Archive for the ‘PPC’ Category

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Keyword Market Analysis


2010
03.03

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Posted in Internet Marketing Services, PPC, SEO, SEO Tips | Comments Off

keyword researchWhat is a Keyword Market?
In short, a Keyword Market is the total number of unique searches on the Internet that are relevant to your website. A Keyword Market is defined by the top-level or root keyword that is generally most relevant to your business. If you own a shoe store, “shoes” might be the top-level keyword for your market. “Shoes” of course is very general since there are many kinds of shoes for men and women. Top-level keywords may contain thousands of vertical keyword markets. Initial analysis on “shoes” will produce hundreds of verticals (running shoes, nike shoes, bridal shoes, golf shoes, etc.)

Understanding Your Keyword Market
Selecting the right keywords and phrases is critical to the success of any search engine marketing campaign. A thorough analysis of your keyword market(s) will ensure proper keyword selection.

Analysis involves the following:

Comprehensive Vertical and Lateral Keyword Analysis
Vertical and lateral keyword analysis refers to the discovery process you can go through to determine which Keyword Markets are relevant to your website. A vertical analysis looks at all forms of the word (singular, plural) and all the popular variations that are used in combination as a keyword phrase. A lateral analysis queries hundreds of other websites that deal with similar markets and extracts those keywords from the title tags, META tags and body text. The most frequent keywords end up at the top. Example is the best way to explain vertical and lateral Keyword Analysis

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Google releases its next-generation ad serving platform for publishers


2010
02.25

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Posted in Affiliate Marketing, Google, Marketing, PPC, SEO | Comments Off


Google releases its next-generation ad serving platform for publishers

Key points

* Google announces upgraded ad serving platform, DoubleClick for Publishers (DFP)
* Part of a full suite of products to help publishers maximize online advertising revenues
* New DoubleClick logo unveiled

Today, as part of its efforts to help online publishers maximize advertising revenues from their website content, Google announced its upgraded ad serving platform for publishers – DoubleClick for Publishers (DFP).

DFP is a single platform that upgrades and will replace Google’s existing ad serving products: DoubleClick’s DART for Publishers and Google Ad Manager. The upgraded DFP combines Google’s technology and infrastructure with DoubleClick’s display advertising and ad serving experience.

For larger online publishers, managing, delivering and measuring the performance of ads can be a hugely complicated process. Major online publishers (including social networks, entertainment sites, portals and news sites) use ad serving to manage the complex process of how and when the ads they have sold appear on their websites.

Neal Mohan, Vice President of Product Management at Google, said: “Google wants to help online publishers make the most money possible from their content. The upgraded DFP is part of our suite of products that are designed to help online publishers maximize their advertising revenues. Ad serving is the machinery that powers the online advertising world, so improving that technology can put a lot of money in publishers’ pockets. This upgraded platform is another major milestone in our continuing investment in the display advertising ecosystem.”

The upgraded DFP is part of Google’s suite of products – also including AdSense and the DoubleClick Ad Exchange – to help online publishers maximize their advertising revenues across all their ad space, whatever their size and however they choose to sell their ad space.

It includes a wide variety of key features that will help enable publishers to get the most value out of their online content:

* A new interface that has been completely redesigned to save time and reduce errors.
* Far more detailed reporting and forecasting data to help publishers understand where their revenue is coming from and what ads are most valuable.
* Sophisticated algorithms that automatically improve ad performance and delivery.
* A new, open, public API which enables publishers to build and integrate their own apps with DFP, or integrate apps created for DFP by a growing third-party developer community (apps under development today include sales, order management and workflow tools).
* Integration with the new DoubleClick Ad Exchange’s “dynamic allocation” feature, which maximizes revenue by enabling publishers to open up their ad space to bids from multiple ad networks. Dynamic allocation is described in this document.

DFP comes in two flavors, tailored for different publishers’ needs:

* DFP – for larger online publishers, to which current DART for Publishers customers will be upgraded over the next year.
* DFP Small Business – a simple, free version designed for growing online publishers, to which we will be upgrading Google Ad Manager customers.

