Out of the Fog Marketing

Microsoft Adcenter Lab's Demographic Prediction tool is pretty interesting. I have no idea how accurate it is, but it's informative to compare one site or one term to another. This tool predicts a user's age, gender, and other demographic information, based on their online behavior, such as what queries they search online and what web sites they visit.

I was amazed to find 25% of visitors to our site are between 18 and 24, until I remember all the job opening requests we get from recent college graduates.

Labels: adcenter, marketing demographics

In an attempt to find a revenue generation model, LinkedIn and other social media sites now allow direct pay-per-click advertising on their sites. So when should you advertise on these sites and other content networks. Here's my advice....
1. You've maxed out search network PPC and have budget to spare. When folks search for terms in the traditional search network, you know they are looking for something particular to the keywords you have in your ad campaigns. On LinkedIn they might just be looking for their buddy's phone number and many times don't even see the ad. That being said it is another channel and your cost-per-click (CPC) should be much lower than a search network CPC.
2. You can advertise on a niche site. If you sell a medical device for headache relief and can advertise on a migraine discussion forum site, then content network advertising makes a whole lot of sense.

Labels: LinkedIn, pay per click, web marketing