Search Beyond Google, Part 1 of 2

The whitepaper gives the example of TonsilFacts.com and its highly targeted search marketing campaign centered on common tonsil-related symptoms. It specifically targeted parents searching for tonsil-related information. By running a pay-per-click campaign on LookSmart, it received a greater amount of qualified traffic. TonsilFacts.com was able to purchase popular terms such as “tonsils” and “adenoids,” as well as high-trafficked symptom terms such as “ADHD” and “sleep apnea” that were too costly with other search engines. By running a pay-per-click campaign in a second-tier engine, TonsilFacts.com increased the volume of site traffic through more targeted search marketing at a lower cost-per-click.