August 25, 2005

Yahoo Content Network Randomizing Number of Ads Displayed

It looks like Yahoo! Search Marketing is displaying different numbers of ads at random times on their content network - most likely to find out what the optimal number of ads to show on a content partner's site is.

Yahoo Search MarketingThis is a concern for search marketers because knowing what position is needed to be displayed is vital to get shown within Yahoo's content network. So far, marketers can only be certain to show up if they are in the top position.

There are screen shots on SE Roundtable.

August 24, 2005

Search is More than Just the Engines

Many search marketers only look at online results and metrics, but there is more to search than just analytics.

CMO Magazine has an article that talks more about the importance of external factors to a marketing campaign.

Basically, news about Paris Hilton's latest escapade could give you a spike in clicks, and costs, if you manage any search campaign dealing with Paris, France or even Hilton Hotels, Hilton Head, etc. Being aware of these factors can help you manage your search campaigns and be prepared to capitalize on external events rather than be hurt by them.

August 23, 2005

Yahoo! and MSN Market Share Increase at Google's Expense

ComScore Search Engine ReportJuly numbers are in: Yahoo! and MSN are up while Google's market share falls says ComScores latest report.

Total searches reached 4.8 billion, an increase of 22% from the previous month. Market shares were as follows:
Google: 36.5%
Yahoo: 30.5%
MSN: 15.5%
AOL: 9.9%
Ask Jeeves: 6.1%
InfoSpace: 0.9%
All Other: 0.6%

There is more detailed information on PR Newswire.

August 22, 2005

Google, Yahoo! to Fight Over Classified Ads

It looks like Craig's List is about to get some more competition. Google and Yahoo! are looking to get into the Classified business.

There is an article on The Courier-Mail talking about the competition to gain share in classifieds.

From a consumer standpoint, this move is long overdue. Classified ads so far have been hard to find, infrequently updated, and overall weren't very user friendly. With the two major players in search getting into the business, the consumer will benefit most.

For search marketers, it will give them one more vertical to target consumers who are looking to spend money. What will be important is demographic and local targeting.

August 20, 2005

Clueless Marketers - Don't Be One

There is a short article on Seth Godin's blog about how clueless marketers still are.

Confused Search MarketerHow can you keep from becoming a clueless marketer? Follow a few simple steps.

1. Don't Always Follow the Herd
A common practice when writing copy is to see what others are doing and improve upon it. Analyzing your competitor's ads is one step in the process, but you also need to tailor the ads to your client's website. You also need to test different creatives to see what works best and build on those. Just because everyone else is doing it, doesn't mean it is the best.

2. Get data, Analyze it, Use it.
There is lots of data available. Collect as much data as you can and organize it. Analyze the data - look at it from different angles. Come up with a strategy backed by the data and begin implementation. Track the results, make necessary improvements.

3. Test
Sitting back and being satisfied with good results is the quickest way to be surpassed by competitors. Keep testing new ideas/strategies/etc. to optimize and maximize an account. Search marketing is a continuous process that needs to always be modified and improved.

These are three important parts of the big picture - there are still many more.

August 19, 2005

Google's Relevancy Becoming More Irrelevant

Do a search on Google for the word "Microsoft". What do you get as sponsored results; ads for ink cartridges, online schooling, and credit cards. The new bidding policies have allowed advertisers with irrelevant advertisements to flood into the pages of search terms that don't have to do anything with what they are advertising.

Google may start having problems with users not having as good of an experience as they previously have been having. A lot of people say they don't notice the ads (or even know they're there), but they may start noticing once they search do a search for weather in florida and see ads for clubs, credit cards, and spanish lessons.

Do a search for the word "google" on Google, see what results you get. (they were worse earlier in the day)

New Strategies for Google AdWords

Webmaster World has some posts with strategies for the new AdWords structure put into place a few days ago.

The two strategies in the original post by eWhisper look well thought out and show promise. They deal with launching new products and targeting certain demographics.

The post is here.

