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Q&A with KanoodleTuesday, May 13, 2003 In our continuing effort to highlight some less-known pay-per-click (PPC) search engines, SageRock is turning the spotlight this week on Kanoodle.com. Founded in 1999 and located in Amherst, N.Y., Kanoodle now employs 40, including Rich Davignon, Manager - Referral Development, who was kind enough to talk to us about the PPC market and their company’s position in it. Some of the information may sound familiar, like Kanoodle’s main differentiator from the larger PPC’s being customer service, but the engine has a unique take on plenty of other aspects in the industry. As an example, Kanoodle feels its biggest challenge is getting potential advertisers to understand the value of bidding in more than one engine. “Most advertisers are under the illusion that they only need to be advertising with one PPC. They don't realize that there are millions of searches happening on middle market engines. That's millions of potential customers that they are missing if they do not target the middle market in addition to the top search engines.” “We want to be much more than just a pay-per-click with lots of affiliates. We want to provide the absolute best quality results to our advertisers, and that's just what we're doing. Our strategic partnership decisions ensure that our distribution engines meet our high standards. Being a private company allows us to concentrate on giving our clients the best traffic meaning we do not have to partner with lower quality distribution partners to ensure that we meet a publicly announced forecast.” This quest for quality over quantity of affiliates doesn’t translate into Kanoodle having overly-strict guidelines for affiliate application, the engine simply makes a point to screen affiliates individually to see who would be the best fit with the engine. “Anyone can apply,” says Davignon. “Our Business Development team screens all of our search partners to make sure that they will perform for our client base. After an initial screening process, their traffic is tested and re-tested and then monitored by our Traffic Analysis team again, assuring that our traffic flow is of the utmost quality.” Becoming a partner means sharing in 30% of revenue if the Kanoodle search box is placed on the site, taking searchers directly to Kanoodle. Integrating Kanoodle search into the look and feel of your site, however, yields 20% revenue on clicks. If you are a web-marketing affiliate sending advertisers their way, percentages are not available, but an industry-competitive flat fee of $5 is given for every referred account. In the long term, Kanoodle says it is staying ahead of the curve by focusing on improving its technology and account management for advertisers, forging new partnerships, and appealing to “any and all businesses with a website.” Davignon calls Kanoodle’s most unique feature its Network Placement Program, or NPP, which is a simplified auto bidding feature for advertisers. “This tool gives our advertisers premium placement throughout our network of partners. They pick the keywords and our system does the work. We calculate the bid you will need to get you the highest placement possible on each one of our thousands of partner sites.” To learn more about Kanoodle, visit their site, http://www.Kanoodle.com/. Kanoodle is also offering a $5 trial account for advertisers coming from this newsletter, check that out Here.
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