Ad Engineering

April 1998


Ad Engineering

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.


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