Bigmouthmedia search engine news: ppc

UK affiliate spending hotspots revealed for first time

Tue, 06 May 2008 12:00:00 GMT

Britain's first survey of affiliate spending on PPC campaigns has been published by bigmouthmedia.

Broken down to regional level, the research provides a fresh perspective on the affiliate map of the UK. Compiled using data from a comprehensive range of networks, the survey reveals that while London and the South East continue to dominate the marketplace, spending elsewhere is beginning to reach significant levels.

"It's very encouraging to see that Scottish affiliates drive 10% of the PPC spend when the 2007 Affiliate Census showed that just 6% of affiliates were based in Scotland. With so many of the affiliate networks based in the South you could be fooled into thinking that this is a London based industry but the spread throughout the UK shows that Affiliate Marketing is an industry where geography doesn't matter," said Fraser Edwards of www.affiliateblog.co.uk.

"Networks & merchants would do well to take note of the results of this survey and ensure they offer the same events and support to affiliates in the UK's regions as they do in London."

Conducted during the first quarter of 2008, the research shows that affiliate spend is fairly evenly spread across the country. While a gap exists between areas like Northern Ireland - where affiliates expend the lowest amount of money on PPC - and high-spending London, in other regions expenditure is now broadly comparable to the size of their local populations and economies.

The analysts behind the report point out that a low percentage of the overall spend does not necessarily equate to a lack of regional affiliate activity however. Instead of investing largely in PPC, many networks are now promoting their sites through search engine optimisation, email marketing or social media.

"It is notable that more than two thirds of all UK affiliate spend identified in the bigmouthmedia survey was from outside London and the South East. We see this as a reflection of the fact that whilst there is still a general London centricity in terms of the affiliate networks themselves, most of the investment and enterprise that is actually driving the process comes pretty well evenly distributed from all corners of the UK," said ClickAngel Director Ed Wilkinson.

View our complete UK affliates PPC spending survey here.

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DoubleClick Mobile integrates with AdMob, AdSense and MBrand

Thu, 01 May 2008 12:00:00 GMT

DoubleClick, the Google-owned ad platform, has revealed that its delivery system for mobile devices is integrating with a number of ad networks.

Under the terms of the arrangement, DoubleClick Mobile will merge with AdSense, AdMob and Millennial media's MBrand ad networks.

DoubleClick Mobile is part of the DoubleClick Revenue Centre, which provides media sellers with a means by which they can manage their display campaigns in tandem with emerging platforms, such as mobile advertising.

As a result of the integration, developers who use DoubleClick to manage the sale of their mobile display inventory will be able to choose between dealing directly with media buyers or taking automated feeds from the networks.

Commenting on the deal, Omar Hamoui, AdMob's founder and chief executive officer, said: "AdMob is always eager to extend our engineering investments in mobile advertising relevance and optimisation to new platforms.

"We are excited that DoubleClick's clients will now be able to join over 4,000 existing AdMob publishers in leveraging AdMob's ad liquidity and mobile specific ad serving technologies."

Meanwhile, Ari Paparo, group product manager for DoubleClick products, added that the firm believes that providing advertisers with the option to sell mobile inventory directly and indirectly will ultimately lead to "better monetisation" for publishers.

After initially announcing its intention to purchase DoubleClick in April 2007, Google officially completed the acquisition in March of this year.

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Where do searchers go after leaving Ask UK?

Mon, 28 Apr 2008 12:00:00 GMT

With the Microsoft-Yahoo-Google tangle dominating search headlines for the last two months, it's been a quiet time for Ask.

The exit of then CEO Jim Lanzone in January was followed by a change in direction from the search engine, which has aimed to concentrate on appealing to and retaining its most loyal followers.

However, recent research by comScore has revealed that Ask's new strategy might not be working as well as it hopes - at least in the UK. According to the figures, Google receives more traffic from users leaving Ask UK than eBay and Microsoft sites, its two closest rivals, combined. March's figures from comScore show that YouTube, Google Search, Blogger properties and Google Maps are highly ranked outgoing traffic sites.

