Instead, I hear more and more about the rise of the demand side platform or "DSP." (Full disclosure: my husband works at one of them.) But it's not my husband who has convinced me of this sea change (although don't tell him that!)  Rather, it's the marketers themselves who are embracing the data and advertiser driven DSP model. There are many companies who call themselves DSP's, some already established like AdChemy, x+1 and Media Math but there are others are cropping up recently including Turn, DataXu, AppNexus and others. Most have a combination of optimization and data targeting that is geared for marketers, with a buying strategy that mostly takes advantage of inventory on ad exchanges. What will separate winners from losers are quality of the services and technologies that make up the offering. In other words, are they easy to work with and do they provide results?

With the rise of independent DSP has also come a crop of automated buying platforms created by the agencies, including Vivaki, WPP's B3 and Havas' AdNetic. Many in the industry wonder if agencies have the technical and analytical chops to compete with the independent shops. But no one denies that they have great positioning in the market, already working with the very advertisers the product is meant to serve.

It's very possible that these two forces in the industry will replace what ad networks have done for marketers in the past. Certainly, my alma mater, Ad.com no longer exists the way it once did.

Look for a lot more research on this shifting landscape in the near term from Forrester.

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Already a member? Login here. to access your analytics and financial. We are an Internet Advertising Solutions company in India. Specializing in developing the solutions which make advertising work on the Internet for Web publishers. Get Pay per click advertising – online advertising directly on sites of your choice. Promote your business online with our cost effective online advertising service: Pop-under ads, text ads, layer ads and banner ads.

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Less fuel consumption may make pump owners and suppliers frown, but it could bring a smile to the faces of online business owners, whose products all of a sudden may have greater appeal to consumers looking to eliminate unnecessary shopping trips during the current fuel crisis. To reach these frustrated drivers, consider creating new campaigns with ads that specifically point out the benefits. For example, sites that sell home theater equipment or cooking supplies might consider writing ads that stress the savings and ease of watching movies or eating meals at home, as opposed to in theaters or restaurants.

Additionally, sites for local attractions, such as hotels, festivals or fun vacation spots, can consider geotargeted ad campaigns that display their listings to users searching from within the city or state of the business. A resort in Goa might want to target users in Pune who would normally travel long distance to reach their vacation destinations. By presenting themselves as an affordable alternative to expensive travel in train or flights, advertisers can court a local audience that they may not have been able to tap into previously.

Even non-local sites can appeal to price-conscious consumers: Rental car companies can create ads that tout fuel-conserving cars to appeal to travelers who want to hit the open road without getting slapped at the pump. Time to fill up your online campaigns with some high-octane ads. Pay Per Click Management Services Cost starts at $190 or Rs. 9500/- per month.

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Identifying your ideal market enables you to better target customers and control ad cost. You can set your own daily spending limit and view estimated impressions and clicks for the maximum bids you set. Increase or decrease the number of impressions and clicks you are projected to receive simply by adjusting bid or spending limit. Examples are pop-up ads, separate ads that appear on the sides or tops of the page; and inline or in-text contextual ads.

As against the static contextual advertisements, the future online ad campaigns will be dynamically created and hosted for search engine listings. This will provide quick answer to users’ search queries. It will extend your business’s reach and increase website traffic by featuring your ads on publisher sites and in collaterals. Content matching creative will take your ads beyond search results to help you attract more customers to your site

The challenge is to make sure that the searched keyword delivers a compelling creative and points to the right page that provides an answer to the user’s query. Many media firms and advertisers are developing tools to automatically generate keywords, write and publish the ad the moment content on the site updates. The reasoning is that an immediate connect to the search keyword and will drive quality audience to a website.

Online advertising Industry in India and Pay Per Click Campaign Management Services:
Online advertising is still in initial stages in India, while in other parts of the world it has already taken deep roots. The share of India’s online advertising in world pie is almost negligible. But in fast developing countries like India and China; where Internet users are growing very rapidly, SEM has a huge potential. India’s leading advertisers are starting to advertise online, but at a very slow pace. Indian companies are also showing keen interest in promoting their products or services online. Currently finance sector is most dominating in online advertising and accounted about 40% of total online advertising in India.

Some of the leading companies from this sector are HDFC, Citibank, SBI, and UTI etc. FMCG goods have just started to come in led by companies like Hindustan Lever, Procter and Gamble etc. FMCG accounted about 20% of total online advertisement spending in India. Consumer durables companies are also coming and accounted 15% of total online advertisement. Share of media sector is about 10% and rest comes from other. In India, most popular form of online advertising is banner advertising.

