If you are running any search campaigns in the USA or Canada you should be aware that this week that Bing is starting to take over the natural search on “Yahoo search” results.
Once this has taken place, in their own words
“Bing will power 5.2 billion monthly searches, which is 31.6 percent of the search market share in the United States and 8.6 percent share in Canada”.
If you are running US or Canadian Paid Search on Yahoo they also inform us that there is a transition tool available to help you migrate your account over to the Bing interface. You will be invited over the next few weeks if you are an existing advertiser.
If you wish to have a sneak preview of their beta tool, you can see it here –>The Microsoft transition tool
Google adwords on Trademark policy changes again
The big G announced on the 4th of August 2010 via a press conference and their blog
Last year in the US, advertisers were allowed to use trademarks in their adverts even though they were not the trademark owner. This helped resellers, wholesalers, value add products and competitors. This is now being standardised globally.
So, as of September 14th 2010, in Canada, UK and Ireland advertisers will be able to do this too. Now, this is helpful if you are selling a case for a iPad etc.
The fact that is appended to this announcement is that at the same time, they will be able to use trademarks as keywords. For more specifics, they have some more information on the Google Adwords blog.
What are the likely impacts?
- If you are a big brand with affiliates, resellers etc, your cost per click may rise, with increased levels of keyword competition
- If there are alternative better ads, your click through rate may suffer
- If you were not buying your brand and relying on SEO, then you may need to consider a change to your plan
How could you control this?
- If it is your resellers or affiliates, check your terms and conditions of business as you may have that clause in a real contract
- Ensure your set-up is really efficient, your CTR is high, quality score is high etc to leverage your history and position
If I was cynical, then I would suggest Google are just wanting more money. Or, its just freeing up, free-markets!
Following on from my rant about never having to leave Google. Where I commented on on the recent changes in PPC where you can Compare products such as Loans. Now you can see prices and pictures for commodities/every day shopping items. On the Google blog they give a screen grab and examples for stand alone as below and inline on the right hand side. As this is on a PPC basis it will make sure that all serious competitors are spending as much as possible in this One-up-man-ship-advert-arms-race. And my only concern is about my beloved SEO. Why would you click on the boring SERPs when the information is available like this to the side. Mixed with the movement of the adwords from absolute right to right aligned to SERPs – the classic Pareto rule of PPC Versus SEO Click from SERPs is moving to more in favour of the paid stuff. Well, they are a media company with targets of growth like the rest of us!
Product Ads on Google
Its another move into supply chain integration and control demand!
When Google starts to have its own warehouse and fulfilment team. You really won’t need to leave Google!
Still love them and hate them in equal measures. Or is this just jealousy that I didn’t think of it first?
More evidence that you will never ever, ever need to leave Google. We can see that the Comparison ads are back for all to see. I wrote some notes about a trial of this in a previous post almost a year ago >>
If you go to Google.com for Mortgages you will see this type of screen.
Mortgage comparison on Google.com adwords
If you are running adwords, and you are in a competitive comparison rich areana, get clicking those ‘include’ me buttons today.
It seems to add value to their users, Google is once again working on supply chain integration (or is that eradication?).
The ever growing ways for Google to make money through adwords is increasing again. I saw this beta test in one of the more lucrative markets of loans.
If you do a search for “Secured loans”, you are likely to see something like this.
You can put in the amount here or leave blank. If you go through, you are shown the suppliers who I am guessing at this stage are paying extra (if not, in time they will be).
I wonder how many more verticals could end up inside Google?