News Sites Boost Paid Search Use

Share this content:
Some online publishers have increased their use of paid search listings to draw readers to their Web sites.

The online arms of The New York Times, Washington Post, National Public Radio and several other top media outlets are running search campaigns on Google and Yahoo. They hope to lure readers who increasingly turn to search engines as their starting points for navigating the Web.

The New York Times Digital, for example, bids on hundreds of keywords through Google and Yahoo's Overture Services unit. Through its search marketing firm, Fine Brand Media, NYTD targets terms tied to current events such as "presidential election," "World Series news" and "finance news."

"Where we see real success is where the keywords line up with our strength in coverage," said Michelle Slack, director of marketing and operations at NYTD.

NYTD has advertised through Google and Overture for two years, initially for so-called verticals such as finance news and real estate news. In August, it expanded its search marketing to include general news terms such as those related to the Olympics and the presidential election.

Slack said NYTD is reaching out to search engines as an increasing amount of its traffic comes through referrals, with the two largest sources being Web logs and search sites like Google News. According to Nielsen//NetRatings, Google News drew 6.5 million visitors in September.

Google News, which is still officially in test mode, does not accept advertising. A Google spokesman said the company had no plans to show ads related to searches on Google News.

Matt McAlister, vice president and general manager of online at tech publication InfoWorld, said he uses paid search mainly to drive users to specialty properties, such as a new online technology products guide that InfoWorld publishes.

"What you have to do is make sure you're being smart about the value of a visitor to your site," he said.


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above