WSJ: Advertisers Doing More And Less With Search

Oct 22, 2009 at 6:07pm ET by Greg Sterling

In case you didn't see it there was an article in the Wall Street Journal this morning that seeks to capture a kind of shift or broadening of advertisers' attitudes toward search marketing. Formerly search was something of an island and not well integrated into wider marketing campaigns. Many search + display studies and several years later it appears that marketers have developed a somewhat more nuanced view of search in the context of broader consumer behavior. Here are some bits from the article: Sprint is buying the top ads tied to phrases consumers tend to search for when they are clo [...]

Filed in: Google: AdWords, Google: DoubleClick, Search Ads: General, Search Marketing: Branding, Search Marketing: General

5 Social Media Lessons For Paid Search Landing Pages

Oct 22, 2009 at 3:25pm ET by Scott Brinker

Can you apply the spirit of social media to other marketing channels? At this year's SMX East, after my presentation on Landing Page Usefulness—emphasizing a "usefulness" mission over "usability" tactics—it struck me: great landing pages can bring many of the ideals of social media to paid search marketing campaigns. Here are five principles of social media marketing that can energize your landing page program: 1. Engage in specific conversations, not generic one-size-fits-all talk. When a company engages in social media, the worst thing it can do is echo canned, cut-an [...]

Filed in: How To: PPC, How To: SEM, Search Ads: General

Harvard’s Edelman Proposes A Bill Of Rights For Online Advertisers

Sep 21, 2009 at 3:15am ET by Matt McGee

It's time for an online advertisers bill of rights. So says Harvard assistant professor Ben Edelman, who has spent years researching Internet advertising and compares the current landscape to a "wild west." Edelman recognizes the "staggering" opportunity that online advertising provides, but says the current system has problems that "threaten to destabilize online advertising—wasting advertisers' budgets, slowing transition to online formats, and reducing payments to online publishers." In his just-published proposal, Edelman outlines five-point bill of rights for anyone advertising onlin [...]

Filed in: Google: AdWords, Microsoft: adCenter, Search Ads: General, Yahoo: Search Ads

Giving Credit To Keywords Where Credit Is Due Follow-Up

Sep 3, 2009 at 4:33pm ET by Adam Goldberg

In an earlier post on Search Engine Land called Giving Credit to Keywords Where Credit is due, I mentioned we'd be following up on this topic with some future analysis. The analysis we've done is in the form of a case study, below. Most companies have difficulty justifying the purchase of general top-of-the-funnel keywords such as "slippers" because typically, these types of terms don't seem to convert-at least when measured using the last click method.  Add this to the fact that general terms are usually more expensive than branded terms like "LL Bean" or "Victoria's Secret" and you'll se [...]

Filed in: Features: Analysis, Search Ads: General

Micro-Hoo: The Details Emerge With SEC Filing

Aug 5, 2009 at 12:01pm ET by Greg Sterling

First to pounce on the SEC 8-K filing by Yahoo was PaidContent, which provides an extensive bulleted list of many of the deal terms not revealed last week during the frenzy of conference calls and articles that followed the official announcement of the Microsoft-Yahoo search deal. CNET also writes about selected aspects of the deal contained in the filing, specifically an "escape clause" (termination) for Yahoo (see below). And the AP has a short piece on how the deal terms require Microsoft to hire at least 400 Yahoo employees. Here are some verbatim excerpts from the SEC filing: Negotiat [...]

Filed in: Business Issues: Acquisitions & Investments, Features: Analysis, Google: Business Issues, Microsoft & Yahoo Search Deal, Microsoft: Business Issues, Microsoft: Employees, Microsoft: General, Microsoft: adCenter, Search Ads: Contextual, Search Ads: General, Search Ads: Mobile Search, Top News

Become a Premium Member and see all articles in our Search Ads: General archives!

Premium Members get unrestricted access to all archives - and more! Premium membership details below...

Become A Search Engine Land Premium Member

Gain insider access to the industry's leading online publication, covering the latest search engine news, in-depth features and analysis of products, technologies and search trends.

Subscribe as a premium member today and you'll get:

  • Unlimited access to news & How To articles.
  • Exclusive videos & webinars with search experts.
  • Expanded community profile & posting privileges.
  • Discounts to SMX Conferences & Events.
  • 30 Day money back guarantee.

Learn More

FREE DAILY SEARCH NEWS RECAP!

Stay on top of all the search news with our daily summary, the SearchCap newsletter. View a sample ›

STAY CURRENT THROUGHOUT THE DAY

RSS Feeds

The Search Engine Land feed keeps you informed as news happens. SEE ALL FEEDS »

Upcoming Search Engine Land Conferences

Advertise With Us »

Search Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.


SMX Web Site » | SMX Difference » | SMX News »


Join us at an upcoming SMX event:

Search Marketing Now Learn more about search marketing with our free online webcasts and webinars from our sister site, Search Marketing Now. Upcoming online events include:


See more webcast topics »

TRACK US SOCIALLY
En Espanol|Contact|Members Info|RSS Feeds|Email Subscriptions|Privacy|Advertise
Add to GoogleAdd to My Yahoo!Add to BloglinesAdd to NetvibesAdd to Windows Live