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There was a lively discussion at a E-consultancy's recent roundtable about paid search marketing, with much of the talk predictably focusing on new services and policies from Google.
One particularly hot topic was the potential impact of Google Suggest on searchers’ behaviour from a marketer's perspective - something we've discussed before.
Those around the table reckoned it was likely to diminish the opportunity to target misspelled keywords in searches, but could attract more traffic to sites with generic brands as their URLs.
But the tool's potential impact on the long tail of keywords was less clear - will it prompt some users to choose shorter but better-worded searches from its suggestions, while others end up selecting longer and more detailed ones?
It will be interesting to see how big an impact Google Suggest has on PPC and SEO in the long run, especially in light of apparent increases in navigational search and other new launches such as Google's Chrome browser.
Meanwhile, we have just started work on our first PPC Bid Management Technologies Buyer’s Guide, which will nicely complement our Search Engine Marketing Buyer’s Guide (which is more focused on the search agency picture).
As such, we have asked the following companies / technologies to submit profiles... do let us know if you think anyone is missing (PS - proprietary bid management technology is a key requirement): Advertising.com (AdLearn), Atlas Search, td Searchware 4, ChannelAdvisor, Coremetrics, dc storm, Dart Search, Efficient Frontier, Kenshoo, Greelight (AdApt), MakeMeTop, Omniture SearchCenter, SearchForce and WebTrends.
Paid Search Roundtable Briefing 2008