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Issue #075: Ad Conversion

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                    SearchReturn Discussion List
             "Understanding Internet Search Technology"
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Moderator:                                          Published by:
Disa Johnson                                       SearchReturn
               http://www.searchreturn.com
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July 06, 2006                             SearchReturn Issue #075
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                   .....IN THIS DIGEST.....

// -- FEATURED POST -- //
            "Ad Conversion Metrics"
                        ~ Chris Nielsen

// -- ESSENTIAL NEWS -- //
            "Spam Arms Race"
            "Google Considering Antitrust"
            "Google Loses French Trademark Case"
            "Click Fraud Report"

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// -- FEATURED POST -- //

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==> Ad Conversion Metrics

"A tabulated interface at the AdGroup level provides users with
access to the Summary, Keywords and AdVariations screens which
have all mostly been redesigned."

From: Chris Nielsen 

I just wanted to comment that while Google has added the tabbed
interface, the most important aspect is the fact that the
conversion information is now right there with the ads.
Previously you would have to run a report the get ad conversion
numbers, while that has always been part of the keywords
information.

I had been asking to have this for over a year and it is so great
to finally have that.

Thanks,
Chris Nielsen
www.DomainIncubation.com

Moderator Comment: There is no doubt this is important and
excellent catch by Chris. Google has long favored ads with higher
CTR and more recently ad quality score. This has driven
advertisers, (and especially agencies), to write copy for CTR
and that can be off-target for conversion. Pre-qualifying clicks
for conversion was more an afterthought under those
circumstances, even though conversions are ultimately the most
important aspect to search advertising.

 

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// -- ESSENTIAL NEWS -- //

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==> Spam Arms Race

http://news.bbc.co.uk/2/hi/technology/5140066.stm

Essentials: The BBC has taken on explaining search engine spam in
a new article which includes comments by a Google engineer. There
isn't anything new, except the fact that the problem is beginning
to advance in the consciousness of more people than just us in
the search marketing industry.

 

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==> Google Considering Anti Trust

http://www.searchreturn.com/digest/refs075.shtml

Essentials: Vint Cerf of Google recently hinted that if a reform
bill for telecommunications passes which neglects to include Net
Neutrality, and ISPs abuse their newfound powers, then Google for
one will seek anti-trust complaints against them. This recourse
is not ideal for Google, or any other company that stands to be
seriously harmed if Net Neutrality is no longer law. A slow and
fast lane Internet could cause a portion of links, including
sponsored listings, to act slow or become totally disabled if
ISPs are legally able to create a tiered Internet based on
harming access to competitors and preferential treatment to
partners that pay.

 

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==> Click Fraud Report

http://blog.searchenginewatch.com/blog/060705-130756

Essentials: A report recently published heats up the Click Fraud
issue once again, becoming a painful reminder that the problem is
simultaneously salacious and serious. Emotions run high, and some
advertisers opt to go without search advertising rather than
suffer Click Fraud. With advertisers whose margins are small,
this may seem rational but with others it is an extreme reaction.
Click Fraud is to search advertisers what the TiVo effect is to
television advertisers. The networks are afraid it will ruin the
medium, and advertisers are worried and pull their wallets. In
reality, it must be calculated into the cost of doing business.

 
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Copyright 2006 Disa Johnson. All Rights Reserved.
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