August 18, 2005

AdWords New Structure - A New Era

Search Engine CompetitionThe new bid structure recently implemented by Google is already starting to affect pricing and account metrics. Doing searches for general keywords yield more advertisements and it is big companies (or at least companies with the money to spend) that are starting to show up in the top spots.

While this may be a temporary spike in competitive bidding, two things will remain with the new system. The price per click on average will increase and competition will also increase. This will also have the effect of making management of a campaign more complex and create lower tolerances for errors.

Yahoo! to Introduce Google-like Bid Structure

Yahoo! Search Marketing - OvertureThere is a post on SEW announcing Yahoo's plan to introduce a new structure for Yahoo! Search Marketing.

It will have a similar feel to Google AdWords. Say goodbye to viewing bids and say hello to an algorithmic placement structure based on max bid and click through rate. It will still be some time until they make the changes, but the fact that they are dramatically restructering their current format is a glimpse into the future of search marketing.

Geico vs. Google - Court Decision

If you have been following the news, you would have heard that Google was sued by Geico in a trademark infringement suit. Basically, Geico was trying to get Google to stop selling trademarked terms like Geico and to stop them from using the same trademarks in ad titles & descriptions.

Google's wanted to clarify the decision made by the judge on its blog.

In short, you are not allowed to use trademarked terms in titles or descriptions, but you may still bid on trademarked keywords.

Google AdWords

August 17, 2005

Basics of Tracking User Behavior

Tracking behavior of users is important in all aspects of marketing. This information can also be used to assist in making the most of search campaigns.

Sally Falkow has a brief article on why it is important to track user behavior.

First Steps to Take With New AdWords Changes

First Steps - GoogleOld "on hold" and "in trial" keywords

1. Run a Report to find all "on hold" and "in trial" KWs in your account (use dates prior to August 16)
2. Review all “on hold” or “in trial” keywords
3. Remove any keywords you do not wish to have active
4. Review daily budget and bids to ensure they are properly set

Disabled Keywords
Disabled KWs will be left in all accounts for one month.

1. Review all “disabled” keywords
2. Re-add desired keywords with appropriate max. CPC

All Keywords
(now that changes are in affect)

1. Pull a report for all accounts to show which keywords might be inactive
2. Determine if new min. CPC is within your metrics and adjust accordingly

August 16, 2005

New AdWords Keyword Status In Effect

Google AdWordsIf you take a look at your AdWords account, you may notice that their new keyword status changes have been made live.

Advertisers should be shortly see if these new changes will have a significant affect on their accounts.

Yahoo! Content Match Degraded by New Publisher Network?

Search Engine Roundtable points out complaints on SEW forums that ads listed in Yahoo! Content aren't as efficient as they once were.

Now that Yahoo! has opened its network to include the public, people are noticing that they are seeing a large increase in impressions, but decreased click through rates and conversions.

August 15, 2005

SEM: Its not Just Bid Management

Search engine marketing is being touted as a revolutionary way to advertise and be able to account for each dollar spent and gained.

Search Engine Marketing StrategyCampaigns for many companies can consist of hudreds of thousands of keywords. Many SEMs are either creating their own software to manage these complex campaigns or are using what is available. Most of them are missing the big picture.

To run a successful long term search marketing campaign, strategy is important to have in the mix. There are SEMs who are trying to come up with a fully automated software package to make the decisions for them. While this method can work to keep an account stabalized, it won't grow or maximize an account.

Intelligent companies know the value of the big picture and are always analyzing and setting up the pieces to reach their short and long term goals. What will separate SEMs once the industry plateaus will be the strategy they use with their accounts.

News Corp Blinkx its Corporate Eyes

BlinkxWe reported in a previous article that News Corp., a news powerhouse, was in advanced talks to acquire a search engine.

The LA Times is now reporting that their eyes are set on Blinkx, an engine most known for its video search.

Read the full article.

Ask Jeeves Sponsored Search Open to the Public

Ask Jeeves has officially opened its doors to everyone. Go here to get to their site and learn more details.

