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Google makes the vast majority of its money from selling advertising, which is typically paid for on a per-click basis. As such it wants people to click on the ads it serves up on its search pages.
Advertisers also want people to click. They are in the business of generating a response to their messages. But the response needs to be meaningful if ad buyers are to make a return on investment. And the problem for advertisers is that sometimes people click on ads in error.
Sometimes people don't know that 'search results' are in fact ads. For example, let's look at the central 'top ad' unit that appears at the top of the search results...
Advertiser interest in Facebook has grown rapidly over the past several years. With more than half a billion users, it is the biggest social networking hub in the world, making it one of the top digital platforms on which to reach consumers.
Its self-serve advertising platform, however, has received mixed reviews. Unlike, say Google AdWords, advertisers don't necessarily have 'intent' present with every click, and converting Facebook traffic has, for many of them, been challenging.
The platform's saving grace: it's generally pretty cheap. But that may be changing.
Google AdWords is arguably one of the most important advertising platforms in history. It has given advertisers of all shapes and sizes the ability to reach a global audience in a highly-targeted fashion on almost any budget, and in an accountable fashion.
So it's no surprise that advertisers, ranging from the world's largest brands down to local mom-and-pop businesses, spend billions upon billions of dollars every year buying AdWords ads. They do so despite the fact that Google has never offered free, general phone support to its advertisers.
In 2009, the British High Court was asked to weigh in on the long-standing dispute between Interflora and Marks and Spencer, which centered on Marks and Spencer's bidding on 'Interflora' as a Google AdWords keyword. It referred the matter to the European Court of Justice (ECJ).
The Advocate General ECJ has finally answered: Marks and Spencer violated Interflora's trademark.
SEO may not be dead, but according to entrepreneur and angel investor Chris Dixon, it might as well be to startups.
According to Dixon, "SEO is no longer a viable marketing strategy for startups." Period. End of discussion.
Google AdWords could arguably be the best advertising platform ever for small and medium-sized businesses ever, but mastering it to maximize ROI and minimize waste isn't easy.
AdWords be dangerous for the novice advertiser thanks in large part to a dizzying array of options and settings which, when not understood or recognized, can mean the difference between prosperity and disappointment.
According to a Wall Street Journal article, a growing number of advertisers are discovering that they're losing out because of one of Google's broad match features that targets ads based on searches a user performs during his or her Google session.
We thought we'd give the PPC ads in LinkedIn a go to promote our B2B Marketing Manifesto. Here are our experiences...
Google AdWords are appealing to many businesses, but they're perhaps most appealing to businesses selling products online. After all, every click on an AdWords ad could lead to an immediate sale.
For that reason, it's no surprise that many online retailers use AdWords on a large scale.
For many businesses, search ads, namely Google AdWords, seem like a panacea for acquiring customers. After all, your potential customers are searching and search advertising seems like the ideal way to connect with them when they're searching for the product or service you're offering.
But as powerful a marketing tool as search ads have been for millions of businesses, search ads don't work for everybody.
Google is a big company, and it earns most of its money with its cash cow, AdWords. But in several key markets, Google hasn't yet fully realized its potential.
One of those: small, local businesses. If there's one thing we've learned from the rise of group buying online, it's that local businesses are eager to acquire new customers, and will go to great lengths in an attempt to do so, sometimes to their own detriment.
As many anticipated, Google launched major changes to the Google search experience yesterday. That, of course, set the blogosphere ablaze.
A big topic of debate: the impact of Google Instant on SEO. Not surprisingly, some believe that Instant is effectively the death of SEO. Such claims are typical when Google makes big changes, and as always, SEO will simply change -- not die. But that doesn't mean that Instant won't have a negative impact on Google's most valuable stakeholders: AdWords advertisers.
Parked domains are generally low quality resources, housing value-less directories or pages of AdSense ads. Why then is the proportion of AdWords spend that is going to these parked domains on the rise?
Turning off this source of traffic in AdWords is possible, but hidden away. Therefore Google, as well as the domain owner, is using increasing amounts of your campaign budget on what appears to be low value traffic.