What Makes the LookSmart Ad Network Unique? (Part 1 of 2)
In the next couple of blog posts, we're going to answer the question, "Why should I advertise with LookSmart?". At LookSmart, we make the assumption that you've got a lot of online advertising choices out there, and that you've probably tried some of the leading pay-per-click networks like Google or Yahoo!. Our goal is to show you how advertising with LookSmart can help you economically extend your budget and reach a wider audience than you can get otherwise.
There are a lot of good reasons to give the LookSmart Ad Network your consideration, but we thought first we should explain how our ad network gives you unique opportunities to reach your customers. Then, next time we'll take a look at how LookSmart's client service and traffic management teams help you get the most out of every dollar you spend on our network.
What is a "PPC ad network"?
When we say LookSmart is a PPC (pay-per-click) ad network what we really mean is that LookSmart sells space to advertisers on many web sites, including sites it doesn't own. LookSmart competes for positions on these syndicated publisher sites using the CPC bids advertisers have made in the LookSmart AdCenter. LookSmart uses its yield-ranking algorithms to help advertisers get the best positions possible while maximizing publisher payouts.
LookSmart takes care of collecting money from advertisers and providing customer service. We also monitors our partners' web sites to make sure they adhere to our standards and editorial policies.
LookSmart plays an essential role in this ecosystem. By bringing together advertisers and putting them in a yield-ranked auction, LookSmart is able to provide publishers with the revenue they need to grow their sites and attract customers. LookSmart's ad serving technologies give advertisers the tools they need to connect with customers and bring them to their web sites. Combining technology with client services and traffic quality management, LookSmart keeps the network balanced and optimized, creating an ecosystem that grows with its success.
Types of advertising services offered on the LookSmart network
Ad networks take on many forms. LookSmart's ad network is composed of many different kinds of sites and services, including:
- web search sites - LookSmart provides advertising for sites who have their own specialty search engines or compile search results from other search sites (so-called "meta-search") to provide their visitors a unified view of web results from a variety of providers. For example, LookSmart's partnership with Bravenet Media gives advertisers access to customers in the webmaster and technology sectors. Another LookSmart partner, ABCSearch gives advertisers access to over 1,000 specialty search engines.
- inline text networks - Through a partnership with Kontera, LookSmart is able to offer advertisers inline text ads - keyword-targeted ads that appear when users hover or click on keywords linked inside of an article or blog page. This unique form of advertising gives advertisers extra opportunities to reach their audience through innovative placement technologies.
- direct navigation sites - Direct navigation sites provide links to web sites and popular search terms that users are looking for. These sites are often accessed by users who are searching for products or services and are trying to guess web site names. Direct navigation sites can be useful for advertisers because they tend to focus on a niche subject which gives them a targeted audience.
- search toolbars - Many companies provide their own customized toolbars that replace your browser's built-in search box with more features. These toolbars are usually provided free of charge and are supported by advertising. One great example of this is the Copernic web search tool bar, used by over 30 million users.
- video overlays - Increasingly, streaming videos are becoming popular with all kinds of users. Many video sharing sites are providing advertisers the opportunity to display ads that overlay a portion of the video or are displayed just before/after the clip plays. LookSmart is working with several video providers to tap into these new advertising opportunities.
- content sites - Through LookSmart's contextual advertising technology, any advertisement can be displayed on web sites with content related to an ad's text and keywords. LookSmart is working with Wikia and other content sites to enable advertisers to take advantage of these customer opportunities.
LookSmart's ad network is unique because it gives your text ads a wide variety of venues and placements, all of which are important vehicles for helping your message break through the vast online advertising market and reach a targeted audience. LookSmart's reach extends beyond traditional search giving you creative ways to extend your budget further and drive more visitors to your site.
In our next post...
Now that we've looked at what types of sites your ads can appear on the LookSmart Network, we're ready to look at how our services help you get the most out of every advertising dollar in your budget. Next time, we'll take a look at several aspects to LookSmart's services:
- Segmentation - what opportunities are there for reaching customers, and how do you pick the right keywords to drive more visitors to your site while maintaining costs?
- Traffic Management - how does LookSmart manage the relationships with its syndication partners to make sure your budget is spent wisely?
- Optimization - how do LookSmart's customer service and account management teams help you optimize your campaigns, ads, keywords, and bids to make sure that you reach your advertising goals?
Are you ready to stop reading about LookSmart and give it a try? Get started now by visiting the LookSmart AdCenter or contact us by e-mail or phone at 877-512-LOOK (5665) for a consultation.
Companies mentioned in this post:
Allen Hammock
Product Marketing Manager
allen.hammock@looksmart.net
