Marchex AdHere Open An Account With Marchex AdHere Seattle-based Marchex has been on the fringes of the pay-per-click advertising world for the past number of years, before announcing the concentration of its various vertical search properties and assorted other assets into a program known as AdHere. AdHere offers access to more than 200 publisher sites (including BusinessWeek, PCWorld, TheMotleyFool, etc.), leading search sites (such as Yahoo!, AdBrite, VeriSign, etc.), and the extensive OpenList vertical search local network), as a means for advertisers to place their local and national ads in one spot. Marchex has grown extensively over the past few years, focusing primarily on developing its local search network, but still keeping a foot in the traditional PPC advertising space. Marchex acquired search engine Enhance Interactive in 2003 as part of that strategy. Originally developed as ah.ha.com in 1999, Marchex operated Enhance Interactive as a separate entity until mid-2008, when it was folded into AdHere. Besides its extensive and varied network of websites for PPC ads, AdHere offers access to OpenList, boasting more than 30 million unique monthly visitors with local search results throughout the US in all major search categories. OpenList features a comprehensive results page with features like maps, consumer reviews, and a means for users to drill down into more and more specific local results. For example, the user searching for pizza in a given metro area can drill down by price, delivery/take out, specialties, type of pizza, and customer ratings. Setting up a PPC advertising campaign in AdHere is simple and easy. You can choose targeting either within North America (US and Canada) or globally. Ad creation is fairly standard, with an on-screen preview of how your ad will appear as you enter the information, so you can make changes on the fly. If you know what your keyword and pricing targets are, you can create your ad within a couple of minutes on your own, although help is available if you need advice. Daily ad budgets can be set and you can specify which websites you wish your content to be displayed on as well. Marchex has long been a player in pay-per-call advertising, not just online ads, but also leads generated from calls resulting from consumers seeing radio or TV ads, newspaper ads, bus ads, etc. PPC ads in the Marchex network can be part of a complex advertising plan with many different parameters. Businesses wishing to place PPC advertising can also benefit from business profile pages that allow optimized local presence as gateway for leads generated through the PPC (and other) ads. Although there is no specified method of click fraud detection, Marchex does acknowledge the potential severity of the problem. As well, although help in organizing and running a paid click campaign is available, Marchex warns new advertisers that basic PPC ad creation and management is “highly automated,” and that the ease of creating a new ad campaign means that oversight is not at a micro level. The combination of strong national verticals and comprehensive local packaging makes Marchex's Adhere a very attractive option for businesses seeking a nationwide ad plan with strong local focus (i.e., branding).
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