----------------------------------------------------------------- SearchReturn Discussion List "Understanding Internet Search Technology" ----------------------------------------------------------------- Moderator: Published by: Detlef Johnson SearchReturn http://www.searchreturn.com ----------------------------------------------------------------- July 06, 2006 SearchReturn Issue #075 ----------------------------------------------------------------- SEND POSTS: ----------------------------------------------------------------- Refer a friend: http://www.searchreturn.com/subscribe.shtml ----------------------------------------------------------------- .....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" ----------------------------------------------------------------- // -- FEATURED POST -- // ----------------------------------------------------------------- ==> 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. ----------------------------------------------------------------- // -- ESSENTIAL NEWS -- // ----------------------------------------------------------------- ==> 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. ----------------------------------------------------------------- ==> 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. ----------------------------------------------------------------- ==> 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. ----------------------------------------------------------------- Stay Tuned. Got feedback?: http://www.searchreturn.com/feedback.shtml Archives: http://www.searchreturn.com/digest-archive.shtml Alternate formats: http://www.searchreturn.com/info-formats.shtml Manage Subscriptions: http://www.searchreturn.com/help/manage-subs.shtml Problems unsubscribing? Contact the postmaster: mailto:postmaster@searchreturn.com Information on how to sponsor this publication: http://www.searchreturn.com/help/advertise.shtml Published by SearchReturn http://www.searchreturn.com Website Membership: http://www.searchreturn.com/register.shtml The contents of the digest do not necessarily reflect the opinions of SearchReturn or Detlef Johnson. SearchReturn and Detlef Johnson make no warranties, either expressed or implied, about the truth or accuracy of the contents of the SearchReturn Digest. Copyright 2006 Detlef Johnson. 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