Ask Jeeves Sponsored Search

What is the Future of Adveristing?

Inc.com has an interesting article on the future of advertising.

Measurement. Marketers are seeing how using metrics online is giving more meaning to statistical data and ad spend. It also takes a look at how advertisers are producing more targeting ads to smaller, niche segments of consumers (which also aids in capturing metrics).

Read the full article here.

August 12, 2005

News Corp Getting Into Search

Rupert Murdoch - News Corporation"Murdoch said News Corp. plans to create an Internet portal and is in advanced discussions to acquire a controlling stake in a search engine, which he declined to name." - SmartMoney.com

This sounds like some very big news. News Corp. has a market cap of roughly $19 billion so it will be able to make its presence known quickly. If it buys Looksmart as is rumored, they can become another powerful competitor to the top search engines - especially when it comes to content.

Full article.

Get Positive Results with Negatives

How can you increase your CTR, increase targeted leads, decrease CPC,and decrease your spend?

Adding negative keywords to your campaign.

Inside AdWords has a short article with two short tips on finding negative keywords.

- Use the AdWords Keyword Tool - if you see keywords that don't match your site, add them as negatives

- Search the web - use keywords from unrelated sites as negatives

Increase Click Through RateIncrease Click Through Rate: Your total impressions will be reduced, total clicks will be reduced but but by a smaller percentage than impressions. (lowers the denominator in the CTR equation)

Increase Targeted LeadsIncrease Targeted Leads: While your total clicks go down, the clicks you do get will be from users who are more likely to be interested in what you offer.

Decrease Cost Per ClickDecrease Cost Per Click: With an increased CTR, your Quality Score will increase giving you a higher overall rank lowering the total CPC for the same position.

Decrease SpendDecrease Spend: With a lower CPC and slightly less clicks, your total spend will also go down.

August 11, 2005

Search Engine Strategies: Summary, Day Four

Session 1Search Engine Strategies
'Tis The Season
Measuring Success Overview
Organic Listings Forum
Business To Business Tactics
Ad Copy & Landing Page Clinic

Session 2
Shopping Search Tactics
Measuring: The Time Warp
Meet The Crawlers: Submission & Feed Edition
Meet The B2B Search Engines
Link Building Clinic

Session 3
Shopping Search & Merchant Reputations
Measuring Offline Sales & Conversion
My SEM Toolbox
Spanish Language SEM Tactics
Site Clinic

Thank you to Search Engine Roundtable and the few other sources that I linked to for their very comprehensive coverage of SES San Jose 2005.

SES: San Jose 2005
Day 1
Day 2
Day 3
Day 4

Google Dominates General Search, but Yahoo! Leading Local

Yahoo Local SearchIt looks like Google has been able to keep and even grow its market share in regulary web searches, but still can't overcome Yahoo! in local search who had 4.4 times more visitors to its local search site in July than Google.

With growing emphasis being put on local search, Google will need to either step up or it may begin to lose market share from people using Yahoo! and its other properties or even to MSN who is a close third in the race.

Tekrati has the complete article.

An Introduction to Search Engine Marketing

There is a fairly good and thorough article on the basics of SEM over at Media Week. Read it if you're brand new to search, it will give you a quick glimpse into the industry of search marketing.

Though the article has a lot of useful information, there are parts I don't agree with.Educational SEM Tutorial

In one part of the article, the writer begins to quote (from a Google rep) how "people walk in the door and then pick up knowledge very, very quickly". While it is true that with the proper training, the basics of search marketing can be learned, to be an expert, or even successful, requires time and experience.

Another part states that MIVA (formerly FindWhat) is part of the "big three". While MIVA is a public company, and can be used for certain campaigns, it by no means should be included with Google and Yahoo! Search Marketing. MIVA is a 2nd tier engine and still provides an excessive amount of fraudulent traffic. Even if the traffic wasn't fraudulent, the volume of traffic that can be generated from them is minimal compared to even AOL, Ask Jeeves, or MSN.

Those two were the biggest parts of the article that struck me as inaccurate. Nevertheless, it is worth a read.

