Chrysi Philalithes - MIVA

Miva is not  a destination site - we place our ads on many different sites and we’re trying to attract the right customers for our advertisers site.  We try to reach users in the before, during and after stage of their search.  We target people in all three stages (before, during, after).

All of our ad programs are different and each search engine you need to look at your unique keywords and create a different creative for each one (as your audience will be different for each search engines).

When advertising in multiple countries and languages (English like the work "cheap" where as Germans like product names).

Tips

• how to you measure success?
• keyword selection (select keywords to be a mix of generic and targeted)
• titles and descriptions (get the most out of your creative)
• when creating campaigns - make sure you have a call to action
• deep linking
• monitoring and optimizing (all the networks offer different tools to monitor effectiveness of campaigns)
• leverage the expertise and knowledge of the network

Case Study: Avis

• looked at titles and descriptons (book online now, ie)
• target sesional trends
• traffic increased as did profit.

Two Products

• Pay to Click  - give customers a choice of calling or clicking
• pay to text ads - place text ads under the text message - more common in the url.

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