Catchy title eh? Truth is, this is a very valid comparison when you break it down in its most simplistic terms. So let’s divide up keyword selection by shoe type and see how the analogy fits.
Type 1 – The Cheap Shoe
The cheap shoe is the pair you buy at Wal-Mart or Payless when you just need a sneaker that will do the job. You know it won’t last too long, can be used for many purposes, is mildly comfortable, but will fall apart in time and you’ll need to go out and buy a new pair.
The cheap shoe can be compared to Run Of Network (RON) keywords. Advertisers often select RON keywords because the price is very attractive and they offer the best option for getting out in front of as many eyeballs as possible at a lowest-possible cost. This approach leaves much to be desired when it comes to quality and durability over time (like the Wal-Mart sneaker). As a result, RON keywords have a limited shelf life as their performance drops off in a short period of time.
Type 2 – The Running Shoe
So now you have moved up, you want a little more “bang for your buck”. You want something that is both well made, yet affordable, can be used on the weekend, after work with friends or even when going out. I would equate this to your Nike or Adidas shoe. The durability is much better than the cheap shoe, but over time will end up just becoming another shoe you wear to the gym.
The running shoe is comparable to category keywords. If you are choosing category keywords, you know the types of sites and publishers you want to be in front of so your approach is more targeted compared to using broad reaching RON keywords. The price is still affordable and your ads are more targeted towards your consumers, however, like RON kewyords the durability of category keywords will get shaky over time due to your inability to optimize your campaign.
Type 3 – The Dress Shoe
The dress shoe looks great, feels great and probably costs more than you think most people should spend on a shoe (I think the ladies can identify here most). This would be your Kenneth Cole or Mark Nason’s shoe. It has high quality and craftsmanship, is very comfortable and stylish (your friends notice immediately). This is the shoe you were on a date, to an important business function or just when you want to look and feel your absolute best.
The dress show equates to contextual keywords or URL selections. You pay more than you would with RON or category keywords, but you are positioning yourself front and center with your ideal consumer. You selecting the exact keywords or website URL to place your ad in front of those looking to buy your product or service. This approach offers longevity because you maintain and optimize your keywords to increase your campaign’s effectiveness.
In summary, all three options are valuable depending on the goal you intend to accomplish, from the low cost, high volume approach to the high cost, low volume, highly targeted approach.
Each method has its own positives and negatives that should be weighed by every advertiser when approaching their online advertising campaigns and keyword selection. My opinion (whether selecting keywords or buying shoes) is to try a combination of all three types as there is value and use for one. When working together, the varied approaches definitely allow you to enjoy the benefits of all three!
Geoff Gieron
Director of Advertiser Management & Services
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