To reflect Google’s continued investment in DoubleClick’s products and the central role of DoubleClick’s technology products within Google’s display advertising business, Google is also today unveiling some changes to the DoubleClick logos – including typset changes, incorporating a new “by Google” theme, and retiring the “DART” brand.

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Google Renovates Ad Platform


2010
02.23

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Posted in Affiliate Marketing, Google, PPC, SEO | Comments Off



The company’s DoubleClick advertising technology, originally a tool for large publishers, is now also available for small publishers.

Google on Monday introduced DoubleClick for Publishers (DFP), a revamped version of its ad serving technology for large publishing companies.
Google also said that a streamlined version of its ad delivery platform, called DFP Small Business, is available for smaller publishers and will replace its previous small business offering, Google Ad Manager.

In effect, Google has completed integrating the technology it acquired through its $3.1 billion purchase of DoubleClick, a deal announced in 2007 and completed in 2008 that gave Google a foothold in the online display ad business.
“DFP comes in two flavors, tailored for different publishers’ needs: DoubleClick for Publishers, for the largest online publishers, and DFP Small Business, a simple, free version designed for growing online publishers,” said Google VP of product management Neal Mohan in a blog post. “We’ll be upgrading current DART for Publishers publishers to DoubleClick for Publishers over the next year as we continue to add features and modules, and we’ll be moving Google Ad Manager customers to DFP Small Business in the coming weeks.”
Google also has a third ad serving product, AdSense, which provides automated ad serving for publishers and Web site owners who don’t want to take an active role in ad management on their Web sites.

DFP arrives with a redesigned user interface, more detailed reporting capabilities, algorithms designed to improve ad delivery and performance, a new public API for third-party developers, and integration with DoubleClick’s Ad Exchange. Ad Exchange is a real-time display ad space auction, which allows DFP users to receive bids for unsold ad space from multiple ad networks.

“If you had any question that dynamically-served advertising — along the lines of what the industry has grown up with in search — is the future of all advertising, then wonder no longer,” said Mark Simon, VP of industry relations at Didit, an online marketing company, in an e-mail. “Google has understood that for years; and it’s wise of Google to keep at the lead of that trend, as all marketing channels become more sophisticated and intertwined.”

Simon says that Microsoft is in an excellent position in the display ad space, thanks to its 2007 purchase of AdECN. If Microsoft responds, he says, it may be through deepening its alliance with Yahoo, which remains strong in the display ad arena. The two companies, through they have partnered in search advertising, remain competitors in display advertising, he says.

“The possible synergies there could create ‘MicroHoo’ competition to Google on the display ad front, in the same way it’s creating competition to Google on the search front,” Simon said.

Simon argues that the movement toward dynamic, automated media buying may eliminate traditional media buying models before too long, a trend likely to make ad management and analytics tools and expertise even more valuable.

PPC News

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Google drops Gmail address in UK


2010
02.09

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Posted in Google, Social Media, Tech News | Comments Off

Gmail, the free e-mail service run by internet search giant Google, will change its name for new UK users.

Following a trademark dispute the mail account will be renamed Google Mail.

London-based Independent International Investment Research says it started using the Gmail name for a web-mail application two years before Google.

Current UK users of Google’s service will be unaffected, but a separate trademark dispute forced Google to drop the Gmail name in Germany in May.

Talks between both companies broke down several months ago, after they failed to agree a financial settlement.

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Google takes on Facebook and Twitter


2010
02.09

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Posted in Google, Social Media, Tech News | Comments Off

Google takes on Facebook and Twitter with network site

Google has taken the wraps off its latest social network known as Buzz.

The service – integrated directly with its e-mail service Gmail – allows users to post status updates, share content and read and comment on friends posts.

The site pitches Google directly against rival networks such as Facebook, which has amassed nearly 400 million users since its launch in 2004.

Buzz will try to capitalise on the number of regular Gmail users, which is currently around 170 million people.

Tthe launch appeared to be a “major land grab by Google for the social networking space”.

“They’ve launched Buzz with plenty of interesting new features, particularly for mobile users, but the real question is whether there’s enough to entice social networkers away from sites like Facebook and Twitter,”  a source said

Rival Yahoo already offers a service that allows people to see updates from sites such as Twitter and Flickr from inside their Yahoo Mail page.