Read the full article.

August 10, 2005

Search Engine Strategies: Summary, Day Three

Session 1Search Engine Strategies
Converting Visitors Into Buyers
Executive Roundtable

Session 2
Linking Strategies
Local Search Marketing Tactics
Beyond ROI: Getting Creative With Search
Big Site/Big Brand SEM
Pimp My Site!

Session 3
Buying & Selling Links
Meet The Local Search Engines
Copyright & Trademarks
Working Together
Site ECG

Session 4
Search Engine Q&A On Links
Local Search Ads
Auditing Paid Listings & Click Fraud Issues
In House Forum
Usability Clinic

SES: San Jose 2005
Day 1
Day 2
Day 3
Day 4

Marketing Alliances from Yahoo! Search Marketing

"Yahoo! Search Marketing now offers a variety of programs designed to assist agencies, search engine marketers (SEMs) and web professionals in furthering their businesses by providing essential resources to help them acquire, retain and refer clients."

The programs are similar to Google AdWord's Certified Professional program.

Yahoo! Marketing Alliances

Yahoo Ambassador Program

August 09, 2005

Search Engine Strategies: Summary, Day Two

New SEM Vocabulary: Cost Per Keyword (CPK)

DoubleClick announces Performics 50, a representative sample of 50 actively managed search campaigns. Along with this overall view of the marketplace is a new term to search engine marketing: Cost Per Keyword (CPK).
DoubleClick Performics 50
Cost Per Keyword is a monthly metric to show advertisers a more accurate value of a specific keyword besides max bids. It is, in its most basic form, avearage cost per click multiplied by the total number of clicks.

CPK can be helpful to get an overall picture of how an account is changing over time depending on the strategy being used. On the other hand, it seems as though using CPK as a determining metric in some campaigns can be detrimental to maximizing a campaigns results.

That'll be $6 - Verizon SuperPages Introduces Pay Per Call

Verizon SuperPages.com has unveiled a new pay-per-call offering.

Local marketers will pay from $2 to $6 per qualified call, depending on the business category. The company estimates 80 percent of its small business advertisers will be interested in the product.

Pay Per Call is finally getting some support from online phone directories. Hopefully this introduction will get these companies to make a more organized, user friendly online phone books.

Read the full ClickZ News article.

Online Advertising Expected to Double by 2010

JupiterResearch reports that sales of online advertising will more than double by 2010 to become an $18.9 billion industry. Search engine marketing is expected to increase at a compound annual rate of 12 percent

By 2010, broadband internet service will be in 71% of connected U.S. homes resulting in a greater demand for Rich media. Creating an interactive and captivating environment will be important in reaching these users.

InformationWeek has the full story.

August 08, 2005

Search Engine Strategies: Summary - Day One

Search Engine StrategiesSearch Engine Strategies started off today in San Jose. Three people from Search Engine Roundtable are covering the sessions and posting them online. Check back each day for updates.

Session 1
Introduction To Search Engine Marketing
Search Algorithms: The Patent Files
Mobile Search
Dealing With Contextual & Other Non-Search Ads
Eye of the Storm: Lessons from Large Search Marketers

Session 2
Search Term Research & Targeting
Searcher Behavior Research Update
Video & Podcast Search
Earning From Search & Contextual Ads
Search Term Research & Targeting
Weird Science: The Next Generation in Media Planning and Buying

Session 3
Search Engine Friendly Design
The Search Landscape
Personalized Search & Search History
Search APIs
Personalized Search & Search History
From Broad to Specific: Capitalizing on vertical search and other niche publishing opportunities

Session 4
Buying Search Engine Advertising
Competitive Research
Vertical Creep Into Regular Results
Partnering With Search Engines
Vox Populi: Understanding the role of consumer-generated content

SES: San Jose 2005
Day 1
Day 2
Day 3
Day 4

Kanoodle Initiates Max Bid Structure

Kanoodle, a 2nd tier PPC search engine, announced that advertisers can now set max bids within their campaigns. The use of max bids in Kanoodle and other search engines allows advertisers to set a ceiling on what they are willing to pay each time a user clicks on their ad and also reduces the amount they are charged per click to one cent above the next highest bidder.

