ThomasB2B Launches Paid Search

  |  September 14, 2004   |  Comments

The global online advertising network features bid-for-position and pay-per-click pricing for advertisers wishing to reach business-to-business buyers in 10,000 product categories.

ThomasB2B.com is launching its new global online advertising network this week, featuring bid-for-position and pay-per-click pricing for advertisers wishing to reach business-to-business buyers. The Thomas Global Register Directory encompasses approximately 10,000 product categories.

"We've created an interactive marketplace that quickly matches buyers and suppliers worldwide by cutting through the clutter of traditional keyword searches for a service built specifically for the B2B space," said Dan Savage, president of ThomasB2B.com.

The ThomasB2B.com site allows users to search by keyword, resulting in the display of a list of relevant categories from which to choose.

"Categories tell the searcher, 'what you're looking for is called this'. You end up getting a meeting of buyers and sellers with a common definition of what the product is. It eliminates a lot of potential waste and click inefficiency that can occur with keywords," Savage said.

In the B2B space, category listings can be more precise than keyword targeting, which can result in non-relevant 'false positive' results, Savage said. This is especially problematic where individual words have multiple meanings, such as storage tanks and military tanks, or computer monitors and heart monitors.

"I think if Google or Overture were to start over again to build the ad model that they have, they would model it around categories rather than keywords. They used keywords because they were there -- people went to search sites and entered query strings. As bidding categories, bidding strings are quite clumsy," he said.

ThomasB2B.com is a joint venture between FindWhat.com and Thomas Global Register which began in March. The marketplace listings service uses FindWhat's private label technology for its paid listings. FindWhat's other private label clients include Verizon, Lycos and Mitsui.

Thomas Global Register provides the directory content, sales and sales support to ThomasB2B.com. Advertisers have an account management interface to create paid listings and manage campaigns. Pricing is on a pay-per-click and bid-for-position model, with automated bid management tools.

ThomasB2B.com signed up about 500 advertisers during its test period, and expects to have 5,000 by the end of the year. The target company is one that would be found in the typical industrial park, with $5 to $50 million in sales, Savage said.

Search engines not wishing to go head to head with giants like Google and Yahoo are turning to niche markets to get ahead, including local search and business-to-business.

Companies like Business.com, Find.com and Knowledgestorm have similar business-to-business search offerings, but Savage said the difference lies in their focus.

"Business.com has been out there longer with their PPC model, and they're doing well," Savage said. "But they're in a much broader niche. Most of their revenue comes from computers and office products. We have a depth of content in the industrial B2B area. Companies that sell machine tools would find Business.com's classification system not very specific to their needs."

In addition, ThomasB2B's international focus is a differentiator, he said. ThomasB2B.com provides directory information on companies in 29 countries and in seven languages. The multilingual product classification system allows an advertiser to choose a category in his own language and then be able to select the equivalent category in another language.

"I can think of no better advertising opportunity for a Chinese manufacturer than to run an ad in ThomasB2B in English to reach Americans, and in German, French and Spanish to reach Europeans," Savage said.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

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

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...