Apogee Weblog

AdWords Agency Blog Response on Parked Domains

2008-05-09T15:38:00.002-04:00

Someone from Google's San Francisco office (based on the IP address) left this comment on my New Google AdWords Agency Blog post:

Hi there,

I thought you might be interested in a recent post on the AdWords Agency blog. We read your post about parked domains and it inspired us to publish this one: [link]

Hope you find it useful.

Nice to know that Google's paying attention. ;-)

In that post, they announce a new level of transparency for parked domains on AdWords:

If you're advertising on Google's search or content networks, your ads may be appearing on parked domains. Parked domains are sites using AdSense for Domains, which allows domain registrars to show relevant ads, rather than empty space, on parked pages. But which parked domains did your ads appear on?

We recently added a new level of detail to Placement Performance reports to answer this question. Placement Performance reports give site-by-site performance metrics for the sites where your ads appeared within Google’s content network. Now, rather than seeing one consolidated entry for all parked domains in your reports, you'll see separate rows displaying performance statistics for individual parked domains.

I am pleased to learn they are starting to include more details about parked domain traffic. However, since the Placement Performance reports only apply to the content network, this doesn't help advertisers track AdSense for Domains traffic on the search network. I think it would make more sense for Google to go back to the drawing board and simply split off the AdSense for Domains traffic onto its own network on the AdWords side. I'd like to see this additional ad distribution option:

That would avoid much of the confusion caused by the current, rather un-Googley design. Also, I still contend that Google has a miserable failure on its hands. Adding some reporting functionality doesn't solve that problem. Conceptually (yes I read Conceptualist), I do think parked domain ads have potential. The implementation in AdWords doesn't fulfill that potential for advertisers, however. Maybe someone at the Google San Francisco location will make sure this problem gets fixed in a Googley fashion rather than simply patching over the current, poorly designed system?

Apogee Tags: google, san francisco, adwords agency, parked domains

Mother's Day Flower Delivery for 23 Cents!

2008-05-07T15:32:00.002-04:00

Some of my clients are pretty funny. The owner of Plantrex Interior Landscaping Company & Flower Shop is a big sports fan. In light of the Papa John's to offer Cleveland residents 23-cent pizzas fiasco, he's decided to offer 23 cents for Mother's Day Flower Delivery. Use code PAPAJOHNS when checking out. This code is valid today only! Plantrex works with other florists around the nation so this offer is not limited to the Cleveland area.

Here are excerpts of the note he sent to his mailing list:

As a courtesy to everybody I know (feel free to pass onto EVERYBODY) and an opportunity to stick it to the genius that approved those shirts in DC, I have compiled a list of every Papa John’s with phone numbers and addresses that are honoring the 23 cent one topping large pizza on Thursday. I have called over 20 of these stores – they are all opening at 10 a.m. to start taking orders on Thursday. A few are taking orders ahead of time, most are saying you have to call that day.
...

As many of you know, this is my busiest week of the year due to Mother’s Day. I’m a huge Cavs fan so taking time away from my business to do this will cost me but I believe it’s worth it. With that in mind though I am going to plug my company and remind everybody that Mother’s Day is this Sunday and our website is www.plantrex.com.

I am offering a 23 cent delivery for any floral order placed on our website between now and midnight on Wednesday the 7th. To get this discounted delivery, log onto www.plantrex.com, select the item(s) you would like and on the first checkout page, enter the promotional code papajohns and click the submit button. Your delivery fee will be reduced from $7.95 to just 23 cents (your discount will most likely be shown as a reduction of $7.72 off your product – we’re not quite sure how to make it appear on the delivery but bottom line is, you will be paying just 23 cents for delivery).

So, don't procrastinate if you want to send Mother's Day Flowers. Also, keep Plantrex in mind for future floral needs. Their flat delivery fee of $7.95 is better than most online florists, anyway.

