Twitter will today officially announce the launch of a business model. After years of speculation, and skepticism, Twitter has decided to try its hand at the keyword-based advertising business model that built Google into a billion-dollar powerhouse.
According to the New York Times, Twitter's new ad offering, dubbed Promoted Tweets, will display ads that "show up when Twitter users search for keywords that the advertisers have
bought to link to their ads".
When it comes to online advertising and tracking conversions, the first click is often just as important as the last click. And sometimes, it's not even about clicks per se. But unfortunately many advertisers only track the last click.
Google is hoping to change that for AdWords advertisers with a new feature it introduced earlier this week called Search Funnels.
Google might as well have been called Simple. Back when Google was a new entrant in the search engine market and larger competitors were cluttering up their homepages with as much content as could be aggregated on a single page, Google took a different approach and offered internet users an alternative: a clean, if not sparse, homepage that focused on one thing -- search.
Relatively-speaking, that homepage hasn't changed much in the past decade. But what has changed: Google's SERPs.
Malicious ads are on the rise and just as AdWords is an appealing platform for legitimate advertisers looking for a massive audience, Google's self-serve ad service is a juicy target for scammers looking for the same.
From ads that hawk scammy get-rich-quick products to ads that lead users to web pages infested with malware, malicious ads pose a significant threat to Google. After all, if users come to fear where Google's results (paid or unpaid) might lead them, Google risks losing one of its most valuable assets: the trust and confidence of its users.
Google changed its policy on trade marked key words in the U.S. this May, and while it's still too early to fully monitor the implications of those changes on brand marketers, the holidays may become a proving ground for the switch, if the price for search ads goes up as much as some marketers are fearing.
Brand searches go up during the holiday season and Google's self-policing new policy means that key word violators will have more opportunity to buy branded key words and disparage, criticize or otherwise overtake brand searches from trademark owners.
According to ClickZ:
"The holiday season will be a real proving ground, to see how quickly
Google responds to issues," Jeremy Hull, account leader at Range Online
Media, told ClickZ. "Do they have an adequate team in place, with
policies and procedures that are scalable for the holidays?"
In late August, we reported on a lawsuit filed against Google by LendingTree alleging that Google was planning to offer an online lead gen service related to mortgages using technology offered by a LendingTree vendor that was contractually forbidden from working with LendingTree's competitors.
While the status of that lawsuit is unknown, it is now official: Google has entered the lead gen business.
In May 2008, Google began permitting advertisers in the UK and Ireland to bid on trademark keywords through AdWords. Needless to say, this concerned and upset many brand marketers at the time.
Yet there appeared to be little that could be done. Google's policy change was predicated on the notion that legal questions over the use of trademark keywords in the UK had been settled.
More than two years after first unleashing the video plus box on search listings, Google has started to push the video unit into Adwords.
The video plus unit was first introduced to organic search results in early-2007, as part of its universal search results.
Now, entertainment companies including Miramax, Discovery and EA have recently been offered to use the video player to bolster their plain text Adwords ads.
Web surfers may be more likely to click on search results ranked higher on a web page, but purchase decisions are not so reliant on search positioning, according to Google.
In a post on Inside AdWords today, Google revealed that the position of key words doesn't affect conversion rates very much at all. If your company is spending time or money trying to get to the top of a page's search results. Don't bother.
You may have noticed it: those trusty AdWords ads that appear to the right of your search results seem a little bit closer to them than they did before.
It's not an optical illusion. Others are seeing it too. I first saw myself the other day when I did a search and had to do a double-take.