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Sparkplugging– Jumpstarting and Managing Brands in an Over–Proliferated Market

Sparkplugging– Jumpstarting and Managing Brands in an Over–Proliferated Market

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Published by Scott Hrdlicka
Sparkplugging was written for small businesses as a way for marketers and business owners to build and develop their brands when operating with a fixed marketing budget. Sparkplugging embraces classical branding building via public relations and advertising but also places a strong emphasis on Internet marketing.
Sparkplugging was written for small businesses as a way for marketers and business owners to build and develop their brands when operating with a fixed marketing budget. Sparkplugging embraces classical branding building via public relations and advertising but also places a strong emphasis on Internet marketing.

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Published by: Scott Hrdlicka on May 22, 2008
Copyright:Attribution Non-commercial

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05/09/2014

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Google’s Adwords work much differently than natural Google optimization does

because marketers pay for placement in search results. Adwords allow marketers to target

any keyword or phrase and display their content-controlled ad in the right hand

196

Jaffe, p. 234.

197

Jaffe, p. 233.

Copyright © 2007 Scott Hrdlicka

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navigation of the search results. (See figure 3.4.) Adwords ads also have the ability to

become syndicated to other Google featured sites when their click-through-rates achieve

certain percentages relative to competitors. Syndication for Adwords ads can be both

good and bad, depending on the product, service, call to action, or the type of sites on

which the ad is syndicated. Google allows this feature to be turned off and on. Businesses

should be careful in allowing their paid inclusion ads to syndicate to related pages, for

several sites are now being built just to sell Adwords ads as their source of revenue.

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