Kanoodle is known for its conextual ads on MSNBC.com, MarketWatch, and USATODAY.com.

Kanoodle

Yahoo! Changes Ad Counting Method, Excludes Undelivered Impressions

Yahoo! introduced a new change to their advertising platform. Impressions will now only be counted if the ad is loaded within a user's web browser. Prior to this modification, impressions were counted as they were sent from Yahoo!'s servers.

This change does not seem to be extremely significant on the surface. However, it is one more step closer to having more accurate data to analyze.

The full story can be read at Online Media Daily.

August 07, 2005

From Humble Beginnings to a Multi-Billion Dollar Industry – Search Engine History

The Engines

Search engines have come from robotically crawling as many sites as possible to using complex algorithms to include only the most relevant results for its users. They were first developed at universities with “Wandex” being the very first. These early engines did not provide a very user friendly search experience. Their back ends just cataloged as many pages as it could and the front end did not have a good system of displaying relevant results. There were also directories such as dmoz and Yahoo! where people would manually decide which sites to include, but this method is very time consuming and can miss many relevant sites.

Old Google LogoIn 1996, Google humbly began as a Stanford University project called BackRub by two graduate students, Larry Page and Sergey Brin, in an effort to rate and sort listings by analyzing “back links”. They used the presumption that if other people felt strongly enough to link to a specific website, then that link is a sign that the website contains valuable content – the more “back links” a site has, the more valuable, or relevant it is. BackRub became so popular that at one point, over half of Stanford’s network traffic was being used by their program.

Search Finds Revenue

Search engines needed to make money and many would display banner ads when users searched for terms. In 1998, GoTo.com introduced paid placement with the idea that websites who pay to be listed will be more relevant for searchers. Then, in 1999, AltaVista, one of the top engines at the time, shook the search industry with its launch of an auction based paid inclusion program. Websites could bid to show their listings for two weeks when certain keywords were searched. However, after only a few months, AltaVista ended their advertising program indicating the other search engines would need to be careful when approaching advertising.

Search Turns ProfitableBy the end of 2000, the major search engines were offering some sort of paid listings program. Most were using pay per click, paid inclusion (paying a specific fee to be listed), or both. GoTo continued to grow using its auction based pay per click system, rebranded its company as Overture, and finally turned into Yahoo! Search Marketing when it was acquired by Yahoo! in 2003. Google has had its AdWords PPC program in place since 2000. Yahoo! and Google have had partners such as MSN, AOL, and other major engines, but as the industry continues its rapid growth, these partners are beginning create their own pay per click services; the two most recent being MSN Keywords and Ask Jeeves Sponsored Listings.

Today

U.S. and Canadian advertisers spent $4 billion on search engine marketing in 2004 with over 80% of that figure on paid placement alone. Being a new and booming industry, there are many changes occurring in the overall industry. Search engines are continuously trying to increase revenue by targeting niche markets. Pay Per Call has been started by MIVA (formerly FindWhat) to show advertisements with phone numbers that even businesses without a website can use. Search engines are broadening their reach with services such as content and local targeting. Local targeting is also a growing market that can be used by small businesses to compete online in their geographic area. Content programs will show relevant ads based on the overall content on the page or site. They are also in the process of bringing image/banner ads back into their advertising mix. These are just some of the many changes happening in the industry today. Being such a dynamic industry tomorrow will bring even more innovations.

August 06, 2005

Tools & Guides for SEM/SEO Beginners

There are a number of places to learn about Search Engine Marketing. Below is a list of different websites that can help beginner's learn basic concepts, techniques, and strategies of different areas in SEM.

Paid Search

Google AdWords Learning Center
The learning center has tutorials specifically tailored for AdWords, but the information included in their lessons can be used in all areas of PPC marketing.

