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Posts in Search Marketing

Study sheds light on complex Search conversion paths

Research by 360i and SearchIgnite will make interesting reading for search marketers who want to build their understanding of how consumers are interacting with organic and paid search listings before converting.

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Search engines to form anti-click fraud alliance

Search engines including Google, Yahoo and MSN have teamed up with The US’ Interactive Advertising Bureau (IAB) to develop ways of better measuring click fraud, according to the Associated Press .

Set to be announced later today, the initiative will attempt to develop guidelines that would introduce more accountability into PPC advertising.

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Yahoo! Launches New Search Crawler (Slurp!)

Yahoo! recently announced the launch of a new faster, more efficient web crawler. The new crawler ( Yahoo! Slurp as it's known), is designed to navigate through the Web quicker than its predecessor and in the process uses 25% less bandwidth.

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Eureka! Google optimises its PPC Adwords quality algorithm

Will Google’s decision to introduce an algorithmic element into its Adwords ‘Quality Score’ spell the end for sponsored keyword arbitrage and add further pressure to affiliates to clean-up their act?


Search marketers in Travel and Auto need to look at bigger picture

The results of two pieces of research based on comScore data show how important it is for marketers to build their knowledge of the role played by online research - and Search - in the buying process.


Google launches Adwords click fraud tool

Google has responded to calls for greater transparency on click fraud by introducing a new tool for Adwords users that displays "invalid clicks".

Google business product manager Shuman Ghosemajumder explains: "The metrics of 'invalid clicks' and 'invalid clicks rate' will show virtually all the invalid clicks affecting an account."

This should provide advertisers with an overview of how Google is dealing with clicks already identified as possibly fraudulent, aka 'invalid', though for many marketers this might not be enough.


Display ads lift Search conversion rates, says research

Research by the Atlas Institute shows that the conversion rate from Search advertising is 22% better when used in conjunction with Display advertising.

The study demonstrates that there is a quantifiable "synergy" between these two channels and will hopefully encourage advertisers to take a more integrated approach to their online marketing.

The research is welcome because there are still companies out there who are shifting their budgets from display advertising into Search without a full understanding of how this might affect their conversion success or long term prospects.


Click fraud on the rise, according to Click Forensics study

Click fraud remains a growing problem for search engines and online advertisers, according to a study by US-based consultancy Click Forensics.

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Diggnation – Digg relaunches and widens potential appeal

If you’re a user of Digg, you should know that it recently redesigned and relaunched its website. This in itself is not that interesting since we always knew that was coming soon – however, what is interesting is that new categories have been added which make the site more useful to a wider audience.


Will inventory shortage threaten online ad boom?

The online advertising market seems to be on an inexorable path of steep growth.

No less an advertising authority than Sir Martin Sorrell, CEO of the advertising behemoth WPP, was yesterday reported as saying that he expects online advertising to double in a few years. 

"About 15% of our business is internet, and this will be 30% in 10 years," he told the New York Sun.


PPC hyperinflation reported on Google Adwords

Wow, Google’s Quality Score is really starting to bite hard on some PPC budgets. I’ve just taken a call from Auctioning4U, a UK-based firm that helps people sell goods on eBay, and they are reporting that average click costs have risen by almost 2,000% in just one week.

Trevor Ginn, Head of Consulting at Auctioning4U, told me that one keyphrase has jumped in price from 12p to £2.75 in the last week.

In another example, the price went up from his default of 30p (which paid for an average Adwords position of 1.3) to £5.50. “Feel my pain,” he says, not without reason.

Naturally, Trevor is wounded and reeling, and puzzled as to what he’s done wrong. He’s not really done anything wrong. It is simply a case of Google shifting the goalposts.

Yup, this PPC hyperinflation is linked to Google’s newly-enhanced focus on ad quality. It could be a case of too much, too soon.


Rand's lovely new Page Strength Tool

Rand Fishkin’s SEOmoz.org is a great website for anybody interested in SEO as it contains search marketing news, research and analysis. It also hosts a number of tools that can help marketers, including a new ‘Page Strength’ tool.