Paid Search a Footnote in AOL.com Push

  |  June 10, 2005   |  Comments

The free AOL portal will concentrate its efforts on natural optimization, but will selectively buy keywords from Google and Yahoo!

America Online will engage in a large search marketing effort that will include natural optimization and keyword buys on Google and Yahoo this summer. However, the company's paid search campaign will be small in comparison with its offline media buy and its natural search efforts, according to a spokesperson.

The search marketing plans are part of a scheduled summer campaign to promote AOL's new public content, which it's expected to make available to non-subscribers in the coming weeks. The interactive campaign will also include display ads on a wide range of properties in AOL's network and on external sites. Offline placements are planned for radio and print, but not television.

AOL said it will concentrate most of its search efforts on natural optimization, but will selectively buy keywords from Google, Yahoo and other search engines. These ads won't attempt to drive Internet users to the AOL.com homepage, but rather will point people to specific content on the portal.

The company wouldn't disclose planned spending for the campaign, though a company representative said a New York Times report that the portal would spend "tens of millions of dollars" on search was exaggerated.

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, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

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.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...