The Internet Advertising Bureau (IAB) Search Council has just released its newest handbook: the IAB Search Best Practice Resource. This online best practice resource has been lauded by the IAB as a "comprehensive desktop tool" for advertisers and is available to download from the IAB website. It aims to impart the latest in Search Marketing techniques, with details on advanced SEM tools. The guide includes sections on demographic and behavioural targeting, 24-7 PPC management, copywriting for search and multi channel search, among many other topics that SEMs are sure to find useful.
The IAB Search Best Practice resource also incorporates some invaluable facts and figures for search engine marketers. For instance, according to the IAB, there were 1.4 billion search queries carried out in the UK in July 2007 alone. What's more, the IAB also reveals that between July 2006 and June 2007, paid for search generated £1.4 billion in the UK alone, accounting for 57.1% of total online advertising spend.
Contributors to the IAB resource include Google, Yahoo!, MSN and a range of global search engine marketing firms, including bigmouthmedia. And anyone hoping for some personal comment from search engine bigwigs won't be disappointed. The IAB guide is introduced by Mel Carson, Microsoft adCenter Community Manager, while the conclusion is penned by Google's Brian Clifton, who is Head of Web Analytics EMEA at the company.
Talking about the new Search Council guide, Guy Phillipson, IAB CEO, commented:
"The new initiative is the welcome product of cross-industry collaboration. Various associations and organisations are working together in the IAB Search Council to create a robust collection of information that will work for all organisations involved in search marketing, at every point of the process."
Bigmouthmedia Head of Search Andrew Girdwood, who contributed the chapter on 'Additional Techniques' in the handbook, added:
"The IAB is an extremely useful authority in search as it draws expertise from many different agencies, clients and even the search engines themselves."
The growing number of search marketing companies across the globe is rivalled only by the burgeoning number of new search engines cropping up on the web each day. As a result, the IAB's Search Best Practice Resource provides an effective central tool for search marketers and search engine optimisers to refer to in the expanding sphere of competing SEM ideologies.