ComScore's Media Metrix "outgoing traffic losses" report indicates the web properties that users browse after visiting Ask UK. The top outgoing traffic sites are dominated by search engines, social networks and portals.

1. Google Sites
2. eBay
3. Microsoft Sites
4. Ask Network
5. Yahoo! Sites
6. BBC Sites
7. Facebook
8. Bebo
9. Wikipedia Sites
10. Yellow Book Network

The combined top ten accounts for nearly 30% of Ask UK's outgoing traffic losses - and the outgoing top ten is a near mirror image of the incoming top ten.

1. Google Sites
2. Microsoft Sites
3. eBay
4. Ask Network
5. Yahoo! Sites
6. BBC Sites
7. AOL
8. Facebook
9. Virgin Media
10. Amazon Sites

ComScore's incoming and outgoing traffic rankings include traffic generated by click through activity, but also takes into account users entering new addresses in their browser bar or selecting bookmarks.

Ask's current CEO is Jim Safka, who also runs IAC's investment arm Primal Ventures. In March, bigmouthmedia reported on Ask's change of direction, through which it hopes to gain the patronage of women searching for information on entertainment and health.

At the time, Charlene Li - an analyst for Forrester Research - (perhaps prophetically) claimed: "It's a smart move. I still think Ask has great technology but it's just really hard to fight against Google."

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Nice to work with Yahoo!, Google exec says

Fri, 18 Apr 2008 12:00:00 GMT

Google chief executive Eric Schmidt has spoken positively about the search engine's collaboration with rival firm Yahoo!.

With speculation mounting concerning the detail of a possible Yahoo!-Google alliance under which Yahoo! would utilise its rival's AdSense for Search service, Mr Schmidt said it was "nice" doing business with the company.

Speaking during a conference call to analysts, he said: "It's nice to be working with Yahoo!. We like [it] very much."

However, the executive declined to answer a question concerning the chances of Google signing a long-term agreement with Yahoo!.

The two firms announced the possible deal last week in a bid to prevent Microsoft taking over Yahoo!.

Under the terms of the arrangement, Yahoo! began a limited test of Google's AdSense, which allows website owners to place Google search boxes on their pages.

When the deal was announced, Google spokesman Daniel Rubin stressed the deal was only a temporary arrangement for the time being.

He said: "This is only a limited test and does not necessarily mean that Yahoo! will join the AdSense programme."

The test is due to conclude next week.

Yahoo! has been seeking alternative partners to strengthen its position in its negotiations with Microsoft concerning the possible takeover.

The deadline for discussions has been set at April 26th, four days after Yahoo! is due to report its quarterly results.

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Yahoo!-Google deal 'gets closer'

Thu, 17 Apr 2008 12:00:00 GMT

A possible deal between search engine providers Yahoo! and Google is drawing closer, according to sources close to the matter.

Speaking to the Wall Street Journal, the insiders said that, following initial tests that yielded what were deemed to be positive results, both companies are keen to go ahead with the agreement.

Announced earlier this month, the potential alliance would see Yahoo! use Google's AdSense for Search service and is viewed by many as part of Yahoo!'s wider effort to escape Microsoft's current takeover bid.

Google spokesman Daniel Rubin revealed that the deal would see Google deliver relevant ads alongside Yahoo!'s own natural search results.

However, the overlap between the two companies could make it difficult for them to get an agreement past regulators.

Indeed, Microsoft has complained that such an alliance would consolidate over 90 per cent of search in Google's hands.

Commenting on this issue, the sources said that, in order to get around possible opposition, Yahoo! and Google are currently in the process of exploring ways in which legal problems could be addressed.

Among the potential plans being discussed is the option of limiting the partnership to specific groups of search queries or regions, they added.

Meanwhile, according to Citigroup Global Markets analyst Mark Mahaney, the agreement could see Yahoo!'s cash flow increase by over $1 billion a year because Google's system generates more revenue for each search query than Yahoo!'s.