Tags: mothers day, flower delivery, papa johns

Berries for Mom

2008-05-01T16:40:00.002-04:00

If you're searching for berries for Mom, try these gourmet fruit gift boxes. (If you're reading this blog post looking for search engine advertising ideas, skip to the bottom*). I suggest a gift box that features Blue Loon Munch, a combination of dried wild blueberries, dark organic chocolate, and roasted almonds. Looking to spend less on berries for Mom? Try the gift tins.

*When is a Google search like a parked domain? Consider this recent berriesformom.com search:

Subscribe to Apogee Weblog for an explanation in a future post.

Tags: berries for mom, berriesformom

Google AdWords Design Flaw - Not So Googley?

2008-04-29T13:41:00.002-04:00

After reading What makes a design "Googley" on the Google blog and then an anonymous advertiser comment on my Vulcan Golf v. Google Trial Will Tarnish Google Brand post, I started thinking about an AdWords design flaw. Here's the comment:

when you opt out of the domain ads using the site and category exclusion tool, does it eliminate the ads coming through the search network from the parked domains? not clear here.

Since the site and category exclusion tool was designed for the AdWords content network, its impact on the search network doesn't seem like "Googley" design. I think it violates at least 3 of the 10 stated design principles:

Simplicity is powerful. (Do these instructions seem simple?)
Engage beginners and attract experts. (I think the way Google has implemented parked domains in AdWords takes advantage of beginners and frustrates experts.)
Be worthy of people's trust. (Google's lack of transparency leads to a loss of trust.)

Now, having said all of that, I am pleased Google has introduced this feature. I'm perplexed, though, as to why they haven't announced it on an official blog (maybe Matt Cutts will take care of that). At any rate, this is an important new feature and all AdWords advertisers need to be aware that some aspects of the site and category exclusion tool apply to the search network. So, here was my response:

Yes, anonymous advertiser, opting out of the parked domain page type via the site and category exclusion tool applies to the search network, as well. This is a confusing design by Google since that tool is a content network tool. The What page types can I exclude help page says:

"The AdSense for domains network is encompassed by both the content network and the search network. If you exclude this page type, you'll exclude all parked domain sites, including the ones on the search network."

Also, see the guest post I wrote over at Search Engine Journal, Google AdWords Feature: AdSense for Domains Opt Out. The screenshot in the example is for a campaign that's opted into the search network but not the content network.

Here's the screenshot (not very Googley, IMHO):

Apogee Tags: google, adwords, design, flaw, googley

Vulcan Golf v. Google Trial Will Tarnish Google Brand

2008-04-19T11:38:00.002-04:00

The Vulcan Golf, LLC v. Google Inc. et al lawsuit is going to shine lights in dark corners. For example, read the excellent update from Sarah Bird of SEOmoz:

Class Action Trademark and Anti-Cybersquatting Lawsuit Against Google and Domain Parkers Gets the Green Light

A trial will tarnish the Google brand. When you think of Google, do you think of cybersquatting or typosquatting? Are you even aware that Google derives revenue by partnering with squatters? I recently wrote a sarcastic post about TANG (Typo Advertising Network by Google). Despite being a joke, the screenshots and the example domain in that post are real.

It's also worth pointing out that Google uses the term squatter on their corporate site. Explaining why a user might see pop-ups, Google writes (emphasis mine):

You may have encountered a squatter with an address similar to Google's. Occasionally, individuals will register domain names that are one letter off from a well-known URL in hopes of attracting those who make mistakes in their typing. Please be sure to enter www.google.com into your browser and the pop-ups may go away.

So, on the one hand, Google's decrying the evils of squatters on their corporate site, while quietly making money from typosquatting. Sorry, Google, you can't play both sides. Either clean up the AdSense for Domains program or drop it entirely. The burden shouldn't be on your customers to somehow stumble across the information needed to block traffic from potential cybersquatters.

When I've found this kind of typosquatting traffic in clients' server logs, they've been shocked that the origin is Google AdWords. A few have contemplated taking legal action. Some have received click fraud refunds from Google. If the Vulcan Golf v. Google case progresses, more advertisers will start to sift through the obfuscated searchportal.information.com URLs to find Google earning money from typosquatting sites like these:

allinz.com (cybersquatting on allianz.com?)
babrie.com (cybersquatting on barbie.com?)
infopass.com (cybersquatting on infopass.uscis.gov?)
manullife.com (cybersquatting on manulife.com?)
travelgaurd.com (cybersquatting on travelguard.com?)
wwwbmg.com (cybersquatting on www.bmg.com?)

