Post-Click Marketing Review: Week of May 15th

• David Payne of ShortTail media thinks we need bigger ads — specifically, full-page, deliberately intrusive placement ads “built to showcase traditional 15 and 30-second TV spots.”  According to Payne, ShortTail’s new ads are “not user initiated by really clean and high quality.” The thing is, unlike traditional television, users expect control. They don’t expect to be bombarded with intrusive, 15 and 30-second TV spots. Payne continues, “The reason I think we need change is that brands are not treating in-page display ads as brand vehicles.”  If you want a new brand vehicle, look no further than your post-click experience. Full screen AND user-initiatied. What’s not to love?
• Google Content Network & Search are entirely different animals and should be treated so.  PPCHero has advice advice on how to effectively analyze your Content Network performance. Depending on the size of your online campaigns, it’s worth testing different landing pages on the Content Network and regular search, too.
• If you already read Scott’s Top 10 Post-Click Marketing Tips from the Search Insider Summit, then head over to The MediaPost Raw —Live and Unadulterated — blog for key takeaways from the Post-Click Strategies & Clinics Roundtable at the Search Insider Summit.
• Finally, to continue the conversation about the Content Network, check out David Szetela’s article for SearchEngineWatch, “PPC Content Advertising: The Latest Tips & Best Practices”.