 web's most visited "portal" (website with both search and content such as news) after Yahoo! MSN's search engine accounts for one in five web searches, putting it in third place behind Google and Yahoo!

Search engine advertising mostly a two-player game Currently, MSN shows advertising that comes from Overture,repparttar 137000 web's largest online advertising network in terms of revenue. Overture was bought by Yahoo! a number of years ago. Since Yahoo! isrepparttar 137001 direct competitor of MSN in every way, plenty of people have been wondering why MSN didn't take its advertising program in-house long ago. It seems especially strange considering that even Lycos, whose search engine now accounts for a small fraction of total web searches, has its own advertising network.

In many minds,repparttar 137002 fact that Microsoft would go to Overture only demonstrated how excellent an online advertising program Overture was, and just how hard it really is to set one up. Before going to Overture, MSN was getting advertising from LookSmart, an advertising network that does not own any websites that compete with Microsoft properties in any big way. Even before it had lost its largest advertising outlet, LookSmart was widely seen as a subpar second-tier engine, in a category with FindWhat or even Kanoodle. The fact that LookSmart had seemingly squandered a chance to make inroads into an online advertising market dominated by two big players cast a lot of doubt on whether there would ever be a serious challenger to Google Adwords and Overture.

Online Advertising Traffic and the First Law of Web Surfing

Written by Joel Walsh

Hint: don't send send your online advertising traffic to your homepage.

How do you convert online advertising traffic into customers? The key is a phenomenon of human behavior that only comes into play onrepparttar web.

You won't read about this phenomenon in books or articles on general principles of advertising or direct marketing. In fact, traditional advertising professionals and direct marketers often create only so-so online advertising campaigns simply because they've never heard of this phenomenon, even though it's essentiallyrepparttar 136993 first law of human web surfing behavior.

How to convert your online advertising traffic into customers Ready to find out what that all-important first law of web surfing is? Prepare to be not very amazed. You see, everyone who surfsrepparttar 136994 web already knows about this phenomenon of human behavior because we all do it--even you.

So here it is,repparttar 136995 first law of human web surfing behavior, which you absolutely must take into account when marketing your website: While surfingrepparttar 136996 web, almost everyone will hitrepparttar 136997 "back" button if they think there's a chance--even a small chance-- they've come torepparttar 136998 wrong web page.

The corollary to this law of web surfing behavior: Anyone who clicks through to your site via an online advertising link needs to know they've arrived atrepparttar 136999 right place as soon as they get there.

Immediately. Within a second. From a click glance. Without having to read anything. The average human attention span onrepparttar 137000 web has been measured at eight seconds, and you'll have already lost a few seconds whilerepparttar 137001 page downloaded.

The Key(word) to Converting Advertisement-Clickers into Customers How do you make absolutely sure visitors feel like they've arrived inrepparttar 137002 right place?

Makerepparttar 137003 title and first heading of your landing page (the page on which a visitor "lands" after clicking on an advertisement)repparttar 137004 same asrepparttar 137005 headline ofrepparttar 137006 advertisement that brought your visitor there. Ifrepparttar 137007 landing page links to a banner (image) advertisement, userepparttar 137008 same pictures and color scheme asrepparttar 137009 advertisement.

The landing page absolutely must immediately remindrepparttar 137010 visitor ofrepparttar 137011 advertisement.

The advertisements, in turn, must flow logically fromrepparttar 137012 keywords they are targeting. Even if your advertisements are appearing on websites rather than search engine results, you need to be thinking in terms ofrepparttar 137013 keywords people are using to search for your product in order to speakrepparttar 137014 language of your prospective customers.

That's why it is very important both your advertisement and landing page incorporaterepparttar 137015 target keyword prominently, in headings as well asrepparttar 137016 page body. That's also why it's so important you don't send your visitors from online advertising to your homepage--it's unlikely you could optimize your homepage for all your possible advertisements. Visitors who arrive via advertising need to land on a special "landing page," or they may crash and leave your site.

Conversions: your advertising campaign's goal But what happens once visitors land on your site and decide to stay more than ten seconds? It's no use if they just hang around. They need to convert.

Important definition: In online advertising parlance, saying a website visitor "converts," means he or she has taken a desired action toward becoming a customer, either 1) buying something or 2) contacting you for more information, thereby becoming a lead.

The percentage of visitors who convert out ofrepparttar 137017 total number of visitors who arrive at your page isrepparttar 137018 conversion rate. Your goal is to get this rate as high possible. You do that by findingrepparttar 137019 right message to display on your landing page, and also by targetingrepparttar 137020 advertising so you are getting visitors who are most likely to convert.

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