Watch out for a shift in the pay-per-click (PPC) industry, happening right now! This shift is finally going to give smaller search engines and directories the ability to tap into the PPC market, currently monopolized by the big guns online (Google, Yahoo & MSN). They will attain this lofty goal by banding together and delivering paid ad placements on a mass community scale for a fraction of the cost.
More and more advertisers are going to want to advertise through the ISEDN because of the sheer amount of exposure that they will be able to receive through all the search engines and directories partnered together through this network.
I was able to be the first to interview Mel Strocen, CEO of Jayde Online, Inc., the parent company of ExactSeek.com.
The Independent Search Engine & Directory network (ISEDN) was an outgrowth of ExactSeek's commitment to bring affordable and effective search advertising to the web community. Although ExactSeek was successful in partnering with a number of search engines and directories, it became apparent that popularization of a new pay-for-inclusion program would be better served by an active and independent association of search engines and directories than by a single engine.
Here are some excerpts from that interview:
Martin: "When was the ISEDN formed? ( http://www.isedn.org )"
Mel: "The organization was officially founded in June of this year, although the idea for a network of this kind was being discussed for several months previous to that. The ISEDN website, however, is only a few days old."
Martin: "How many members does the ISEDN network have right now?"
Mel: "47 members at the moment, but the network has been acquiring new members at a rate of 3 - 5 per week."
Martin: "What kind of market reach can the network deliver?"
Mel: "It really depends on how big the network becomes. Some search engine and directory members have reported 10,000,000+ searches/month but, given the rapid growth of the ISEDN and the fact that it's only a few weeks old, we really haven't had the opportunity to determine the total number of search impressions the network can deliver. We expect to receive specific numbers from the members in the coming weeks which will enable us to provide a more accurate picture of the network's search reach. My best guesstimate right now is that pay-for-inclusion listings are displayed approximately 120 million times per month. Of course, that figure will grow as the ISEDN grows."
Martin: "Why should advertisers choose the ISEDN network over Google or Yahoo?"
Mel: "The most obvious reason is cost. An advertiser buying a 3 or 12 month listing is looking at a cost of $3 - $4 a month. I'm not aware of any other engine that can match what the ISEDN offers in terms of value or exposure. Where else can you buy targeted keyword terms for less than $5 a month and get top 10 exposure for your site listings across 45+ search engines and directories?"
Martin: "You're right, that is amazing!"
Martin: "Because of the sheer distribution size this could potentially have, what preventive measures are being implemented for click fraud?"
Mel: "In the ISEDN advertising model there is no incentive for click fraud to occur. You pay a one time fee for your selected keyword term and that's it. Competitors or bots could click on your ad repeatedly and it wouldn't cost you a penny more. With the monetary motive for click fraud removed, it's unlikely to be a problem."
Martin: "What does the future hold for the ISEDN?"
Mel: "It's a little early for me to speculate on how the ISEDN might evolve. ExactSeek is just one member. Future plans will depend o
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