Pay Per Click Search Engines Newsletter #64
Targeting holiday shoppers
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December 5, 2007
CONTENTS:
1. It's not too late to target holiday shoppers
2. Microsoft provides new tools for advertisers
3. Yahoo to sell ads in PDF documents
4. Happy holidays
1. It's not too late to target holiday shoppers
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If you're selling products targeted at online shoppers it's not too late to adjust your campaigns to get the most out of your advertising spending.
In a report issued by the Atlas Institute the trend in recent years has been for the peak days online to be on Mondays and Tuesdays. The prediction for 2007 is that the peak online shopping day will be on "Cyber Monday", the Monday two weeks before Christmas, December 10.
The peak time for online shoppers is the middle of the day, between 12 noon and 4 pm. According to the Atlas Institute "it may be worth considering paying a premium for space on Mondays and Tuesdays, placements during the middle of the day, fixed one-day placements or high-impact rich media."
After Cyber Monday, the Atlas Institute suggests that it would be wise for advertisers "to adjust their messaging and offers to the mental and behavioral shift that occurs on Cyber Monday. For instance, advertisers can allay consumers' shipping concerns with offers of guaranteed shipping. Consumers will also be attracted to in-store pickups, and last minute deals that are highlighted still in stock in your brick and mortar stores."
The Atlas Institute is the research and education arm of Microsoft Advertiser and Publisher Solutions.
To learn more about Microsoft adCenter click here:
http://www.payperclicksearchengines.com/msn
2.Microsoft provides new tools for advertisers
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In an effort to compete with Google and Yahoo! Search Marketing for a share of the advertising market, Microsoft has announced that it is developing new tools to help advertisers develop and maintain more effective campaigns.
One tool that will come into production next month is the adCenter Add-in for Excel 2007. The add-in is designed to help advertisers understand keyword popularity and trends, and to gain insight into demographic and localization information of actual queries.Users will be able to conduct keyword research and plan keyword strategy from within an Excel spreadsheet, using attributes like relevance, historical cost information and projected volume. It's designed to help advertisers understand keyword popularity and trends, and gain insight on demographic and localization information of actual queries.
According to James Colburn, Group Marketing Manager, adCenter Communications Group, "It's designed to help our advertisers become more knowledgeable about their customer base," Colborn said. "As a search engine, we have a lot of data on a keyword. The goal here is to work with our advertisers to provide a toolset they can use to access that data in an easy-to-use fashion."
As many advertisers are already using Excel to work with keyword data from third-party sources, it is a sensible move on Microsoft's part to create a tool that allows them to work withdata directly in Excel.
Microsoft adCenter: http://www.payperclicksearchengines.com/msn
3. Yahoo to sell ads in PDF documents
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In a deal with Yahoo, Adobe has recently begun offering publishers the ability to monetize their PDF files with contextually targeted text ads.
Ads will appear in a side bar to the right of PDF content in a manner similar to search ads. Yahoo will sell the placements on a CPC basis and split the revenue with Adobe and the individual publisher. The program is limited to US. publishers with English language content, and these will be able to use Yahoo's ad management system to track impressions and response rates.
Yahoo advertisers will not know when their ads appear next to PDF content, but Josh Jacobs, VP for publisher solutions at Yahoo, said the company will consider allowing advertisers to opt out of the format or to specifically target readers of PDF documents.
More information:
http://www.clickz.com/3627721
Get $50 in free clicks when you sign up for a Yahoo account:
http://www.payperclicksearchengines.com/yahoo
4. Holiday greetings
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I'm off to Australia in a couple of weeks, to spend Christmas with family and to welcome a new grandchild into the family. It's an exciting time for us.
I'd like to take this opportunity to thank you all for your support during the year and to wish you all the best for the coming holiday season and for great success in 2008.
All the best,
Glennys Faulds
