Pandora Squared - Web and Business Architects, Consultants, Social Media Marketing, Software and Blogging hope not hype

When working with a lot of clients AdWords accounts, trying to do bulk and quick changes is a tough thing to do. I mean how does one create new ad campaigns while on the plane?

Now I can!

“AdWords Editor is Google’s free, downloadable account management application for your computer. Download your AdWords account to your computer, make your changes, then upload your revised campaigns.”

It has been out for a while but of course invitation only. Now all can enjoy.

This exe application reminds me of the popular Flickr Uploadr tool which quickly allows you to upload pictures from your desktop. (faster then a speedy ff browser)

And you thought everyone is going toward the hosted Software as a Service apps.

What can I say, it’s what users demand..

Yahoo Search Marketing becoming more Relevant

They have watched Google get the cash. Advertisers are preferring Google as a ad platform.

Why? Google is more relevant, period.

Yahoo Search Marketing has a lot of catching up to do.

More relevant = more money, more users, and more advertisers

Code name “Project Panama” will roll out in late 2006 or early 2007.

I have always said that from my experience Yahoo’s fraud is more prevalent and obvious. When I have talked to Yahoo about this problem they say they have thousands of partners and that some maybe sending unqualified traffic. They would open an investigation and report back to me that the partner had cleaned up his traffic and it should not happen again.

Right…

See this very detailed report of yahoo’s network click fraud problems. Complete with videos of the adware in action. The Spyware – Click-Fraud Connection – and Yahoo’s Role Revisited

Last week ComScore released a report sponsored by Google.

comScore Study Confirms the Importance of Search in Influencing Offline Buying

“The results show that 25 percent of searchers purchased an item directly related to their query, and that of those buyers, 37 percent completed their purchase online. An even greater 63 percent completed a purchase offline following their search activity.”

This is why most CEO’s who have started using Google AdWords say “It just works”. Many times internal processes are not in place to track offline conversions from the web.

With tracking online and offlice conversions you can optimize your Pay-Per-Click accounts and “it just works better”.

In the news is another company that thinks they have the answer to click fraud. Sort Price a comparison shopping search engine that offers flat rates or per-month fees for keywords and categories.

My experience with these advertising models (Business.com) is that they just don’t work. Big brands like Home Depot or Office Max can afford this expenditure but the small business can’t get the return on investment needed.

Too little real estate and high cost equal bad value.

Yet another Click Fraud article This one again claiming google with all the blame.

“Analysts say affiliate spam is more common and really took off after Google launched its AdSense network, which distributes paid links to thousands of non-search sites. They get a share of Google’s ad revenue based on clicks, giving unscrupulous publishers an incentive to inflate their clicks.

Yahoo started a similar ad network last summer but limits participation to invited sites to maintain quality and reduce the risk of ad spam, Paez said.”

Will all my experience analyzing Pay-Per-Click campaigns, Yahoo had the most “Clickfraud�.

Did you know Google has protection inside it’s PPC algorithm?

If an abusers/users click on a Google ad, the price of the click drops and your position raises. RELEVANCY wins again. Relevant to the users and the advertisers.

Some interesting bidding strategies came out of the recent Search Engine Strategies Conference in New York.

ROI-Based Bidding

This strategic approach allows you to systematically update bids and maintain specific bid positions based on a specified ROI objective. Automated bid management software will move bid positions up and down until your specified ROI objective is achieved.

While this approach is not typically used to compete with any particular competitor, it provides a competitive advantage because you’ll be able to consistently maintain campaign objectives with a focus on ROI.

Bid Jamming

Bid jamming is when you strategically bid one penny below a chosen competitor requiring them to pay the highest possible cost-per-click (CPC) value to maintain a particular position.

Bid Surfing

Choose bid positions from specified bid and position “gaps.” An automated approach looks for gaps of 20 cents or more within the Top 5 search positions.

Bid Shadowing

Maintaining a bid position above or below a specified competitor’s bid.

This approach allows you to single-out particular competitors by shadowing their bid—your bid will move up or down based on the movement of your competitor. Your competitor moves up, you move up. Your competitor moves down, you move down.

It’s more important to be relevant to your customer then to fight off and play with your competitors.

Be smart don’t bid on the term “Limousine� throughout the United States if you only serve the Bay Area market. Now if you are selling leads that is another blog.

Do you advertise on Google?

Did you keep records of clicks from the past 60 days?

Did you suspect fraudulent activity? Also known as Click Fraud..

You now will be able to cash in but the money won’t last very long.

Which raises a good question… What happens when the money runs out?

Will I be able to sue Google under this same pretext, or has a precedent been set?

Google’s comment:

“Google currently allows advertisers to apply for reimbursement for clicks they believe are invalid. They can do this for clicks that happen during the 60 days prior to notifying Google. Under the agreement with the plaintiffs, we are going to open up that window for all advertisers, regardless of when the questionable clicks occurred. For all eligible invalid clicks, we will offer credits which can be used to purchase new advertising with Google. We do not know how many will apply and receive credits, but under the agreement, the total amount of credits, plus attorneys fees, will not exceed $90 million.�

As John Battelle Says:

“this is a very small drop in the potential bucket…. a pittance compared to the billions that Google has made from AdWords/sense in the last five or so years.�

What an advertiser gets is CREDIT, not a refund. Why would an advertiser who is knee deep in clickfraud want to continue advertising on Google?

It’s hard enough to convince/talk/communicate with Google currently about my campaign.

Google still gets to have the option of never returning your emails and calls.

IF you spend less then $10,000 a month don’t expect a response.

What the advertisers really want is to be able to see the data. Compare clicks to clicks; really see what is going on. A decision can be made on CREDIT after that point.

Google’s official Click Fraud Credit Comment

John Battelle’s Updated: Google About to Settle Click Fraud Class Action Suit

Finally my own MSN adCenter account to play with. :)

Everyone says Google AdWords is the best; I’m excited to get a first hand look at what MSN has to offer. Check back after the weekend for updates…

“We’re excited to let you know that you have been chosen to participate in the U.S. pilot of MSN adCenter. Getting started early on MSN adCenter will provide you with many opportunities. You’ll learn how to use MSN’s unique search data to connect with users through advanced targeting options that will help increase your ROI.”

Years Ago – “AOL Keyword: Pontiac�

Now – “Google Pontiac�

A recent GM television ad included an unusual call to action:

“Don’t take our word for it. Google Pontiac and discover for yourself.”

And the ad ended not with a URL or phone number for a local dealer, but an actual Google screenshot with Pontiac typed in. I point out the difference in marketing in the Flickr Image.

Remember AOL Keyword several years ago…this makes me laugh.

So the question is why would Pontiac pay for clicks when they are #1 in organic listings?

Many clients ask me the same question.

“Are you nuts? Why would I ever want to run a paid search campaign on my branded keywords? I’m already ranked well organically.�

Well, If you don’t do it someone else will!! If you don’t buy and manage your branded keywords, you’re missing out on the opportunity to control the way your company is represented in search. Are you willing to leave your customers experience up to chance? You can’t control what Google is going to display for your description in your organic listings but, pay-per-click you can.

Lock out competitors: In addition to controlling your message, every ad slot you take up is one less for your competition that can potentially use to lure away your competitors. The more times you are on the page the more times you will be clicked. Remember the 70/30 rule. 70% of searchers click on the organic links, 30% of searchers click on the sponsored links.

Don’t you want 30% more leads?