05-26-2006, 11:08 AM
Article explores the different types of targeting (geographical, site, contextual, and demographic) available to pay-per-click advertisers and how to use them to boost the effectiveness of your campaign:
full article: http://www.internetretailer.com/dailyNews.asp?id=18686
Quote: The web universe is big and getting bigger all the time. Narrowing the field by targeting campaigns is one way marketers using paid search seek to minimize clicks less likely to pay off and boost ROI. But different targeting concepts face marketers with different challenges and opportunities...
Geographical targeting is one way to set up a CPC campaign, with international, national, regional or even local parameters. The chosen parameters should be based on the goals of the web site, according to Laratro. Contextual advertising, another means of targeting, has shown an upside and a downside to marketers that use it. Its been a blessing and a burden to CPC advertisers...
full article: http://www.internetretailer.com/dailyNews.asp?id=18686