MSN PPC Advertising Behavioral and Demographic Targeting: Killer App. or Achilles Heel?

Examining the failures of the web content design of many enormous consumer corporations.

When you think of the world's most successful businesses, what names come to mind? Most likely, consumer-oriented giants such as Coca-Cola, McDonald's, Sheraton, Disney, IBM, General Electric, and IBM. Not only have they spent billions on advertising to buy their way into your head. They offer convenient products and services that have made them a part of your life.

But when you think of the most successful web sites, what names come to mind? Names like Google, Yahoo! Amazon, AOL, Kazaa (for better or worse), and Hotmail.

The late-1990s mantra about the web being a disruptive technology that would destroy traditional companies may have been overstated. But a decade and a half into the web's existence, it is clear that the world's leading corporations have been sidelined on the web.

The biggest shopping site is not walmart.com but amazon.com. The biggest map site is not randmcnally.com but mapquest.com.

Established companies have usually only been able to buy their way into this market through acquisitions (as with Microsoft's purchase of Hotmail, which it used as a base for creating MSN).

Why, with few exceptions, were the world's most successful web sites not launched by the world's most successful corporations? Many Big Name Companies' Web Sites a Vast Waste of Time for Visitors

The McDonald's web site talks about food, but has no real menu. The Coca-Cola USA web site has no clear ingredients list or nutritional information, no recipes for floats or mixed drinks, no company history, and nothing else useful to people who like Coke. All that information has been inexplicably located on the " company" page, which on every other web site is used for investor relations. The Johnson and Johnson web site has useful information if you can access it-when the author attempted to open it, it crashed two different web browsers (Internet Explorer and Mozilla) before finally yielding (to the Opera browser).

Many big-name companies' web sites offer lessons in what not to do in web design. The biggest lesson by far is not to sacrifice usability in an attempt to look cool, and never forget why your users came to your site in the first place. McDonald's may be the world's largest restaurant chain, but it didn't get that way because of its web site. Why Big-Budget Websites Are More Often Bombs than Blockbusters

The web sites of many successful corporations (both B2C and B2B) are like big-budget Hollywood movies that spend millions on stars and special effects, and a quarter of a percent of the budget on the script. Worse, the special effects of blockbuster web sites are far more annoying than impressive.

Special Effect that Bombs Number 1: Flash!

When web sites don't offer any content-any useful information to read-what do they put up there instead? Spinning Coke bottles. Chicken McNuggets and French fries that zoom out toward you when you position your cursor over them. Changing pictures of generic-looking office buildings and men in suits (on the web site of real estate giant CB Richard Ellis-but that essentially describes the generic look of many corporate web sites).

Of course, Flash can be used as a way to present content-words, both printed and recorded, and pictures that actually illustrate something. But more often, it is used to impress. And most often, it ends up annoying. Who wants to spend the better part of a minute waiting for a rotation of generic pictures of smiling models?

Special Effect that Bombs Number 2: Splash Screens

You type in duracell.com expecting information on batteries-which you will find, if you have the patience not to hit the "back" button while the site shows a picture of a battery revolving painfully slowly. On www.mcdonalds.com you're met with pictures of happy children playing with Ronald McDonald and a menu to select what country you're from. Johnson's and Johnson's web site shows a logo before automatically redirecting you to the main page-that is if it doesn't crash your browser first (which happened when the author tried to access the page on May 2, 2004 ).

Another way big consumer corporations' web sites from Schick to Mercedes-Benz to Thomas Cooke waste your time with splash pages is by making you choose what country you're visiting from. This could have been detected automatically, or at least, useful worldwide content could have been placed on the homepage, with an option to choose a country prominently displayed.

Splash pages are the internet equivalent of making patrons wait in line out front before letting them inside. Unless a site belongs to a night club or a professional services firm with too much business, this can't be a good idea. On the web, where the "back" button and the URL bars loom temptingly, making people wait is business suicide.

Special Effect that Bombs Number 3: Overbuilt or Badly Built "Dynamic" Functionality

Every web surfer has a story about a shopping cart that malfunctioned just when they were about to click "purchase" on something they really wanted. Or a detailed form that lost all the information after the "submit" button was pressed. When there are so many good "dynamic" sites out there, why are there still so many bad ones? Part of the problem may be overbuilding and needless custom design. There are already excellent Open Source databases out there, which can be endlessly customized and updated by any skilled designer. Yet many companies prefer to spend their money reinventing the wheel so they can have their own proprietary technology, even if it doesn't work.

Sometimes, dynamic content can distort the way an entire site presents itself. If the dynamic content is so complex that it presents problems for many users, it is unlikely the dynamic content is worth it. On disney.com, your first greeting is a message that your computer is sufficiently up-to-date (or not) to handle the site. Is that really the magical and fun impression you want to give visitors?

About the author

Joel Walsh is the head writer at upmarket, internet marketing services, online copywriting services, & website content provider focusing on small and medium-sized businesses and those who serve them.

