• http://MatchTo.com Steve Morsa

    As Don Dodge explains in his excellent post this morning, if you want to beat Google, you’ve got to C.H.A.N.G.E. T.H.E. G.A.M.E.

    So let’s do just that:

    As promising as their natural language platform sounds; and it does; the greatest threat to Google’s growing hegemony in the search/paid search arenas…given that about 1/2 of all searches are known to be for products and services…may actually spring from patent pending (#11/250,908) paid match, which will target people’s actual demographic and psychographic traits and characteristics (keytraits) instead of just the words we all type into little search boxes.

    Though paid match is not yet an operating system, our own US Dept of Labor does run a very popular service (over 500,000 users/month) which provides an enlightening and instructive peak at the potential that such a paid match search/ad platform possesses.

    Called GovBenefits (available at govbenefits.gov), it utilizes a personal profile and a match engine to determine what government benefit programs people qualify for.

    Were such a system populated with the 100’s of thousands to millions of products and services companies provide nation/worldwide instead of just the 400-odd government programs it includes now, one can only imagine what its public popularity would be…

    …and with the world’s advertisers having the ability to pinpoint target and control; via bidding directly on those keytraits most relevant and applicable to their products and services, exactly who sees their ads (goodbye click fraud); one can also only imagine the deleterious effects that such an elegant and superior system/platform would have on a 95% PPC income dependent company like Google…