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For a long time now, the utopia for online dis­play adver­tis­ing has been to be as tar­geted and as cost-effective as search adver­tis­ing in order to claw back adver­tis­ing dol­lars. The jour­ney has been slow, ad net­works ini­tially helped scale online dis­play adver­tis­ing and pro­vided lay­ers of tar­get­ing tech­nolo­gies to make the cam­paigns more effec­tive. How­ever, pric­ing was based on arti­fi­cial flat fees and seg­ments that had been pre-set within the lim­its of indi­vid­ual ad net­works.

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Search is some­times referred to as the “data­base of intent”. The rea­son is sim­ple – never before have prospects so clearly told adver­tis­ers what they want before they arrive at the site. The trick is to max­imise this opportunity.

The con­cept of deep-linking isn’t spe­cific to search. It applies to all online mar­ket­ing activ­ity, such as dis­play, email and social. The dif­fer­ence how­ever, is that the search phrase is an addi­tional data point that should be used to seg­ment and effec­tively fun­nel the user towards desired action.

Con­sider the site struc­ture below for a moment:

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Just a quick post to point to an inter­est­ing arti­cle by Nate Elliott at For­rester that looks at tag­ging video to gain a high page rank­ing for organic blended results on Google.

This will cer­tainly be a case of get it while it’s hot. Once every­one is doing it, things will get a whole bunch tougher again.