- Geotargeted ads get double the impressions: $49 for 2 Million Ad impressions.
- Globally targeted ads get double the impressions: $49 for 6 Million Ad impressions.
- Globally targeted ads are also available at $249 for 30 Million impressions. Usually this price only gets you 5 million impressions. We're offering a small number of these crazy door-busters.
- They created PDF's that they sent to universities.
- Each PDF was customized for each university e.g. it had the university logo, and the text was customized.
- The PDF said that students at the university could get a 10% discount at Overstock.com.
- It also provided specific text for each university webmaster to post on their website. e.g. Ladies jackets, comforter sets, mens wear all 10% off at overstock. The important phrases linked to those specific sections on Overstock.
- An important point here is that the link text and links in each PDF were DIFFERENT for each university.
- Many university webmasters posted the text verbatim on their websites.
- Some webmasters simply put the PDF on their sites. Links from PDF documents also pass pagerank and give you a boost in the search results. Few people know this and the posting of these PDFs to university websites was the real genius of this campaign.
- The result was that Overstock.com ended up with a large number of dot-edu links to different sections on their website.
- Google gives links from .edu domains a much greater pagerank score than regular links, and the result was page one for every product section on Overstock.com.
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