Advertise to people looking for your product.

IOL.ie offers companies a highly effective advertising program, which offers companies the option of targeting users more effectively. Our advertising options will enable companies to deliver messages in a way that is not annoying to the user, reach users as they are making purchase decisions and eliminate the inefficiency of traditional media buys. There are two options available to Advertisers:


1. Keywords and keyword phrasing

Keywords are the best way to put your ad directly in front of users who are actively looking for information on a specific topic. Your banner, premium ad or text-based ad will appear at the top of a results page whenever the keyword you have purchased is included in a user's search. The text-based ads appear adjacent to, but are distinguished from, the results listings. This is an extremely efficient method of presenting a product or service exclusively to your desired audience.


2. Categories

Search uses its patent-pending PageRank technology and a sophisticated classification system to create an ongoing "Virtual Directory" of categories you can purchase. Basically, we've sorted millions of search queries into groupings that match the most common interests of Internet users. Advertisers can select the categories most appropriate to their business and we will match the most relevant category ads to each user's search. The advantage of this approach is that it covers a broader audience that might be missed through the purchase of keywords alone.


Below are some of the categories available.

• AUTO
  
• BUSINESS
  
• CAREER
  
• EDUCATION
  
• FAMILY
  
• FINANCE
  
• GAMES
  
• HEALTH
  
• HOME
  
• MUSIC
  
• REAL ESTATE
  
• SHOPPING_ECOMMERCE
  
• SPORTS
  
• STOCKS
  
• TRAVEL
  
  

Text-based ad

Your Company Name Here - Your Company Tagline Goes Here www.yourcompany.com      Use this space for company information or a call to action.

Use the full 72 Character Allotment to Promote your Product or Service www.yourcompany.com      Use this space for company information or a call to action.

Text Length		Line one: 72 characters including spaces Company Name with Tag line or Your Full Text Message
		Line two: 80 characters including spaces [This line will be in smaller font size.] Generic Homepage URL - Call to Action
Destination URL		An active destination URL cannot exceed 128 characters.

How does it work?

Our text-based ad is based on the keywords and/or categories searched by users which depending on keywords purchased will trigger your text message at the top of users' search results. If they search for "golf clubs" and you've purchased this keyword (or if you've purchased the "Sports" category), your ad could appear above the actual search results.


Premium Ads

Our advertising program is a simple and quick way to purchase highly-targeted advertising. Your Premium Ads are shown on the right side of the results page to our users and are based on the keywords and phrases you select, which are relevant to the products or services you're advertising. Your keywords are matched against the search terms that users enter for a search. When a user enters the keywords or phrases that you've selected for your campaign, your ads are displayed.

So, to reach collectors of tin toys you might buy the keywords "toy collector," "tin toys," etc.

Pricing for Premium Sponsorship and Premium Ads can be obtained from the following Account Managers personnel:

David Curry	(01) 2424542	David.Curry@Esat.ie
Ian Wallace	(01) 2424995	Ian.Wallace@Esat.ie

Tips for Creating Successful Ads

A successful advertising campaign has two major components:


Effective keyword targeting - the search terms that will trigger your ad.


Effective content - the text that users will see and click on.



Tips for Effective Keyword Targeting

Choose keywords that are specific and relevant to your site.

An ad for www.tennis.com should own specific and relevant keywords:		tennis rackets tennis shoes
You may also wish to include other terms that are associated less directly with your site sports athletics Use a variety of specific keywords.		sports athletics

Use a variety of specific keywords

Because specific words will have fewer impressions than general terms, use a variety of specific keywords, including spelling variations and plurals. · tennis racket· tennis rackets· tennis raquet Try searching for your keywords.

Searching for "tennis racquets" yields sites that sell racquets and sites that offer information about different kinds of racquets. Since these sites are very similar to www.tennis.com, we know that this would be an effective keyword.

Tips for Writing Effective Content

Since this is the text that represents your site to users, it should offer both relevance to the keyword that triggers it and a compelling reason for users to click on it.

• Put the keywords that will trigger the ad in the headline and description.
  
  This lets our users know that your site is relevant to their search query.
  
  
• Give users a clear reason to click through to your site.
  
  Ask yourself, "what is the benefit?", "what would make someone click this ad?"
  
  
• Tailor your ad to each keyword, and assign a different, customised ad for each keyword.
  This greatly increases relevance and the likelihood that users will click on it.
  
  

Unlike other websites that offer advertising targeted by general content or user demographics, our Advertising Program lets you reach only those people who have expressed an active desire for information related to your products or services.

While we cannot guarantee that your ads will perform at this high level, we can assure that you will be able to quickly discover the keyword search combinations most effective in driving traffic to your site.

It is important to note that keywords and phrases cannot be exclusively purchased for a campaign. Currently, all keywords and phrases are available for all customers. When there is more than one customer using the same keyword or phrase for a campaign, all customer ads triggered by that word or phrase are served as impressions. However, the position in which each ad is shown is based on a first come - first served basis.


How do I select the best keywords and phrases?

Think about the keywords or phrases users are likely to include when searching for products or services in the same general category as your product or services. Also consider the unique elements of your product or service that people may enter into a search, such as your product or company's name. Generally, the more specific you are with targeting words or phrases, the better the chance that someone will click on your ad. However, the more specific the keywords, the fewer impressions you're likely to get. The best keywords and phrases are those that trigger impressions for your ads only when there is a very good chance that a user will click your ad.


Phrase targeting - When you select a phrase, you're saying that a user's query must contain the phrase you've selected, in the exact order you specify. It's fine if there are other words in the query, as long as they don't come in the middle of the phrase you've specified.

For example, if you select the phrase "antique teapots", a query for "miniature antique teapots" is a match. However, a search for "antique miniature teapots" will not match.


Keyword targeting - When you select a keyword, you're saying that a user's search must contain the exact keyword you've selected. That keyword can appear anywhere in the user's search text, but variations of the word in the user's search text (plural form or past tense) will not produce a match with your keyword.

For example, if you select the keyword "house", a query for "3 bedroom house" is a match. However, a search for "houses" will not show your ad. If you select a keyword that contains more than one word, such as "credit card", then a query for "credit big card" or "card for credit" will trigger your ad for display since the order of the words doesn't matter.

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