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Google Maps Used to Track Down Street View Car


2010
02.08

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Posted in Google, SEO, Tech News | Comments Off

Do you hate the Google Street View car for its supposed invasion of your privacy? Looks like this is what drove members of the group Free Art & Technology (FAT) when they’ve attached a GPS device to the Street View car containing Google’s camera used for photographing streets in Berlin.

So, now with the use of Google Maps, the group were able to track down the whereabouts of the Google Street View car in real-time. And what better way of pulling a prank to the controversial Google car than to pull down their pants and play various gestures as the passes by a pre-determined location?  So, whose more evil now?

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Google Keyword Tool


2010
01.29

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Posted in Google, PPC | Comments Off

I’ve got two topics to cover today – Google’s keyword tool and Google’s personalized results. Let’s start with their keyword tool …

Google’s Keyword Tool (and my problems with it)

Today I’m not going to focus on the common question, “Is the data accurate?” It’s a good question but one which is likely, “Yes if you know how to read it.” It includes the search network so i you read it as “number of searches on Google.com” you’re wrong but if you read it as “accessing Google’s search results” you’re right. Nonetheless, that isn’t what I’m going to cover today – my issue today is what they’re displaying and what they’re not.

When one uses Google’s keyword tool one expects that the resulting data shouldn’t be tainted by Google’s personal bias towards products and/or services. But alas – it appears that either the results are biased or people’s search patterns are very different than what I would expect them to be and given that I’ve been working as an SEO for ten years – it’s doubtful that the search patterns are THAT different. Here’s an example of what I’m referring to so you can run your searches on this tool understanding that you might not see an accurate view of the world around you.

Top 20 results reported for “iphone developer” (I’ve trimmed some of the columns to make it fit this page):

Keywords related to term(s) entered
Keywords – Monthly
iphone developer – 74,000

Additional keywords to consider
Keywords – Monthly
developer – 3,350,000
resume developer – 40,500
programmer developer – 33,100
j2ee developer – 14,800
cv developer – 14,800
resumes developer – 4,400
technical developer – 4,400
developer engineer – 3,600
consultant developer – 2,900
unix developer – 2,400
developer experience – 1,600
ipone developer – 73
aple developer – 46
aplle developer – 36

Really? One of their top phrases is iphone developer and the are no additional searches at all that include the keywords iphone and developer? Oh wait – if I search “iphone app developer” it shows 3,600 estimated monthly searches so why didn’t it appear in the above search?

Now let’s look at the results for “android developer”. In this case we don’t even have to look at the “Additional keywords to consider” – there are plenty of results. They are:

android developer – 12,100
android development – 12,100
android developers – 3,600
android application development – 2,400
android developer challenge – 2,400
guide to android development – 1,900
android developer phone – 1,600
the busy coder’s guide to android development – 1,600
professional android application development – 1,300
google android development – 480
android developer g1 – 390
android development phone – 390
android software development – 390
android game development – 320
android development download – 260
development for android – 260
android developer challenge ii – 210
android developer forum – 210
android developer forum – 210
android mobile development – 210

And the list goes on from there. Wow – the android sure is popular compared to the iPhone. ;)

Another “curiosity” here is that the numbers noted above are broad match. If we go to Exact for “iphone developer” the number drops from 74,000 to 14,800. So there definitely are other searches in there – they’re just not being displayed. Hmmmmmmm.

I’ll leave the reasoning there for others to work out.

Now onto Personalization …

As many of you have noticed, Google is tracking you with cookies and providing personalized results – even when you’re not logged in. I’ve got to commend Google on this one. From a user standpoint it’s another slam dunk in that they’re providing a better search experience however from and SEO’s standpoint – it’s a nightmare as we’re always searching and augmenting our results and so we often don’t see what other do. To avoid this you can block cookies from Google but you’ll have issues with Google services such as Blogger and every their keywords tool.

I got an interesting email from the developers of a Firefox extension called Google Camo that stops personalized results but seems to allow other cookies so Google’s various services work. I’m using it right now and the machine is working great so thanks to the developers.

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