Walla Communications Ltd. (TASE: WALA) has launched its new pay-per-click advertising service AdVantage. The launch came after numerous delays and postponements. The system resembles the pay-per-click system used by Google Inc. (Nasdaq:GOOG). Walla! will charge a minimum of NIS 0.05 per click.
Advertisers choose keywords for their ad campaigns and set the price they will pay per click. The system calculates this figure, together with additional data, such as content suitability, and past performance, to determine which advertisements to display and in which order. An advertiser can monitor keyword and ad performance at every stage via a management interface and portal control.
Walla! is offering large advertisers “AdVantage Premium”, which includes a graphics ad and brand platform, to enhance exposure at the top of Walla’s search results.
In January, Walla! launched its upgraded search engine, which is aimed at competing directly with Google Israel, at an investment of $1 million.
Published by Globes [online], Israel business news - www.globes.co.il - on May 1, 2007
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