A Visit with FindWhat.com CEO, Craig Pisaris-Henderson

Interview Highlights with FindWhat.com CEO

During a recent gathering at the Academy, the Chairman and CEO of FindWhat.com, Craig Pisaris‑Henderson, took the stage to discuss the inner workings of the company’s performance‑based advertising network. The session, designed for students eager to learn about digital marketing, offered a behind‑the‑scenes look at how FindWhat.com turns keyword bids into tangible sales for advertisers worldwide. As the face of a company that manages more than 1 billion searches each month and facilitates well over 700,000 transactions daily, Craig’s insights carry weight for anyone looking to navigate the pay‑for‑performance landscape.

FindWhat.com began as a modest venture that paired buyers and sellers online through a keyword‑targeted model. Today, the platform serves 20,000+ advertisers across the globe and distributes their campaigns to over 200 partners, from search engines to large portal sites. Craig, a founding member, was recently named a nominee for the 2002 Ernst & Young Entrepreneur of the Year Award, a testament to his commitment to scaling a fair and transparent advertising ecosystem. In the Academy chat, he began by outlining the company’s core mission: to provide a level playing field where advertisers of any size could reach audiences searching for the products they offer.

When asked about the regional distribution of traffic, Craig emphasized that the United States dominates the platform’s reach, accounting for more than 95 percent of searches. The company’s strategy, however, is far from static. Craig hinted at two key areas of growth for 2003: expanding into international markets and diversifying the distribution partners that feed FindWhat.com’s keyword network. These initiatives reflect a broader goal of strengthening the brand’s global footprint while maintaining the reliability that existing partners expect.

A standout announcement during the interview was the partnership with Terra Lycos. Through this collaboration, FindWhat.com provides a turnkey keyword advertising solution for both Lycos and HotBot. Advertisers benefit from a private‑label product that includes a comprehensive account‑management interface and dedicated customer support, while the partners can offer branded, high‑quality pay‑for‑performance ads to their user base.

The chat also tackled the topic of automation - a pressing concern for advertisers who wish to streamline their bidding processes. Craig explained that FindWhat.com deliberately refrains from fully automated bidding to preserve fairness. He cited concerns that automatically escalating bids could disproportionately favor advertisers with larger budgets, thereby skewing competition. Instead, the platform offers the BidOptimizer feature, which lets users set target positions and maximum bid limits. When the current market bid sits at $1.00, BidOptimizer will place an automatic bid at $1.01 unless the advertiser’s cap is lower, in which case it will bid the highest allowable amount just above the next available price. Craig advised users to monitor bids regularly or partner with a bid‑management company to stay ahead of market shifts.

When speaking to beginner advertisers, Craig’s advice was straightforward: focus on keyword quality and descriptive copy. He urged them to contact the sales team for personalized guidance, underscoring that the platform’s vast search volume can only translate into traffic if the advertiser’s content matches user intent. He also highlighted that the company’s philosophy centers on fairness - ensuring that every advertiser, regardless of budget, has a realistic chance of success.

Overall, the session painted a picture of a company that values transparency, strategic growth, and user empowerment. Craig’s willingness to share both achievements and challenges offers valuable lessons for marketers who wish to thrive in the competitive pay‑for‑performance arena.

Practical Guidance for New Advertisers on FindWhat.com

Getting started with FindWhat.com doesn’t have to be intimidating. The platform’s structure and tools are built around advertisers who want to see a measurable return on investment. Below is a practical roadmap that takes the key takeaways from the CEO’s interview and translates them into everyday actions for new users.

1. Define Your Audience Early. Before you even log into the dashboard, sketch out the buyer personas you want to attract. Identify the search terms they’re likely to use, the problems they’re trying to solve, and the value proposition your product offers. This groundwork ensures that the keywords you bid on are tightly aligned with user intent, improving click‑through and conversion rates.

2. Start with a Test Campaign. Allocate a modest budget - say $500 to $1,000 - for a two‑week test run. Pick 10–15 high‑potential keywords and craft ad copy that highlights a unique selling point or special offer. Keep the copy concise and relevant, and use the campaign’s built‑in analytics to monitor performance. The goal is to gather data on click‑through rates, cost per click, and conversion ratios before scaling.

3. Leverage the BidOptimizer Wisely. FindWhat.com’s BidOptimizer is designed to place your bid just above the next competitive price while staying within your maximum bid limit. If you’re aiming for the top spot, set your target position to “1” and let the optimizer handle the micro‑adjustments. However, stay alert to the platform’s dynamic pricing - logging in regularly or using an external bid‑management tool can help you adjust quickly if the market shifts.

4. Keep a Close Eye on Quality Scores. Although the interview didn’t dive deep into quality scoring, it’s safe to assume that relevance and landing‑page experience influence placement and cost. Make sure your landing page loads quickly, delivers on the promise of your ad copy, and provides a clear call to action. A higher quality score often means lower bids for the same position.

5. Use the Private‑Label Option for Bigger Partners. If you’re working with a larger partner like Lycos or HotBot, take advantage of FindWhat.com’s private‑label solution. This package includes a dedicated account manager and specialized customer support, which can accelerate onboarding and troubleshooting. Even if you’re a smaller advertiser, understanding how these enterprise tools work can inform your own strategy as you grow.

6. Protect Your Budget with Caps. The CEO emphasized fairness by noting that automatic bid increases can disadvantage smaller advertisers. To avoid overspending, set strict daily or campaign caps. If you notice a sudden surge in clicks that erodes your budget, pause the campaign and reassess your keyword list or bid amounts.

7. Continually Refine Your Keyword List. As the test campaign concludes, review which keywords drove the most conversions and at what cost. Add high‑performing terms, pause or lower bids on underperforming ones, and consider adding negative keywords to filter out irrelevant traffic. A lean, high‑quality keyword list reduces wasted spend and improves overall ROI.

8. Stay Informed About Platform Updates. FindWhat.com occasionally rolls out new features or partnership announcements. Keep an eye on official communications and consider joining community forums or webinars. The CEO’s recent partnership with Terra Lycos, for instance, hints at future integrations that could open new distribution channels for your ads.

9. Build Relationships with the Support Team. The CEO’s advice to “give our reps a call” underscores the value of human insight. Don’t hesitate to reach out when you hit a roadblock or need strategic advice. A responsive support team can help you navigate platform quirks, refine bidding strategies, and unlock advanced features.

10. Document and Iterate. Maintain a simple spreadsheet or use a marketing automation tool to track key metrics - cost per click, conversion rate, revenue generated - for each keyword and ad group. Every week, review these numbers, identify trends, and adjust accordingly. Over time, this disciplined approach turns raw data into a refined strategy that maximizes return while staying within budget.

By following these steps, new advertisers can harness the power of FindWhat.com’s performance‑based network without feeling overwhelmed. The platform’s focus on fairness, transparency, and data‑driven decisions means that whether you’re a startup or an established brand, you can grow your online presence in a measured, profitable way.