FindWhat Broadens Network

  |  March 31, 2005   |  Comments

Removing restrictions and adding flexibility, FindWhat looks to grow its AdSense alternative.

FindWhat.com has opened its ad network to more publishers, hoping to grow its AdSense alternative with promises of flexibility.

The company is working to make its network more attractive to pay-per-click (PPC) advertisers at a time when competition for quality publishers is expected to heat up.

Publisher participation in AdRevenue Xpress (ARX), which launched in September, was originally limited to the company's advertisers. That requirement has now been waived, but the program still includes an incentive for reinvesting earnings into a FindWhat advertising account.

The company is not limiting publishers based on traffic, hoping to court the smaller businesses that currently use Google AdSense. It's also offering payments to publishers by check or PayPal or by transferring funds into the publisher's FindWhat ad account. Publishers choosing to reinvest their earnings into their ad spend will be rewarded with a 10 percent bonus payment.

"We listened carefully to what publishers said they needed to be successful," said Phillip Thune, president and COO for FindWhat. "As a result, ARX gives Web publishers more control and flexibility on how listings appear. Publishers select how they want relevant ads to appear rather than being limited to an automated contextual solution. With ARX, Web publishers also have the choice on whether or not to use FindWhat.com branding."

The distribution method is similar to Google's AdSense, but it uses category- or keyword-targeting rather than contextual targeting. The program allows smaller partners, through a step-by-step setup process, to add a search box that returns ads from the FindWhat.com Network. Alternatively, publishers who want to display ads on their sites directly, rather than via a search results page, can choose a FindWhat category and display ads from that category.

Yahoo has been rumored to be entering the fray with plans for a self-service component to its network, but industry watchers speculate it may be more strict with publisher requirements to maintain the network's quality.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...
    • Internet Marketing Specialist
      Internet Marketing Specialist (InteractRV) - DallasInternet Marketing Specialist InteractRV - Anywhere Telecommute, USA SEM | SEO | Content Creator...
    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...