No, I'm not linking to the potential typosquatters. Cut-and-paste them into your browser and see for yourself. These are real examples I've found. I didn't want to post about them in the past because they might impact some clients. However, since it is now possible to opt out of AdSense for Domains traffic in an AdWords account, I can start to post more freely about these kinds of issues.

Does anybody have any examples of their own to share? ;-)

Apogee Tags: vulcan golf, google, trademark, lawsuit, cybersquatting, typosquatting, seomoz

Google Earnings (GOOG) Downside

2008-04-17T21:05:00.002-04:00

Google earnings (GOOG) beat estimates (via Silicon Alley Insider):

Gross revenue exactly in line with consensus--$5.2 billion, up 42%. Net revenue $3.7 billion, slightly ahead of consensus. Non-GAAP EPS of $4.84 blew away consensus of $4.52.

Before the closing bell, I had guessed net revenue of $3.74 billion and EPS of $4.92. A little high but not too far off. If you're in the search marketing business, you had to know GOOG was doing just fine. I think there's a downside, though, to future revenues. Here's the comment I left on the Silicon Alley Insider post, Google (GOOG) Q1 Game: Step Right Up and Place Your Bets:

Guesstimates:

* Net Revenue: $3.74 billion
* EPS: $4.92
* Friday Open: $489

Google makes quite a bit of money from a hidden network. It's neither search advertising nor contextual advertising. Google has only recently created an opt-out mechanism for this hidden network:

http://adwords.google.com/support/bin/answer.py?answer=86695

Note that a former SVP of SEM firm Efficient Frontier called this kind of traffic "distribution fraud" - it's not quite the same as click fraud. Google that. ;-)

Now, how much revenue will Google lose in future quarters as advertisers start opting out?

Hmm, seeing the $76 surge in GOOG after hours to $525, perhaps the intrinsic value of $1195 calculated by my client, Analytical Investing, is plausible:

That's still far below the $2000 GOOG target by Henry Blodget. Depending on the time horizon, I don't think that's unreasonable. However, I do wonder if there is some downside risk to GOOG over the next few quarters as they lose AdSense for Domains revenue (much of which they should never have had in the first place, IMHO). I suspect this is why Google hasn't made a public announcement about their new AdSense for Domains opt out. I haven't seen it on either the main Google blog, Inside AdWords or the AdWords Agency blog. Nor have I seen a press release about it. Hmm, does Google not want advertisers to know about it? ;-)

Apogee Tags: goog, google earnings, stock, silicon alley, henry blodget

Click Fraud: Yahoo + Click Forensics Deal is Not the Answer

2008-04-07T11:44:00.002-04:00

I'm not sure how serious Yahoo is about click fraud. Here's what they said on the Yahoo Search Marketing blog about their new partnership with Click Forensics:

We’ve teamed up with Click Forensics, a well-known click auditor that attempts to track click fraud numbers, including publishing quarterly discard rates. The obvious question is, why would we work with a company that has been a critic of search marketing? Because, frankly, we care so much about click quality that we’re willing to work with anybody who can help us—and our advertisers—drive a better return-on-investment.

No, if Yahoo really cared so much about click quality, they'd do one of two things:

Allow advertisers to distribute ads on *only* Yahoo search properties
Enforce better quality standards of the "hundreds of distribution partners and more than one million domains worldwide."

Yahoo knows they have some very, very low quality partners in the Yahoo Search Marketing ad distribution network. Why else would they have created pricing discounts? I think this is worth saying again, in bold:

A discount on low quality traffic is still a premium.

