Video: AdMarketplace & Search Syndication
This is a great video from AdMarketplace explaining search syndication. This is awesome if you’re an advertisor looking to increase your ROI from PPC marketing or if your tired of Google’s ever increasing bid prices for keywords.
Basically, the really smart search marketers leverage search syndication to buy keyword-targeted traffic outside Yahoo, Bing and Google. Places like toolbars, parked domains or any other site with search advertising (AOL, CNN, YP etc).
Dynamic bidding on each traffic source is more effective than Google’s one-size-fits-all approach. Google generates 35% of revenue from their syndicated search partners (Ask.com for example) and Yahoo generates upwards of 75% of their revenue from their partners (Infospace for example).
If only I had know this when I was running search for a company I founded several years back!
~ Zorilla City
From → Advertising Technology