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EcommerceBytes-NewsFlash, Number 2663 - October 31, 2011 - ISSN 1539-5065    1 of 5

Bonanza Runs Outside Ads in Search Results, Plans Own Ad Campaign

By Ina Steiner
EcommerceBytes.com
October 31, 2011




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Bonanza is opening its site to outside advertising in order to generate funds to launch its own ad campaign. Bonanza founder Bill Harding said the company was brainstorming on how it could effectively raise awareness about Bonanza to shoppers during the holiday season - "as usual, we have arrived at "advertising" as the solution, but "lack of funds to dedicate to advertising" as the problem."

Bonanza will generate a new revenue stream by offering targeted ads at the bottom of Bonanza search results by participating in Google AdSense ads, which are contextual ads.

Like other small marketplaces with lesser known brands than giants such as eBay and Amazon, Bonanza faces the challenge of attracting buyers to its site. In his blog post message to users, Harding said he came to the realization that many other ecommerce sites included ads in search result, including Amazon.com.

Harding wrote, "The reason, it turns out, is that these sites have realized that when they can't deliver the results a buyer was looking for, these ads can actually increase the relevance of their search results by allowing Google to take a stab at showing the buyer what they are after via advertising. As it turns out, Google is pretty good at finding results that are relevant to a buyer when Amazon (or Bonanza) isn't."

Users who commented on the blog post made suggestions for where Bonanza should advertise its site to attract holiday shoppers, including banner ads, print ads in magazines and newspapers, and billboards along major highways.

"We're very excited to finally be able to implement some of the creative advertising ideas we've heard in our forums for so many months," Harding wrote. "Let's make Bonanza's 2011 holiday season one that Bezos would be proud of!"

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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