Note that it's possible to buy Google-only traffic via Google AdWords. These are the campaign level ad distribution options:

Knowing that click fraud occurs on their search network, Yahoo should give their customers the same type of ad distribution option. Why is there no Yahoo-only choice? These are the ad campaign options:

Doesn't it just make sense that advertisers have the option to run ads on just search.yahoo.com via Yahoo Search Marketing, if they want? Why is Yahoo reluctant to give advertisers this kind of control over their ad spend?

Apogee Tags: click fraud, yahoo, search marketing, click forensics, distribution fraud

Virgle Funded by TANG (Typo Advertising Network by Google)

2008-04-01T15:11:00.002-04:00

In the Virgle project announcement, Google forgot to mention how they're going to fund the endeavor. Even TechCrunch doesn't have the details. You will not believe Google's latest advertising venture. It's called TANG (Typo Advertising Network by Google). Here's an exclusive Q & A with a spokesperson about how this typo advertising system will generate revenue for Virgle:

Q: What's TANG?
A: Typo Advertising Network by Google (TANG) is revolutionary way to profit from typing mistakes. When users type in the wrong domain name, we'll display ads for contextually relevant keywords. We know what they were thinking so can offer compelling ads.

Q: Um, doesn't that already exist as AdSense for Domains?
A: Shh. TANG sounds better, especially for a spacefaring venture.

Q: Can you give us an example?
A: Sure, let's say someone types amazingpornstrar.net into their browser. This is what they'll see:

Q: Gosh, that's ugly. Why would anyone type in a .net instead of a .com? And, how is search for "credit card applications" relevant for a typo of amazingpornstar.net?
A: We've found that most people who can't type well tend to navigate to .net instead of .com domains. Also, if they're looking for that kind of a site, they clearly need a new credit card. It's not that the CPCs are high for those keywords. No, no. It's that our contextual targeting is so accurate that if someone types amazingpornstrar.net then they are really searching for a new credit card. We know these things.

Q: Is this really good for advertisers?
A: Oh, sure. This goes a step beyond our expanded matching system. They'll get additional search clicks for keywords they would never even thought to have entered into the AdWords system.

Q: So, are these ads distributed on the AdWords search network or content network?
A: Both, of course. TANG, like AdSense for Domains, encompasses both of the traditional Google advertising networks. It's everywhere. Google will make more money for Virgle with the higher CPCs on the search network, but that's not why we run the ads on that network. We just know through our contextual ad technology which search ads correspond to typos.

Q: Is it clear to users that these are paid ads?
A: No, that would lead to fewer clicks for advertisers and less revenue for Virgle. Besides, these people who can't type don't read very well, either. There's no need to add extra text indicating which content is actually advertising. The TANG ads are exempt from the petty AdSense policies like:

Ads shouldn't be placed under a title or section heading in a way that implies that the ads are not ads.

Q: Can you give me an example?
A: Sure, let's continue the previous example. After navigating to amazingpornstrar.net, a user will likely click on a contextually relevant search like "credit card applications" which will lead them to these results:

Q: So, those are all AdWords ads designed for the search network?
A: Yep. Like I said, higher CPCs. More clicks. Everyone wins.

Q: Can advertisers opt out of TANG?
A: Sure, they can use the new AdSense for Domains opt out mechanism. But why would they want to?

Apogee Tags: virgle, april fools, google, advertising, tang, adwords, adsense, domains

New Google AdWords Agency Blog

2008-03-31T17:55:00.003-04:00

There's more to be said about Google's miserable failure. In the meantime, I've stumbled across a new blog from Google, The AdWords Agency Blog. Looks promising.

Do you think they'll suggest blocking parked domains from search advertising campaigns? Nah, I didn't think so, either. ;-)

Apogee Tags: google adwords, agency blog

Google's Miserable Failure

2008-03-22T15:44:00.002-04:00

Distribution fraud is Google's miserable failure. This particular post is a continuation from AdWords Advice: Ban Parked Domains in Search Advertising Campaigns. Please read that before the rest of this post. If you want background going back a couple of years, start with this very detailed post: Not Search Engine Spam. The fact that Google has been well aware of this problem for years is part of their miserable failure.

