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A Hot News Trend In Search Advertising

Staff Writer
Published: 2004-02-17

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News sites are also catching onto a hot new trend: using paid search advertisements to hook readers and reel them in.

One organization already using this new method is iEntry, Inc. IEntry publishes several free e-Business ezines, including the highly informative news site WebProNews and WebProWorld, an online forum for e-Business professionals.

Seeing the possibilities early on, Rich Ord, CEO of iEntry, bought search terms in Google's AdWords service to assure that news stories appearing on iEntry sites would be listed on the search engine results pages for those particular terms.

For example, one featured headline concerned recent rumors that Google is planning to drop ODP/DMOZ. IEntry purchased the term "DMOZ" in Google, so that whenever a user searched for the term the headline will appear in the user's search engine results page.

This is just one innovative way that businesses can use AdWords for branding and driving traffic to their websites -- further proof that in the constantly evolving world of online business, AdWords isn't just about advertising products and services anymore.

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