Search Engine Marketing, Search Engine Optimization and Search Engine Positioning Weekly Free Newsletter, May 13, 2006 edition

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(Continued) The RFS Newsletter, May 13, 2006. Page 11

On the other hand, there are many advantages to using Fixed Placement Advertising (FPA) in your paid online marketing campaigns. As one might expect, there are also a few drawbacks (isn't there always?) However, all in all, you should carefully evaluate fixed placement as a good source for additional traffic to your website.

As you can probably tell from the name, the definition of fixed placement advertising can be summed up as a text link that is locked into a specific position, among other paid listings on the search results page. Fixed placement means that your ad generally doesn't move, even if some of your competitors don't renew their ads, although there could certainly be some exceptions to this like I've noticed on a few instances.

Some of the major search engines like Google and Yahoo offer such fixed placement advertising programs to some of their best clients. Such programs are usually included at the very top of their results pages. At times, certain advertisers are offered a chance to add a slightly longer description of their services in that area.

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