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Blog

Google Base replaces Froogle for product feeds

Retailers are being asked to submit products directly into Google Base, rather than using the now-defunct Froogle Merchant Center.

The move reflects Google's attempts to make Base a central depository of third party information, something that was reinforced by CEO Eric Schmidt in a conference call yesterday.

1 comment

Does keyword deflation add up to click fraud?

Pay-per-click keyword prices have been falling in many sectors for the past year or so, according to the agencies and client-side marketers whom we regularly speak with in the UK, and as evidenced by the great US-focused research published by Fathom. 

In 2005, my gut reaction to falling keyword prices was that it was merely a correction. After all, growth in spending on paid-search surged massively between 2004 and 2005, driven by much competition and new entrants to the PPC scene.  

New advertisers – and some existing ones - may have over-egged the cake to secure a number one listing, before revising keyword bids downwards once the resulting sales didn’t provide enough (or any) return on investment. Paid-search is seen as one of the lowest hanging fruits for those new to online marketing, and PPC virgins may simply have been a bit too gung-ho to begin with.  

But maybe keyword deflation suggests something more sinister, something that isn’t purely about new entrants bidding too much to attract visitors. Falling ROI may indicate a rising number of fraudulent clicks.

Is click fraud is in fact a bigger issue than the paid-search networks are prepared to let on? And is keyword deflation the smoking gun?

2 comments