Pay Per Click Search Engines - Reviewed
PayPerClickSearchEngines.com offers up to date reviews on most if not all the PPC search engines. Very valuable for the beginner or experienced SEM professional.

Yahoo! Search Marketing
This site has some more information, mostly pertaining to Yahoo! Sponsored Search. This site isn't as in depth as Google's, but still worth a look.

Simple Keyword Selection Tool
This tool from the Overture site allows you to put in a keyword and will give back other similar keywords that were queried in a search. It also shows how many times each keyword has been searched the previous month.

AdWords Keyword Tool
Similar to Yahoo's tool, but may give you other variations that you did not think of. You can also tailor your results for specific languages and countries.

Using Negatives
Learn the basics behind usings negative keywords to enhance your campaigns.


Search Engine Optimization

Bruce Clay Consultants
This site has lots of great information on search engine marketing and search engine optimization.

26 Steps to Market Your Website
Gives you bare bone essentials for getting traffic to your site. Many steps deal with tips to make your site as friendly and visible as possible to search engines.

August 05, 2005

It's Christmas in July ...err... August for Search Marketers

The holiday shopping season has consistently been the maker or breaker of online retailers - the season can account for 50% or more of yearly revenues. Online shopping continues to increase and like its brick and mortar counterparts, it is big for online businesses. If you are managing a search campaign expect costs to increase and don't be surprised to see a lot more aggressive competition.

Webtrends has released the 2005 Online Retail Holiday Readiness Report (membership required) which has more details and statistics regarding the upcoming holiday season.

Microsoft's Search Strategy - Copy Copy Them

It looks like MSN Search will be entering the marketplace using Google's expertise. Their new program, MSN Keywords, will have an almost identical format as Google's current AdWords program. It will consist of a 35 character maximum title and 70 character wrapped description. (currently Google uses two description lines with 35 characters on each line)

They will be using their own API system which is necessary to work with the large agencies who have sophisticated bid managing software. There is still no set launch date, but it should go live to the public before March of 2006.

MSN also has a new customizable search engine at www.start.com which is similar to Google's and Yahoo's. Microsoft has always been great at copying what others do well (Apple, Google), they should think about acquiring Xerox to gain more insight on the duplication business.

Read more on MSN Keywords at Search Engine Watch.

August 04, 2005

The Vole is Coming to Search! Google Beware!

The Wall Street Journal reports: "Microsoft next week will announce plans to begin U.S. testing of MSN Keywords, its own system for placing ads on its MSN Internet search site."

Microsoft tends to get into the game late with most big innovations these days. Search engine marketing is no different. MSN Search was always around, but was never very good. It seemed to just be one of those developments that Microsoft thought should be a part of their mix.

Now everything has changed. Microsoft is using its large bank account and putting lots of effort into taking profits away from Google. Google will have a much harder time brining in those profits investors are expecting that anybody had anticipated. They will need to become much more innovative if they want to stay on top.

Statistics: Half of Website Traffic Comes from Search

There is a short article on MarketVOX about how most people reach their final destination on the web.

However, there is an interesting trend occuring. 61% of older users (25-64), which still make up a majority of online users, use search engines to get to websites while the majority of younger users prefer to directly type in or use bookmarks to get to sites they enjoy.

This information can be useful when think about SEM. Being high in both organic and paid results can be important to attract new and returning visitors to your site. At the same time, it is very important to pay attention to metrics for paid results since you are being charged everytime your ad is clicked. Depending on the type of site/business you operate, someone visiting your site may just be logging on or viewing their account instead of producing a conversion. Analyzing your own logs can show if your metrics are being skewed by returning visitors who are just using your paid ads as easy links to get to your site.

On the other side of the picture, making sure your customers are happy and return will become increasingly important for younger users (and older users as those users get older). Since this segment doesn't use search to get to their favorite sites, making sure they know your URL well or have bookmarked your page becomes one key to success.