There are two key reasons I'm calling distribution fraud Google's miserable failure:

Google's failure to protect advertisers from fraud
Google's failure to organize the world's information

Let's start with point #2. Google has declared that its core mission is "to organize the world's information and make it universally accessible and useful." However, there is some information they are well aware of but have chosen to hide, in the reports they provide to AdWords advertisers:

How does Google explain the decision to detail clicks from individual domains on their pay per click advertising network but to hide the individual parked domains from advertisers? Over nine months ago, they said (emphasis mine):

The Placement Performance report provides site-by-site performance metrics -- including clicks, impressions, cost, and conversion data -- for domains or URLs in the content network where your ads have appeared. The report also provides a new level of transparency for traffic you accrued from sites in our network that are participating in the AdSense for domains program. Currently, AdSense for domains statistics are collectively reported, but we are working to give you site-by-site level statistics soon.

After almost a year, they still haven't organized this information for advertisers! That's a miserable failure. For a company that develops new products and services at the pace that Google does, this is a stunning failure. I'm not convinced they will ever complete their mission. So, I'll organize some of this information for them. I wanted to know the source of these 916 clicks from parked domains on the search network (NOTE: content network was OFF for this campaign):

I dug through web server log files to find the origin of these clicks. I was stunned to see where they came from. To borrow a phrase from renowned domainer, Frank Schilling, it will "blow your hair back" to see the high quantity but very low quality of these domain names. Here's a sample of the garbage traffic on the Google AdWords *SEARCH* network:

555sss.com
abtanet.com
allinz.com
amazingpornstrar.net
amexassurance.com
autohu.com
b.com.cn
babrie.com
bodjoj.com
buding.cn
clikjogos.com
europassist.com
iaj.cn
infotube.tv
jshopper.com
manullife.com
noo.net
roter.com
sekstutkunu.com
sexpaty.tv
specialityrisk.com
thaionlinemaket.com
topmusicasnet.com
travelgaurd.com
tubou.cn
tutkusu.com
ufeng.net
wuae.cn
wwwbmg.com
xirin.cn
xise.com.cn
zfotoz.com
zoili.com
zzxxx.com

Now do you understand why Google has a miserable failure on their hands? Can you believe advertisers are unwittingly paying for this, for lack of a better term, crap? Can you see why Google chooses to aggregate domain ads clicks in reports rather than detail individual parked domain names? Domainers, can you see why PPC advertisers are wary of parked domains? These are not generic keyword domains. These don't belong on the AdWords search network. I don't think they even belong on the content network. For this reason, I repeat my advice to block parked domains on the search network.

I honestly cannot believe that Google turns a blind eye to this sort of garbage traffic on their own advertising network. They claim to sift through their log files to help prevent fraud. Don't they see this traffic? Note that the actual parked domains are not visible in the log files. All of the clicks are routed through complex URLs with domain names like:

searchportal.dnparking.com
searchportal.doma1nsponsor.com
searchportal.information.com (click to see detailed examples)

I think someone at Google recognizes they have a miserable failure on their hands. They simply cannot fulfill their mission to organize the world's information because that would reveal the fact that Google is profiting from typosquatting. Instead, they've decided to let advertisers opt out of AdSense for Domains traffic. Unfortunately, that means advertisers will be losing some good traffic from valuable generic keyword domains. It also doesn't go far enough. Google should apologize for their wrongdoing, proactively issue retroactive refunds for this garbage traffic, and keep search network traffic clean going forward.

What do you think? Is this a miserable failure or something else?

Apogee Tags: google, miserable failure, distribution fraud, pay per click, advertising, adwords, adsense for domains

AdWords Advice: Ban Parked Domains in Search Advertising Campaigns

2008-03-20T12:16:00.003-04:00

When Google announced the upgraded site exclusion tool for the *content* network, they quietly introduced a feature that impacts the *search* network. It is now possible to block parked domain traffic that's being distributed to the search network. From this AdWords help page:

Where do site and category exclusions apply?

Most site and category exclusions apply only to the Google content network. However, if you exclude Parked domains (under the Page Types tab), you'll exclude all parked domain sites, including the ones on the search network.

