Insights from FindWhat.com CEO Craig Pisaris‑Henderson on Performance‑Based Advertising
During a recent live chat session with Academy students, Craig Pisaris‑Henderson, the Chairman and CEO of FindWhat.com, opened up about the inner workings of one of the most respected pay‑for‑performance advertising networks. The conversation covered the company’s current scale, future ambitions, strategic partnerships, and practical advice for both seasoned marketers and newcomers to the world of keyword bidding.
FindWhat.com stands out by acting as a bridge between advertisers and the massive search‑engine ecosystem. Craig explained that the platform lets marketers bid on specific keywords, then distributes those bids to over 200 distribution partners, including major portals and search engines. This reach translates into roughly one billion searches per month and more than 700,000 transactions daily. With a global advertiser base of over 20,000, the company has built a reputation for reliability and fairness in a market where budgets can tilt the playing field.
One of the first questions students asked was about the geographic composition of the traffic. Craig answered that the U.S. dominates, accounting for more than 95 percent of the monthly search volume. He noted that while international expansion is on the horizon, the U.S. remains the primary focus due to the sheer size of the domestic advertising market and the maturity of its distribution partners.
When asked about the company’s vision for 2003, Craig highlighted two key areas: expanding internationally and diversifying the pool of distribution partners. He mentioned that while the U.S. remains central, the team is actively courting new partners worldwide. In the same breath, he hinted at plans to broaden the types of channels through which FindWhat.com delivers ads, moving beyond traditional search portals to include emerging platforms and niche sites that reach specific audiences.
The CEO also shed light on a new partnership with Terra Lycos. This collaboration involves providing a turnkey keyword advertising service for both Lycos and HotBot Web properties. Under the arrangement, Lycos and HotBot brand and sell the service, while FindWhat.com supplies the private‑label product, complete with a keyword‑targeted pay‑for‑performance ad engine, an account‑management interface, and dedicated customer support. This deal illustrates how FindWhat.com is building a versatile, white‑label offering that can be customized for different publishers and marketers.
Automation is a hot topic in keyword bidding, and Craig addressed it head‑on. While FindWhat.com does provide several automated features, the CEO explained that they have deliberately avoided fully automated bidding. He cited concerns that such tools could give larger advertisers a disproportionate advantage by allowing them to scale bids more aggressively. The company’s philosophy is to maintain a level playing field so that small and mid‑size marketers can compete effectively. This approach may mean that some automation options are reserved for advanced users or require a manual review process.
Students also wanted practical tips for those just starting with pay‑per‑click campaigns. Craig’s advice centered on keyword relevance and clear messaging. He encouraged new advertisers to focus on concise, targeted keywords that reflect what users actually search for. He also urged them to work closely with the FindWhat.com reps, as the support team can help refine keyword lists, craft compelling ad copy, and set realistic budgets based on past performance data.
Another frequently asked question concerned the BidOptimizer feature. Craig explained that the tool lets advertisers specify the desired ad position (from first through fifth) and set a maximum bid cap. If the current highest bid for a keyword is $1.00 and a user wants to secure the top spot, the BidOptimizer will automatically raise the bid to $1.01, provided the cap allows it. This function helps keep bids competitive without overspending. For those who prefer manual control, Craig suggested logging in frequently or engaging a bid‑management company to keep positions in check.
Overall, Craig’s interview painted a picture of a company that balances aggressive growth with a commitment to fairness. By focusing on large‑scale reach, strategic partnerships, and user‑friendly tools, FindWhat.com is positioning itself as a reliable partner for advertisers of all sizes.
Robin Nobles Expands SEO Education Through Live Workshops and Online Training
In addition to the insights shared by FindWhat.com’s CEO, the Academy also highlighted the ongoing efforts of Robin Nobles to spread search‑engine optimization (SEO) knowledge across North America. Known for her dynamic live workshops, Robin has become a go‑to resource for marketers who want to stay ahead of algorithm changes and industry trends.
Robin’s workshop schedule now spans multiple cities, allowing participants to experience hands‑on learning in person. These sessions cover everything from keyword research to link building, offering attendees the chance to ask questions and test strategies in real time. For those unable to travel, Robin’s expertise is also available online through her online web training platform, where interactive courses and video tutorials provide flexible, self‑paced instruction.
To reach an even broader audience, the Search Engine Academy - an extension of Robin’s training program - offers localized SEO courses. These classes focus on regional search behavior, local citation building, and map‑listing optimization, giving marketers tools to dominate their specific markets. The Academy’s website, seo-tip@aweber.com, covers topics ranging from technical fixes to content strategy, ensuring that subscribers stay informed even between workshops.
Robin’s dual approach - combining in‑person workshops with comprehensive online resources - caters to both beginners and seasoned professionals. Her workshops bring a personal touch, with live demos and Q&A sessions that allow attendees to troubleshoot their own campaigns on the spot. The online training, meanwhile, offers depth and flexibility, letting users dive into specialized modules such as mobile SEO or e‑commerce optimization at their own pace.
For marketers seeking to sharpen their SEO skills, the benefits are clear: real‑time interaction with an industry expert, step‑by‑step guidance on complex topics, and a wealth of supplemental materials to reinforce learning. Whether you attend a live workshop or enroll in an online course, Robin’s programs are designed to deliver practical knowledge that translates directly into better search rankings and increased organic traffic.
By providing both localized and broad‑scope training options, Robin Nobles ensures that anyone - from small business owners to large corporate teams - can access the knowledge they need to succeed in a constantly evolving search landscape.
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