Yahoo! New Addition for Fourth Position

It seems Yahoo! is beginning to test displaying four ads above the organic results instead of the normal three. Search Engine Watch Forums has a thread by Search Player who spotted the change. Looks like Yahoo is looking to beef up the top line on their income statement.

Yahoo Search Marketing - fourth position

August 03, 2005

AdWords Experiments with 200 char. Ads

Threadwatch reports that Google is inviting a select few to be a part of Phase 2 of their test to see if 200 character ads perform better than their current ads which are only allowed a maximum of 70 characters.

Yahoo Search Marketing to Expand Content Network

Yahoo! has announced it will expand its content network to include smaller websites such as personal sites and blogs with Y!Q Beta. This will bring increased competition to Google's Adsense program which currently is the type of advertising program a large percentage of websites currently use. This should dramatically increase impressions and clicks for advertisers in Yahoo content targeted ads.

Ask Jeeves Advertising - More Info

Official Public Start Date: August 15, 2005
Minimum bid: $0.05
Positions Available: Top 3

Key advertiser benefits include:
-- Premium placement on Ask Jeeves and its syndication network
-- Low spend minimum that enables both large and small advertisers to
purchase search advertising via a self-service system
-- Increased visibility into campaign performance, enabling more effective
management of campaigns

Extensive reach:
-- With only a 13% average audience duplication between Ask Jeeves and
other major search engines, Ask Jeeves Sponsored Listings enables
direct advertisers, agencies and SEMs to reach Ask Jeeves' unique
(unduplicated) audience and its syndication network of high quality
partners
-- According to Nielsen/NetRatings (May 2005), the Ask Jeeves network
reaches nearly one-quarter (25%) of the total online population

Ease of use:
-- Automated system provides control over purchasing, management and
campaign optimization
-- Instant campaign activation and a 24 hour cancellation policy
-- Streamlined interface and user-centric workflow enable customers to
make informed and effective purchasing decisions

Multi-campaign management features:
-- Advanced spend management options including daily or monthly budget
limits
-- Bidding system enables greater control over placement within paid
listing results
-- Real time campaign reporting and account alerts
-- Automated click fraud protection
-- Bulk-loading support for large keyword lists
-- Standard creative format minimizes the need to create new ads
specifically for Ask Jeeves

The official press release can be found here.

August 02, 2005

Important Google AdWords Delivery Change

Starting today, August 8, AdWords will deliver more impressions for your ads when demand for them is greatest. Until now, the daily budget for AdWords ads has been divided nearly evenly throughout the 24-hour billing day. After this change, Google is going to be more closely matching ad serving to user traffic. In other words, the AdWords system will show your ad more often when demand is higher.

If user demand is steady, the AdWords system will spread your budget evenly across the day, showing your ads as often as your budget allows. If demand for your ad tends to spike during parts of the day (due to user traffic, the nature of your business, or for any other reason) the AdWords system will adjust to deliver more ad impressions at those times, and fewer at other times of the day. This ensures that your ad earns the most effective impressions your budget allows, and helps make sure that your budget is fully utilized each day.

August 01, 2005

Past Performance is No Indicator of Future Performance in Search Engine Marketing.

True, you can gain invaluable and reliable data from past history of your campaigns. Problems begin to occur when something unexpected happens and has a drastic impact on your account.

E-Commerce Times has an article about how searches on the housing bubble have really blown up since the end of May. To companies using keywords targeting similar words or phrases will have seen a huge spike in clicks and thus costs.

Keeping abreast on the marketplace and current events is extremely important to keeping your accounts stable. You can use this external information to stay far from dangerous increases in spend or use it to your advantage with the appropriate strategy.

SEM: Real Life Tactics

How do you improve ROI or CPO? Marketingsherpa provides a case study from Charles Schwab's CyberTrader Marketers.

Summary:

Step 1: Analyze your current statistics.
Step 2: Revamp and maximize your campaign.
Step 3: Research. Research. Research.
Step 4: Optimize. Increase what works, reduce what doesn't.
Step 5: Test. Then retest.
Step 6: Repeat.

SEM Report Site Feed   SEM Report Site Feed