After sifting through numerous AdWords accounts, I strongly advise banning parked domains from pure search advertising campaigns. Let me back up a step. First, keep search advertising completely separate from contextual advertising. The obvious next step would be to keep domain advertising separate from both search and contextual advertising. Unfortunately, that's not an option.

Now, before I share some data explaining why I strongly advise blocking domain traffic in search campaigns, I still believe that parked domain traffic has the potential to be superior to search advertising. That potential, however, is not being realized in the AdWords system. Case in point (click on image for larger view):

Note the confusing alert from Google AdWords. Because this particular campaign is opted into the search network but NOT the content network, most features of the site exclusion tool don't apply. Note, too, the checkbox attempting to opt this campaign into the content network. NEVER check that for a pure search advertising campaign.

Now, for the important data: 916 clicks but ZERO conversions. That's astonishing for a search advertising campaign. The reason the performance is so poor is that those 916 clicks did not come from search advertising. Nobody typed keywords into a search box. Nobody even typed generic keywords as a domain name. I'll share some of those domains in a later post. From comments I've seen on domaining blogs, I anticipate that overzealous domainers will claim ineptitude on the part of the advertiser. Believe me, that's not the case. The poor quality of the domain names that drove the traffic is staggering. No wonder Google chooses opacity over transparency.

Now, since Google has deliberately failed at their mission to organize the world's information, I'm going to organize some of that information for them. Subscribe to Apogee Weblog and read my next post. You will not believe the garbage that's on the AdWords search network...

Update: I've posted details about this parked domain traffic. It's a miserable failure >>.

Apogee Tags: adwords, parked domains, search advertising, site exclusion

Arthur C. Clarke Books

2008-03-19T12:40:00.002-04:00

I paused yesterday, reading the news that Arthur C. Clarke had died. His science fiction books are phenomenal. Here are a couple of favorites from my bookshelf, Childhood's End and Rendezvous with Rama:

There will undoubtedly be renewed interest in his science fiction books with his passing. I suggest reading his short stories, The Sentinel and The Nine Billion Names of God to get an idea of his writing acumen. A bright star has, indeed, gone out.

Tags: arthur c clarke, books, science fiction, rendezvous with rama, childhoods end

RIP 2008: Google AdWords + Domain Parking?

2008-03-15T15:40:00.002-04:00

Two posts from other blogs that are definitely worth a read:

Tags: google adwords, domain parking

3 Important PPC Advertising Changes

2008-03-09T15:59:00.002-04:00

While I've been offline with family, some important PPC advertising changes have taken place. Normally, I'd write a separate post about these, but for now I'll highlight the changes and add some brief commentary:

Yahoo! Search Marketing Blog: Reserve Prices (Minimum bids no longer fixed at $.10 for Sponsored Search)
This is a bad move on Yahoo's part. Note the harsh comments from Yahoo customers. They shouldn't be copying Google. Instead, they should be working to differentiate their product from AdWords. By adopting a similar minimum bid policy, they are failing to do so.
Inside AdWords: Landing page load time will soon be incorporated into Quality Score
A strategy of designing and testing landing pages for dialup users might be worth adopting. Note that landing pages don't have to be in the normal navigation of a site that's designed for broadband users. This change will likely force advertisers to create very custom landing pages. That's not a bad thing.
Inside AdWords: Category Exclusion for the Content Network
I tend to focus more on search advertising than content advertising. This change to the AdWords site exclusion tool actually includes a significant change to the search network as well as the content network. More on this below...

In the past, I've mentioned a hack for blocking parked domains on the AdWords search network. That hack's no longer necessary. Note this AdWords help page regarding page types than can be blocked using the new site exclusion tool:

Parked domains are sites in Google's AdSense for domains network. Users are brought to parked domain sites when they enter the URL of an undeveloped webpage into a browser's address bar. There, they'll see ads relevant to the terminology in the URL they entered. The AdSense for domains network is encompassed by both the content network and the search network. If you exclude this page type, you'll exclude all parked domain sites, including the ones on the search network.

