More NewsPaid Search a Footnote in AOL.com Push

Paid Search a Footnote in AOL.com Push

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.

 

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3m Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

10m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

10m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

10m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

11m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

11m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

11m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

11m Al Roberts