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Premium listings - the big leap
are premium listings worth the five figures?
claimsweb




msg:1133281
 12:24 pm on Mar 13, 2003 (gmt 0)

Hello all

I am currently considering a premium listings campaign on google and have been researching the pro's and cons. This forum as usual has come up trumps and has filled in quite a few gaps but Im still nervous as hell about making the big leap. I have to say that from the threads Ive gone thru here its looking like a 50/50 split on those for and those definately against.

I guess you have to account for the vagaries of business life in that some things work for some operations and not for others. Still Im surprised that given the spend involved and the sophisticated product - some people end up massively disppointed.

I operate in a fiercely competitive sector where ave cpc are around $6. Ive ran an adword campaign for 10 months with relative success and have tried the tweaking in order to steal a top premium slot without the commitment. Problem is its now getting harder and harder so Im almost decided on a premium campaign.

My concerns / questions are:

1) Can you have include than 1 URL and therefore market a number of online ventures under on premium campaign? Or is it one URL - one sector - period.

2) Do you stay at the top until your agreed budget is spent or do you drop in and out as with adwords?

3) How does the cpc work - do google simply set a cpc rate per word at the beginning of the campaign, estimate the impressions and stick with it? Or does it vary if max cpc / bids on adwords are increased by the competition?

4)Can you delete under-performing or overly expensive words and manage the account similar to adwords? Or do google retain FULL control

5)How is the #1 & #2 slot decided upon for specific keywords? First come first served? Do google help to choose words or refine your current crop?

6) Is there a limit on the amount of keywords your allowed - I have 80 in my main campaign (its been trimmed significantly in recent months) and want them all included. I read somewhere that your five figures only buys you a set amount of words - surely not?!

7)If some of your words are taken and already premium listed by two companies - do you have to lose the words from your campaign?

I could go on and Im sorry for the ramble but I aint taking a 10k gamble without speaking to people who know the biz.

Any advice greatly appreciated.

C

 

Shak




msg:1133282
 12:48 pm on Mar 13, 2003 (gmt 0)

claimsweb,

excellent post and allow me to answer "some" of the questions.

1) Can you have include than 1 URL and therefore market a number of online ventures under on premium campaign? Or is it one URL - one sector - period.

Yes quite possible, depends on the initial campaign that you buy, so always advisable to get multiple projects under 1 campaign.

2) Do you stay at the top until your agreed budget is spent or do you drop in and out as with adwords?

You BUY the right to be Position 1 or Position 2, but the key is to buy 100% of inventory (+ any over delivery), this way your competitors can get any leftovers.

3) How does the cpc work - do google simply set a cpc rate per word at the beginning of the campaign, estimate the impressions and stick with it? Or does it vary if max cpc / bids on adwords are increased by the competition?

Its normally done on a CPM model (cost per 1000 impressions) which is arranged at beginning of contract, at present adwords bids have nothing to do with it.

4)Can you delete under-performing or overly expensive words and manage the account similar to adwords? Or do google retain FULL control

Auto optimisation of creatives, and you can have LOTS of them, and editorial are NOt as strict as the gestapo running Adwords, Your account manager handles everything, but you have very good reporting tools to hand.

5)How is the #1 & #2 slot decided upon for specific keywords? First come first served? Do google help to choose words or refine your current crop?

First come first served, but be sure when booking a campaign with 1 and 2 available, to "specify" Number 1, otherwise it could go to someone else and you end up with #2 (been there got the T-shirt, whilst the other dude got the broken nose)

6) Is there a limit on the amount of keywords your allowed - I have 80 in my main campaign (its been trimmed significantly in recent months) and want them all included. I read somewhere that your five figures only buys you a set amount of words - surely not?!

Not that I am aware of, I have had 100s in the campaign.

7)If some of your words are taken and already premium listed by two companies - do you have to lose the words from your campaign?

No Comprende.
Jeg Ikke fastoer.
Menu nahin pata
I dont understand :)

hope some of the above helps.

Shak

claimsweb




msg:1133283
 1:21 pm on Mar 13, 2003 (gmt 0)

Shak

Great reply - hopefully this will help others that are in my position and are confused by the diverse views on Prem ads and how they operate.

A far as 7) is concerned - let me elaborate.

If I am the 3rd buyer to acquire the google prem ad inventory in my sector, how does this affect the placing of the ads and the effictiveness of the campaign? We cant all be #1 or #2 all of the time for the relevant search terms because one would lose out and if it is first come first served then the third buyer surely loses out on the entire inventory - IF the inventory has been acquired in full by the previous buyers.

Having read that back - Im not sure its much clearer.

Reason I ask this is that my business is ultra competitive and there are only say 50 kw that work - and I mean really work. You can wordtrack to death on the sector but you'll still be left with a core of 50 that work and the rest that are one hit wonders.

Im also waiting for a reply from google on the above points and will let you know what 'official' replies they come up with. Finally - for the record, my business is UK based.

C

Shak




msg:1133284
 1:26 pm on Mar 13, 2003 (gmt 0)

then the third buyer surely loses out on the entire inventory - IF the inventory has been acquired in full by the previous buyers.

yes, thats how it works.

if advertiser A and B have got 100% inventory with unlimited over-delivery, then u got NO chance of getting in.

Kate Burns (head of their UK team) is a member here. so I am sure you will be well looked after.

alternatively you can join "GPAWI" (Google Premium Advertisers Wanting Inventory) membership is only 15,000 per month, and chques payable to ME :)

Shak

vibgyor79




msg:1133285
 2:07 pm on Mar 13, 2003 (gmt 0)

>>> if advertiser A and B have got 100% inventory with unlimited over-delivery, then u got NO chance of getting in

Yeh Na Insaafi Hain
Idu Sari Alla
It is not fair :)

This is anti-competitive and will allow big boys with deep pockets to throttle competition. They should rotate the advertisers.

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