They know what you want
When Rich Goldstein, president of iJeweler in Austin, TX, jumped on the
search engines to see who was advertising, he discovered some clever targeting
of banner ads by some of the biggest names in fine jewelry.
Typing in "jewelry," "gemstones" and "diamonds"
as keywords on six major search engines, he was confronted by advertisements
from Zales Online Diamond Store, Gemkey, the Diamond Information Center
and on-line resources Opals Direct and Fine Jewelry Direct. Ads changed
according to the keywords he typed.
"Almost half of all possible banner spaces were filled with ads
directly related to the type of jewelry being searched for," Goldstein
wrote in a recent issue of his e-mail newsletter to the industry. "This
shows a willingness on the part of jewelry manufacturers and suppliers to
begin paying real money on their Internet marketing campaigns."
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Copyright © 1998 by Bond Communications.