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Specializing in search engine optimization, pay-per-click & Internet marketing strategy, for web design & e-commerce solutions. Since 1999. |
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Specializing in search engine optimization, pay-per-click & Internet marketing strategy, for web design & e-commerce solutions. Since 1999. |
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Search Engine Reports
September, 2004 9/29/04: MediaPost (and others) report Clicklab assertion that click fraud accounts for as much as 50% of clickthroughs in competitive pay-per-click (PPC) categories. Clicklab sells software to help detect click fraud, so they benefit from hyperbole when making this claim, but other studies support its findings, stating that click fraud is responsible for 10-50% of PPC click-throughs, with higher fraud rates attributed to more competitive arenas (gambling, porn, etc.) Click fraud can be conducted manually or by software programmed to avoid detection by rotating IP address between clicks on your ad. 9/23/04: Looksmart acquires Furl, a browser add-on that allows users to save, organize, and share online data. 9/21/04: AskJeeves releases beta Local search based on CitySearch data. 9/21/04: AskJeeves announces upgrades to its Teoma engine which improve upon the relevance, freshness, and size of the original. Teoma 3.0 also searches Flash and PDF files. Cached pages and related search options will appear at the end of the year. 9/21/04: AskJeeves releases beta Personal Web, a web-based service like Spurl or Furl that allows a registered user to save and organize the results of a search for future reference from any Internet-enabled computer. 9/19/04: New York Post article speculates on possibility that Google is developing a browser to compete with Microsoft's Internet Explorer. Besides starting another browser war, this would also reduce the popularity of MSN, Internet Explorer's default search engine. No comment from Google. 9/17/04: Amazon releases A9 search engine, which uses click stream technology to record the searches you've conducted and the sites you've visited. 9/14/04: Findwhat unrolls Pay-Per-Call program. This form of advertising is particularly beneficial to advertisers without websites, or those whose product or service relies on a phone call to close the sale. Instead of paying for clicks, you pay for phone calls. The calls are tracked by assigning you a toll-free number, which redirects to your business line. Costs per call are typically higher than those per click, but they are deemed more valuable, since those who call are more likely to convert than those who click. 9/2/04: Overture announces a switch to the default use of broad matching, rather than exact matching, for pay-per-click ads. This will go into effect around 10/1/04. The original default method, Standard Match, displayed an ad in response to a search query for singular, plural, and misarranged variations of the phrase selected by the advertiser, as well as common misspellings. (For example: web designer, web designers, designer web, and web desiner.) The new default is called Advanced Matching, and replaces the Broad Match and Phrase Match options. Advanced Matching allows you to bid on one core keyword (for example, "consultant") and match every phrase containing that keyword ("interior design consultant," "search engine consultant," and "beauty consultant") to your ad. While Advanced Match practically eliminates the time you would otherwise spend identifying relevant key phrases, it will, for most advertisers, result in obscene bid prices, reduced relevance, and low conversion rates. Its saving grace is that it allows you to exclude words that would make the resulting phrases irrelevant. (Such as "beauty" and "interior design" in the previous example.)
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Web Marketing · Boston, MA · 617-879-1730 · |
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Specializing in search engine optimization,
pay-per-click & Internet marketing strategy
for cost-effective web design & e-commerce solutions, since 1999.
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© Karyn Wergland 2008 |
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