This is a topic worthy of a full post. The impact could be significant, both for PPC advertisers and domainers. In the meantime, I'll leave you with this quote from David Utter of Web Pro News:

Now that they have the feature available, Google really hopes advertisers won't use it heavily. The blog post cited points where the company feels category exclusion will be overkill...
We don't think too many advertisers will buy these arguments, as category exclusion has been a hotly-requested feature.

Apogee Tags: ppc advertising, yahoo search marketing, google adwords, parked domains

Paucity of Posting is Parental

2008-03-06T19:20:00.003-05:00

It's been over a week since my last post. Here's the reason for the paucity of posts:

Posting will be a bit sporadic over the next few weeks. In the meantime, enjoy posts from my favorite bloggers (can't omit Merjis). Maybe I'll master one-handed typing while holding a baby at 3am. If that's the case, I might post frequently. Will have to see. Thanks for your patience, subscribers and clients. ;-)

Google AdWords Warning: Block MySpace Traffic

2008-02-25T09:59:00.002-05:00

Google knows that its contextual advertising system doesn't work for MySpace traffic. From the latest Google 10-K (annual report):

The increase in cost of revenues as a percentage of revenues, as well as traffic acquisition costs as a percentage of advertising revenues, was primarily related to the performance of a few Google Network member web sites for which we are required to make guaranteed payments, including social networking traffic, which is not monetizing as well as expected. This more than offset the increase in the proportion of advertising revenues coming from our web sites rather than from our Google Network members’ web sites.

There's speculation that Google and Fox might try to terminate their advertising deal. I've been blocking myspace.com traffic for clients who are opted into the Google AdWords content network. Why? The traffic is useless. Users of social networks are clearly blind to contextual ads. Here's an example that should make this clear:

The CTR is, essentially, zero. Could you imagine paying for myspace.com traffic on a CPM basis??!! Google knows the MySpace social network traffic is useless yet they're trying to convince advertisers to buy it on a CPM basis. Notice the text at the bottom of the "Will my ads show on MySpace?" help page:

If you'd like to target MySpace.com specifically, consider creating a placement-targeted campaign. With a placement-targeted campaign, you target individual sites rather than keywords to help determine where your ads can show.

No! Don't do it! Do NOT ever buy MySpace.com traffic via a placement-targeted campaign. Instead, for any keyword-targeted campaign that's opted into the content network, be sure to block myspace.com via the site exclusion tool. Advertisers shouldn't have to pay for the fact that Google made a bad deal with Fox.

It's also pretty poor that Google, knowing full well that social networking is not a good fit for the AdWords contextual advertising system, is actively pushing advertisers to opt into this traffic. Via their special page dedicated to social networks on the Google AdWords content network:

Social networks are a powerful channel for reaching a variety of users on the web. You can select between CPM and CPC pricing. If the purpose of your placement-targeted campaign is to increase sales, leads, sign-ups, or other conversion-oriented metrics, you can select CPC bidding and pay when users click on your ads. If you want to maximize impressions and increase brand awareness among your target audience, you can select CPM bidding.

Wow! Think about that. Google is actively selling something they really don't believe in. Let them eat the cost of their mistake. I suggest:

DO block myspace.com via site exclusion.
DO NOT target myspace.com via placement targeting.

Presidential Debates Search Advertising Recap

2008-02-22T13:41:00.002-05:00

Watching the Texas debate last night reminded me of a search advertising experiment I ran over the summer. That experiment led to some interesting conversations with a journalist from Wired. Now seems like a good time to recap the posts from 2007 concerning that experiment. The two in bold were mentioned in the "Which Presidential Candidates Have Mastered Google?" Wired article:

July 23 - Democratic Candidates Miss a YouTube Debate Opportunity
July 25 - YouTube Debate +1 for John Edwards Campaign
July 29 - CNN YouTube Presidential Debate AdWords Experiment
July 30 - AdWords Experiment Update #1: Democratic Debate Search Trends
August 5 - AdWords Experiment Update #2: YouTube Debate Top 10 Keywords
August 14 - 3 Secret Tools for Presidential Election Advertising Campaigns
August 19 - Iowa Democratic Debate Ignored

Tags: search advertising, presidential debates, cnn debate, youtube, google adwords

Google Online Marketing Challenge - Go Beavers!

