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Starbucks And Conversational Marketing
This seems like an almost trivial thing to write about, but lately it's been discussed in one of the major search marketing blogs: SEO Book. If you've been to Starbucks lately you may have noticed that printed on each...
Are You Targeting Your Best Customers?
So much otherwise good marketing is misdirected at the wrong customers. "Free shipping" is a great offer for someone almost ready to buy who needs just one more reason to do it now, but it won't move someone who isn't ready yet. Similarly, many of your offers will work...
Brands And Community
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Simple Question: Who Else Can Win?
I've been writing about companies who are committed to making a difference. I think the issue boils down to a very simple question: "Who else can win?" The primary focus has always been on how companies make money... ie. how the company wins. But precious few companies...
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The Integration Of Search & Display Marketing
Yahoo! and comScore released the results of a joint research project, entitled "Close the Loop: Understanding Search and Display Synergy," aimed at gauging the impact of search and display advertising campaigns when employed both independently and in concert...
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04.12.07
Meet the Search Ad Networks
 By
Nathan Weinberg
Just got out of the search ad session, and here’s my liveblog (on tape delay, I guess; no wifi). The panel listed at the beginning is the expected panel, but things didn’t quite turn out that way (and I’m not sure if I heard everyone’s name right).
 SES search ad panel Hosted on Zooomr
Panel:
Doug Stotland, Director, Microsoft AdCenter
Gretchen Howard, Online Sales and Operations Manager, Google
Dan Boberg, Senior Director, Sales Technology and Programs, Yahoo! Search Marketing
Amit Kumar, Engineering Manager, Yahoo! Search
Rebecca Lieb, Moderator
Dan from Yahoo gets up to talk Panama. Says Panama is the worst code name ever, especially since everybody knows it and uses it. Says advertisers really like Panama so far, especially the features. They like geotargeting, and a feature that lets you pull sliders and see how that change will effect your campaign and your results.
Talks about some new research. The research talks about
advocates, people who are very loyal, use search a lot, do a lot of research, and tend to be extremely loyal once they choose something. Statistically, advocates are more open to influence than non-advocates, you just have to put a lot of work into it, but the results are worth it.
They are committed to traffic quality, including appointing Reggie Davis to VP of Marketplace Quality. They are now revealing that 12-15% of clicks (on average across all clicks) are not billed for, in the interest of quality. Not all are click fraud, but are removed because they are not quality in one way or another, and thus should not be billed.
They are announcing today a multi-year deal to exclusively provide contextual ads to Viacom sites, including BET, VH1, MTV, and Comedy Central.
Doug from Microsoft is introduced as not having Ms. Dewey’s neckline (apparently she made quite the impression at the keynote. Doug is talking AdCenter. Announced that yesterday AdCenter finished first in a Rock N’ Sock ‘Em robots deathmatch, beating Google and Yahoo, which proves Microsoft can win in the search game (see trophy in photo).
AdCenter has had a lot of work, releasing in new countries, upgrades and features. Advertisers say their clicks are of very high quality, but there aren’t enough of them, and the interface needs to be easier. Clicks from AdCenter tend to convert higher (see slide in photo). They do better in most categories, but not financial services.
Continue reading this article.
About the Author:
Nathan Weinberg writes the popular InsideGoogle blog, offering the latest news and insights about Google and search engines.
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