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Yahoo!-Google deal 'could face legal opposition'

Mon, 14 Apr 2008 12:00:00 GMT

Yahoo!'s recently announced plan to form an alliance with rival search engine provider Google concerning Google's AdSense for Search service could run into legal problems, experts have warned.

Last week, Yahoo! revealed it is set to begin a test of AdSense, which would deliver relevant search ads alongside Yahoo!'s own natural search results.

The move is seen as an attempt by Yahoo! to stave off Microsoft's takeover bid and received immediate criticism from the software and internet giant.

Indeed, according to Microsoft, the deal would consolidate more than 90 per cent of search advertising in Google's hands.

Commenting on the potential deal, Aaron Edlin, a law and economics teacher the University of California in Berkeley, stated that it would draw considerable scrutiny from US and European regulators, Reuters reports.

He said: "The justice department would certainly want to take a serious look at that because it would mean that a firm that would want to take advertisements or to place advertisements [online] would have only one place to go."

Meanwhile, senator Herb Kohl, a Wisconsin Democrat and chair of a Senate antitrust panel, added: "Should there be moves to make this agreement permanent, we will examine it closely in the antitrust subcommittee to ensure that it does not harm competition."

Mr Kohl went on to express reservations about the consolidation of organisations in the internet advertising market - such as Yahoo! and Google - which used to be independent from one another.

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Yahoo! to test Google search ads

Thu, 10 Apr 2008 12:00:00 GMT

Yahoo! has announced it is set to begin a limited test of rival firm Google's AdSense for Search service.

AdSense for Search enables website owners to place Google search boxes on their pages. When a user then searches the internet or the site with the search box, Google shares the advertising revenue it makes with the site owner.

Commenting on the deal, Google spokesman Daniel Rubin said: "Yahoo! will be testing Google's AdSense for Search service, which will deliver relevant ads alongside Yahoo!'s own natural search results.

"This is only a limited test and does not necessarily mean that Yahoo! will join the AdSense programme."

Meanwhile, Yahoo! added that the test will only apply to traffic from Yahoo.com in the US and will not include the firm's extended network of affiliate publisher partners.

Initially, the test will run for up to two weeks and, according to a company statement, will be limited to no more than three per cent of Yahoo!'s search queries.

Yahoo! - which is under increasing pressure to enter into formal negotiations with Microsoft concerning a possible takeover - added that its board of directors is currently exploring "strategic alternatives to maximise stockholder value".

Meanwhile, Microsoft was quick to raise possible antitrust concerns over a Yahoo!-Google deal.

It said: "Any definitive agreement between Yahoo! and Google would consolidate over 90 per cent of the search advertising market in Google's hands."

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Yahoo! announces intention to release AMP! ad management platform

Mon, 07 Apr 2008 12:00:00 GMT

Search engine provider Yahoo! has announced it plans to release a new advertising management platform.

Intended for use by advertisers, agencies, ad networks and publishers, AMP! aims to simplify the process of buying and selling ads online.

According to a company statement, the platform will enable advertisers to "precisely yet easily" target audiences, while also allowing publishers to "better monetise their content".

"While online advertising grows more sophisticated, the process of doing business today is surprisingly cumbersome and manual," stated Hilary Schneider, executive vice president of global partner solutions at Yahoo!.

She added: "AMP! from Yahoo! will enable advertisers and publishers to connect with each other and their exact target audiences across the increasingly fragmented internet in a way that's not possible with current solutions."

Using the platform, marketers will be able to buy from an inventory including search, display, local, video and mobile ads. The information will be available on a single, integrated interface.

Yahoo! intends to roll out the service in phases, beginning with members of the Newspaper Consortium - who have already seen a preview of it - in the third quarter of this year.

It then plans to extend AMP! to other organisations throughout the rest of 2008 and into 2009.

AMP! was previously referred to by Yahoo! as Project Apex and was being reported on as early as September 2007.

