Sponsored links

[Jon12345]

On some keywords, there are links down the right hand side and also a link across the top, just above the search results.

How can you get placement above the search results? Is it more expensive? Are the side adverts cheaper?

Thanks,

Jon

[Mike_Mackin]

[google.com...]

(Google's current campaign minimum is $15,000 over three months.
For campaigns at a lower spending level, try Google AdWords Select.)

[Shakil]

Jon,

I just noticed that you are in the UK.

Mike is correct, however the UK office is more lenient and may allow a campaign with a minimum spend of around £5,000 (depending on Inventory, Popularity of Keyword etc)

So if its UK only traffic you are after, you may be able to do a deal with Google in the UK.

Shak

[Jon12345]

Ok, thanks. It is a little over my budget still!

Jon

[wackybrit]

Some previous threads on this very board have said that you can sometimes get into the Sponsored Link section if you have a high max bid set, and you're the only Adword for that term. I can't confirm that, but enough people have said it for me to pass it on as gossip ;-)

But.. has anyone here actually experienced good results with a sponsored link? If I'm searching for something, I usually check out the Adwords if there are any (rarely click on them, the only time I did I ended up spending $700 on something :-))

I never look at the Sponsored Links.. they just don't attract me for some reason. Do they really pull in a better CTR than regular Adwords?

[Shakil]

wackybrit,

sponsored links are the best paid advertising I have ever done.

CTR between 15>20% over the last 12 months, CPC works out 10times cheaper for equivelant bid on Adwords and Overture.

Hope that answers your question.

Shak

[Jon12345]

I'm confused at the distinction between adwords and sponsored links. ON the google SERPS, they are all called sponsored links.

[WebManager]

CPC OK for specialist / highly targeted searches.

Sponsoreds links if you sell the whole caboodle

[Shakil]

Jon,

I will try and explain the differences.

Sponsored Listings (also known as Premium Listings and Northern Banner) these are the the Advertisements at the top of SERPS (max number of 2).

These are bought on a CPM basis(number of impressions).

Adwords are the ads on the right hand side of the Serps, these are a PayPerClick ad system similar to Overture.

This link may help explain things
[google.com...]

Shak

[Mike_Mackin]

>these are a PayPerClick ad system similar to Overture.

Compare with PPCs
[adwords.google.com...]

[SlyOldDog]

Shakil - we have found premium ads to have good clickthroughs only when there is not much competition on the page. When there are good serps and a whole bunch of adwords, the best clickthough you can hope for is about 5%.

We get the best results on foreign keywords, but then its simple to get your web site ranked top for those SERPs anyway, so why pay for it?

[hurlimann]

Jon Shakil's post covers it well BUT:
If there are no Premium Listings (or just one) often the top one or two adwords bidders will be promoted to the position for Premium Listings.

[Shakil]

SlyOldDog,

I have the Number 1 position on Premium Listings for 1 of the MOST competetive words on the net today (keyword returns just under 10 million results).

Every dirty trick is played by spammers to get page 1 listing, Adwords rate is around £3 on Google, and £5+ on Overture.

Premium listings consistently deliver 13% + CTR over the last 12 months.

It was over 15%, however new Google editorial guidelines meant we had to change the creatives.

Shak

[SlyOldDog]

Interestink Shakil

What's your approach with the creatives? I guess you could teach us a trick or 2.

We have the second place premium ad. This may get clicked on less than the first ad because it has a stronger coloured background.

[Shakil]

SlyOldDog,

I have campaigns on position 1 and 2 for different keywords.

To be honest the difference in CTR is very small 1>2%

as has been said Creative is the key.

I would share my creative, however it would be very hard to show a demo without promoting the product or site, so I shall abide by the rules and keep quiet.

Shak

[2_much]

Shakil how have you been able to maintain the campaign?

We were one of the first advertisers for premium listings (2.5 years now), and every month they let new people in and make it harder for us to get impressions (even though we pay a high CPM).

Any suggestions on how to negotiate a better contract?

[WebManager]

We couldn't understand why our CPC prices on keywords were so low - silly us - the competition had simply given up because our own *properly listed* SERPs were adjacent to their Ads.

I'm not keen on Adwords, or paid-for-placement in general.

It appears like money down the drain - CTRs are low, and the ROI even lower.

I'd genuinely like to hear the opinions of others - I can't see any financial benefit in CPC to date (although one organisation does appear to get some results ...)

It will take another 3 months of analysis to be sure, but once we've crunched the numbers my instinct is that we'll abandon INet advertising altogether.

Our instinct: SEs make a short term financial gain from placed advertising; but relevancy decreases because the visitor is confronted with more options. In the medium to long term the visitor moves to a better SE.

The INet is information based - not Ad based!

[Shakil]

2much,

Having a good account manager combined with regular contact helps.

also booking campaigns for 6mths+ and choosing Contract plus Unlimited impressions works for me.

I suppose its like any business relationship, work hard at it and the rewards will come.

I have to stress that out of everyone I work with, The Google sales team are by far the nicest people to do business with.

Shak