The reason, it is easy to create, place and use. E-mail advertising follows it.
India has to cover a lot of grounds to come up to the level of online advertising as, say, a country like U.S. There are many stumbling blocks in the growth of online advertising in India like, psychological fears of IT, high cost, low education and above all low awareness level. Still many Indian companies are hesitant, anxious and doubtful about the potential it offers. Unless these are dealt with online advertising can’t really take off in India.

Most Indian advertisers use the popular form of contextual advertising used by search engines to display ads on their search results pages or publisher network websites based on what word the users has searched for or the publishing website content. The cost per user acquisition through search marketing for portals in India are high. Surely, innovation has a cost attached to it. Such campaigns are an approach to communicate the look and features of a website to the online community.

We at SEO Trends offer the latest PPC search engine internet marketing website for pay per click bidding and reviews of Overture, Google Adwords, Kanoodle, etc. and effective ways to promote your website on all major search engines. Contact for a quote or refer standard SEO prices.

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We commonly see displays and media ads promoting the sale of items to celebrate the special day or event, but how often do you see businesses doing similar promotions online? Special occasion marketing is becoming very popular online. One of the most common ways that businesses are implementing such marketing ideas is through Pay-Per-Click (PPC) campaigns.

What is PPC? As you search for your topic of interest online, you may notice that you receive two sets of search results. There is a listing on the left side of the page that is called your Search Engine Optimisation (SEO) results and another on the right side which is your Pay-Per-Click (PPC) or sponsored link results. You sometimes may receive two or three PPC results at the top left side also. Top search engines such as Google, Yahoo! and MSN provide this PPC service that allows you to advertise your business on their search network. You are required to indicate the price that you are willing to pay for each visitor that clicks on the ad. You only pay when the person clicks on your ad.

To get your website listed on the left side of the search engine results (Organic Search SEO Results) requires a number of steps and can take months, but you can get listed in the PPC results within hours.

Keyword selection and cost: To determine the cost of the clicks that you will receive, you must decide on which keywords you are willing to buy. So how will you know which keywords to buy or bid on? Well, you may start by asking yourself the question, “What would I search for if I was looking for my product or service?” Also ask friends and business associates the same question. The answers to this question will give you a starting point for your research to verify if the keywords you came up with are being used by the Internet Public. The search engines that provide PPC service include tools that can help you verify the popularity and minimum bid price of your keywords.

The laws of demand and supply are no different in the PPC market than in any other market, so the more popular the keyword, the higher the bid price. Keyword prices vary from US$0.01 per click to as high as the highest bidder makes it. Fortunately for you, not many Indian companies are using online advertising medium yet. You may have to pay competitive prices for the keyword “kitchen applicances”, but if you bid for “kitchen applicances in India” you will find little or no competition.

PPC Campaign Setup: Once you have selected all the keywords relevant to your business, you need to create your campaign. This involves setting up several keyword groups and the related ads that should be displayed, establishing a budget and other general campaign activities. If you are a retailer carrying many products your keyword research exercise may have yielded you hundreds of keywords. Therefore, it would make sense to arrange the keywords into related groups or ad groups as it’s called. You would then create at least 1 ad for each ad group, which is the four-line display that you usually see on the right side of your search engine results. The ads that you create should be appealing enough to encourage searchers to click on them. The amount of text space you have is limited so must be efficient in your use of words.

As previously outlined, you will be paying for each click (or visitor) to your website from these ads. Even if you have an unlimited budget I am sure that you would still want to control how much you spend on your campaign each month. You can actually determine a daily budget for your clicks which when reached will ensure that your ads will no longer be displayed.

If the products and services that you provide are limited geographically, then you can create a setting for this in your campaign. For example, you can limit your ads to be displayed only to persons from Jamaica. The setting is flexible enough for you to select 1 or many countries or territories. You can even determine the time of day that the ads are shown to website surfers.

Managing the PPC Campaign: The real work starts after you have completed the setup of the campaign and have made it active. Convincing business owners, especially those in the Small to Medium Enterprise (SME) sector, to spend on intangibles is one of my most challenging tasks. Business owners are usually frugal people who want to see real returns on any investment made and calculating returns on any marketing or advertising campaign can be difficult. However, with the advent of PPC technology you can now easily calculate your return on investment for any campaign.

The initial management of the campaign involves daily monitoring of the clicks you receive and the result of those clicks. You will have to examine which keywords and ads are generating the most clicks and determine which clicks result in a customer or lead. Armed with this information, you must then make adjustments to your keywords, ads and/or your bid price to ensure that you are achieving a return on investment. The tools at your disposal from the PPC service providers are usually very helpful.

Over time and with your input the campaign will become optimised and may not need daily monitoring. However, it is very important to keep abreast of the changes occurring in the search engines as these changes can have significant impact on your campaigns.

PPC Click Fraud: A type of internet crime that occurs in pay-per-click online advertising when a person, automated script, or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad’s link. This means that someone sees your ad and continuously clicks on it to increase your monthly click charge.