Wood Dale Chicago prom limo .. Lockport Chicago limo O’Hare
In The News:

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents
Internet browsers are useful, but they can be dangerous. Clicking on malicious links can direct you to dangerous websites that steal information or infect your device.
Apple's latest iOS update introduces advanced artificial intelligence capabilities, which may be capturing and analyzing sensitive information.
Breach site confirmed 56,904,909 Hot Topic users' data leaked online. Tech expert Kurt “CyberGuy" Knutsson says the company's silence makes matters even worse.
Tech expert Kurt “CyberGuy" Knutsson discusses how an innovative Easy-Way kit turns standard strollers electric, simplifying navigation for parents.
Tech expert Kurt “CyberGuy" Knutsson talks about T-Mobile being hacked in broad cyberattack on global phone and internet companies.
Tech expert Kurt “CyberGuy" Knutsson shows you how to add, customize and manage widgets for quick access to apps and info from your iPhone home screen.
Wrong Google searches can not only compromise your device and personal data. They can also bring law enforcement to your doorstep. Hackers are targeting Google searches.
China's Shanghai Kepler Robotics has developed a new humanoid robot that can carry up to 35 pounds per hand for commercial applications across various industries
Checking your hearing has gotten easier with the new hearing test feature in AirPods Pro 2. You can take reliable hearing tests using your iPhone or iPad.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Kurt "CyberGuy" Knutsson explains how a VPN — virtual private network — works and how running it can slow down the operation of your device.
The WalkON Suit F1, an exoskeleton developed to help people with disabilities, can actually walk over to a person in a wheelchair, solving a major problem.
ClickFix, a new scam targeting computer users, is on the rise in the U.S. The scam prompts its targets to click on a link to fix a problem.
Skydweller is the world's largest unmanned solar-powered aircraft that can stay airborne for weeks, and even months, without refueling.
The U.S. government said it is investigating after People's Republic of China hackers targeted commercial telecommunications service providers in the U.S.
Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.
Scammers are using increasingly sophisticated ways to lure unsuspecting victims, and some are impersonating an email help desk or support team.
You can unsend or edit your iMessages with the latest iOS updates. Kurt the CyberGuy explains how you can save yourself some potential embarrassment.
Kurt “CyberGuy" Knutsson says there’s been a rise in cybercriminal services using hacked police and government emails to send subpoenas and data requests to U.S. companies.
Kurt “CyberGuy" Knutsson discusses how Axiom Space and luxury designer Prada are collaborating on NASA's Artemis III spacesuit design.
Voice assistants may cause confusion across devices. Tech expert Kurt “CyberGuy" Knutsson offers some solutions to fix it.
Shameless scammers trick veterans into giving personal info or cash. Tech expert Kurt “CyberGuy" Knutsson explores five common scams.
Tech expert Kurt “CyberGuy" Knutsson helps you honor our heroes with these powerful podcasts, audiobooks and documentaries this Veterans Day.

Adsense Tricks to Explode Your Profits

Lots of people say to make your ads blend in.... Read More

5 Ways To Make Your Adwords Ads Outshine Your Competitors

Google Adwords is a very good place to promote your... Read More

How to Beat Your Rivals on Google AdWords

Google AdWords is a great tool for driving traffic to... Read More

Find Powerful Keyword Phrases in Five Easy Steps!

You may not realize it, but in the next few... Read More

The Truth About Google?s Adsense Affiliate Program

The truth about Google's Adsense program is that it is... Read More

Wheres the Best Place to Put Google Adsense Ads?

Why, on your web pages of course. Ok, just kidding.... Read More

Adsense Marketing: Brand Performance

Google developed a prime product, Adsense. Marketing your website through... Read More

Tips for Maximizing AdSense Revenue

Google's AdSense program is probably the best affiliate program on... Read More

Finding The Cheap Clicks

As anyone who uses Pay Per Click (PPC) advertising in... Read More

Google Adwords Guide II - Why Use Negative Keywords

When you are running a Google AdWords campaign, it is... Read More

What The Adsense Top Earners Are Doing To Constantly Increase Their Earnings

It is really frustrating, is it not, to log into... Read More

Google Adwords: Here is Why It Can Explode Your Business!

The beauty of Google Adwords set up is its simplicity.... Read More

AdSense - 7 Keys To Empire?

There's a lot of buzz around about how you can... Read More

How Do You Make Money From Google Adwords?

Can you really make money from this?Late 2003, I think... Read More

Work Your Google AdSense to the Bone!

You got your website, you got your AdSense account, you... Read More

We Are Right In The Middle Of A Pay Per Click Baby Boom

No, this baby boom will certainly not swamp the Social... Read More

Google for Resellers: Leveling the Resell Playing Field

With so many people trying to make money on the... Read More

How to Profit from Knowing the Most Expensive Keywords

By knowing the most expensive keywords on the internet, you... Read More

Adsense ? When Should You Use It?

Well I have several sites, some of them I apply... Read More

PPC Advertising Explained

Advertising on the Internet has always been a bit of... Read More

Determining Keywords

Determining keywords is a critical step in web design. If... Read More

How to Make More Money from the Google Adsense Ads on Your Blog

Numerous bloggers these days are looking to earn extra cash... Read More

Pay Per Click Advertising For Home Business Owners

The biggest stumbling block for most home business owners is... Read More

Adlink Success - A New Advertising Style From Google Adsense

There is a new advertising style from Google Adsense that... Read More

Pay-Per-Click Search Advertising Comes First

There are a variety of advertising options available to online... Read More

Antigo wedding limo ..