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Google to introduce open keyword bidding on all terms in the UK and Ireland

Fri, 04 Apr 2008 12:00:00 GMT

Google announced today that, as of May 5 2008, it will allow open keyword bidding on all terms in the UK and Ireland, bringing these territories in line with the US and Canada.

Simply put, this means that the search giant has abolished its previous system in which a registered trademark could not be bid on by competitors. Previously, competitors could only show ads for trademarked terms by "broad matching" against other words in the search query - for example, a search for "bigmouthmedia search agency" could also show ads for competitors using the broad match keyword "search agency".

Open keyword bidding (which rolled out across the US and Canada in 2004) means that competitors can now bid on a registered trademark, although they will not be able to use trademarked terms in their anchor text or text snippets.

For many, this is unlikely to be welcome news, although some major price comparison sites could see advantages. Until now, clients in the UK and Ireland have benefited from a large amount of relatively cheap traffic from searches on their brand name. The new move is likely to mean that budgets will need to be realigned towards branded search terms as trademark holders and competitors bid for the top spots on crucial brand keywords.

How does this impact the search industry?

Google has given the search industry a month's warning about this important change. But how exactly will it affect the industry at large?

For starters, quality score calculations are threatened, as dramatically reduced click through rates for the trademark holder will increase the cost required to maintain visibility for searches for their own brand. A higher CPC (Cost Per Click) for brand terms will also be an important issue. Previously, advertisers with trademarked terms experienced low CPCs, as they were the only advertiser allowed to appear in the paid search space. But from May 5, these advertisers will be vying for top positions with their competitors on crucial brand keywords. So for larger clients at the top end of the PPC spend, Google's change of position will almost certainly cause several million pounds worth of spend month on month.

What's more, it's likely to have a substantial negative impact on search agencies with a CPA (Cost Per Acquisition) business model. Costs are likely to rise significantly and could threaten the survival of firms who are dependant on their PPC campaigns for liquidity. Nevertheless, agencies in the UK and Ireland with a large number of clients based in the US, such as bigmouthmedia, will already be well-equipped to handle this.

Additionally, the shift in policy is likely to be a dramatic game changer for affiliate marketing campaigns. Traditionally, affiliates are geared to work within tightly restrictive brand bidding controls agreed with their clients. Google's change means that companies will need to consider removing the restrictions on brand bidding so that a competitor's adverts can be displaced by affiliates.

Introducing open keyword bidding in the UK and Ireland is certain to be a huge money generator for Google and would seem to be a quick antidote to Google's flattened share value after reports of ad click growth levelling off.

Keyword bidding across the rest of Europe will remain the same, for now at least. But the shift seems a strong sign of intent to change the way keyword bidding operates. Furthermore, the instant reactions from a number of agencies have added fuel to speculation that lawsuits could be brought against Google by influential brands, and it's likely that we'll see a number of high profile cases cropping up in the coming days and weeks.

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Google planning to sell Performics

Thu, 03 Apr 2008 12:00:00 GMT

Google has revealed it intends to sell Performics, the search engine marketing division of DoubleClick.

Tom Phillips, director of DoubleClick integration, revealed that the decision had been taken because Performics represented a conflict of interest for the search engine provider.

In a company blog, he wrote: "It's clear to us that we do not want to be in the search engine marketing business. Maintaining objectivity in both search and advertising is paramount to Google's mission and core to the trust we ask from our users.

"For this reason, we plan to sell the Performics search marketing business to a third party."

He added that, while Google has not yet identified a buyer, it has received interest from a number of its current partners.

As a result of its sale of Performics, Google is set to cut around 300 jobs, a source close to the firm revealed.

According to the New York Times, the move represents the "first sizeable" layoff in the search engine provider's history and will see DoubleClick's US workforce of 1,200 reduced in size by around a quarter.

Although Google declined to comment on the redundancies, it did state: "As with many mergers, this review has resulted in a reduction in headcount at the acquired company."

Some of the staff losing their jobs are being offered transitional roles, which are expected to end after the two companies are fully integrated.

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