The main beneficiary of click fraud is the search engine but the main culprits are usually persons who are acting as affiliates for the search engines. These persons legally carry the search engine’s ads on their website and earn a percentage of the revenue when someone clicks on the ad You may sometimes find advertisers’ competitors engaging in click fraud activities but to a lesser extent.

The fact is that search engines are aware of this and are putting in place technology to prevent it. If advertisers can no longer achieve a return on investment from their PPC campaigns then they will no longer use it. Fortunately, this advertising medium can still be profitable if set up and managed properly. In addition, there are a number of companies offering software solutions to detect click fraud from campaigns. If you can provide evidence of click fraud within your campaign, the search engine will give you a refund.

Even without fancy software you can detect blatant click fraud if you are keenly monitoring your campaign. The bottom line is, click fraud or not, if you are making a return on your investment then continue with your campaign. Otherwise, scrap it. Contact for PPC Consultancy.

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People trust TV ads and news the most, and web the least. But hang on, It’s a different story if you are aged between 18 and 34, when you are more likely to trust the web than the press. A sign of things to come? This is as per a recent comScore survey that quantified consumers attitudes and receptivity to advertising across various media + the results at American Marketing Association’s Mplanet conference last year, where top marketers gathered to discuss growing consumer control, new media and marketing performance.

In an Indian context, the proliferation of television is starting to give me pause for thought. The younger mass is more interested in self-validating the promises made by media campaigns and they know that Internet have all the resources for them to interact and invent, before reaching a decision. A nightmare for advertisers!

The surveys found that consumers are most likely to notice advertising for a product or service if they see it on television: 85% overall. Content websites garner a much lower 28% attention level. Television ads also generate a higher level of trust than ads carried on websites. However, the good news for internet marketers is: the survey found that 18–34 year olds are much more comfortable with new media ads.

So what it means? Well, the greater receptivity among the young to internet advertising suggests that the future is bright for new media advertising. This is the reason why Microsoft acquired digital marketing firm aQuantive for USD 6 billion, WPP bought 24/7 Real Media for USD 649 million, Google snapped DoubleClick for USD 3.1 billion and Yahoo acquired RightMedia advertising for USD 680 million. Media Giants + Technology Giants. New Media Big deals, aren’t they?

Also refer http://globescan.com/news_archives/bbcreut.html. Get Internet Advertising Consultancy.

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A cognitive psychologist, reckons that a user forages through a website in search of a piece of information in a manner similar to that employed by an animal foraging through a forest in search of food. Watch the user’s foraging behaviour (his clickpath) closely enough, and you can work out what scent he is chasing, and thus what kind of information he is after. For example, if a user begins by looking at a article on romantic dinners and winds up trying to purchase espresso ice-cream, he (or, in this case, perhaps she) is more likely to follow up by clicking to an article selling perfume or candles than to an article offering pencils or glue.

Sites such as that of Amazon.com, already use programs that guess what else a user might want, based on his previous clickpath. This allows the site to work out which products a user ought to find most enticing, and to recommend them. But to assess a site’s usability, experts have created programs that does the opposite. Given a target, these programs can predict the clickpath that a user would take to get there. This is how one expert explained such programs works:

The Program begins by taking a snapshot of all the words on a website, and of all the links connecting the site’s pages. It then assigns a smell to each link. This smell is a mathematical formula known as a vector, and is composed of three elements. The first contains the words of the link itself (the highlighted text that a user clicks on to get to the page). The second contains the sentence leading up to the link. The third contains the article that the link leads to.

Vectors can be compared mathematically to see how similar they smell. This is done by checking how many words each element in one has in common with the elements in the other with the proviso that matches between first elements have higher value than matches between second elements, and second-element matches count more than third-element matches.

When the program is let loose on a site by feeding it with a word or phrase, such as a product name (the digital equivalent of waving a fugitive’s handkerchief under its nose), it follows the scent trail from article to article by looking for the link on each article that smells most like its target. If it easily gets to the article intended by the designer of the website as the destination of a real user who had the same target in mind, that points to good site design. If it weaves from article to article before arriving or, worse still, fails to arrive at all that suggests a site that will leave users frustrated and confused.

Naturally, such a process is useful only to the extent that the computer program searches in the same way that a person would. The current way of rating the ease with which a website can be navigated involves assembling a team of human testers, briefing them, getting them to perform a set of searches that they are not really interested in, collecting data on their failures and successes, and analysing it.

Not only can the bill for such an exercise add up; it also involves doing what most geeks would rather avoid at all costs working with people, who are consistently inconsistent in their likes and dislikes. This is where such programs can provide a viable alternative.

References: The Economist and BBC Publications
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