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Chapter 6. Fixed Placement > Creating a Fixed Placement Questionnaire

Creating a Fixed Placement Questionnaire

Fixed placement is alive and well when it comes to keyword banner ads. However, due in large part to the demand for Pay-For-Placement pricing by advertisers, search engines are replacing their Fixed Placement advertising program with a Pay-For-Placement model when it comes to keyword text links. There's certainly no harm in requesting Fixed Placement for keyword listings if the advantages appear to outweigh the challenges for your company. The right amount of cash always opens doors that don't appear visible from the outside, or in this case, in the online media kit.

And where one door closes, another opens. Vertical market content sites are tapping into the demand for text link advertising, and a great number are starting with Fixed Placement programs. CPM, CPC, and CPA are all fair game pricing models for negotiation on content sites. Vertical content sites are targeted because they're focused around keyword themes. Search engines connect consumers to content sites, so why not advertise at the end destination?


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