2008-02-14T22:54:00.002-05:00

Wow. A few weeks ago, I wrote: Google Online Marketing Challenge a Clever Recruiting Tactic. That certainly has proved to be the case. Yesterday, Google announced (emphasis mine):

Now we're giving 21,000 students the chance to experiment and gain hands on experience of this medium -- and to empower small local businesses to harness the power of the web to attract more customers. In a vast global academic competition, business students from 466 universities in 61 countries will participate in the Google Online Marketing Challenge.

How many small businesses participating in the marketing challenge will remain as customers? Keep in mind, the requirement is that these are new AdWords advertisers. Of those 21,000 students from 466 universities, how many new businesses have they managed to recruit on behalf of Google? How many of those students, in turn, will either apply for a job at Google or enter the search engine marketing field? I imagine this program is already viewed as a stunning success at the Googleplex.

Go Beavers! I'll be rooting for the 5 teams from my alma mater, MIT:

Related Posts:
Doodle for Google Contest
Top 5 Ways Ignorant Advertisers Lose Money to Google via AdWords

Apogee Tags: adwords, google, online marketing, challenge, mit, beavers

Doodle for Google Contest

2008-02-13T11:58:00.002-05:00

I think Google's adopted a strategy of using contests to maintain brand awareness, to keep people using their search engine for the long term. I think that's why their contests focus on students, the future of Google's revenues. Today, they've announced www.google.com/doodle4google:

The National Winner will win a $10,000 college scholarship to be used at the school of their choice, a trip to the Googleplex, a laptop computer, and a t-shirt printed with their doodle. We'll also award the winner's school a $25,000 grant towards the establishment/improvement of a computer lab.

The Doodle for Google contest is open to K-12 students. Not too long ago, they announced a contest for college students called the Google Online Marketing Challenge. See the pattern? Clever way to keep top of mind, eh?

I wonder if the goodwill they generate from these contests helps them gloss over serious blunders they've made and which might have had more serious consequences for other companies. Examples of Google mistakes that could harm the Google brand:

The contests they run are cool and clearly generate good press for Google. However, for a company that aspires to "do no evil" and whose stated mission is to "organize the world's information and make it universally accessible and useful" it'd be great if they devoted resources to solving some of the above problems. Let me know if you contest this assertion. ;-)

Apogee Tags: doodle for google, google contest, doodle4google

SuperDelegates.org - What Are Super Delegates?

2008-02-12T21:35:00.000-05:00

Watching the CNN coverage of the Potomac Primary exit polls, I'm also tracking search trends online. Interesting to see a spike in searches for superdelegates.org. Looks like the site answers the question: What are Super Delegates? Those delegates might become increasingly relevant due to the close race between Obama and Clinton. Read about the SuperDelegates.org launch on the blog of its creator, Rick Klau:

SuperDelegates.org - Learn about the DNC Super Delegates

Pro Flowers (ProFlowers) Valentine Gifts Alternative

2008-02-11T17:47:00.000-05:00

Via TagTrends, I noticed that many people are searching for either pro flowers or proflowers leading up to Valentine's Day. Maybe that's not such a good idea:

Unboxing of ProFlowers

If you're going to have something shipped in a box, why not send these delicious and nutritious valentine gifts as an alternative to flowers?

Tags: pro flowers, proflowers, valentine gifts

2008 Super Bowl Ads via SpotBowl.com

2008-02-04T12:23:00.000-05:00

Last year, in Super Bowl Commercials Preview, I wrote:

Will their be spikes in keyword searches via search engines like Google due to Super Bowl ad content? If so, who will benefit? I'll also be expecting to see some interesting PPC ads on Google (and perhaps Yahoo) that tie in to Super Bowl commercials. Perhaps there'll be some savvy competitors who launch PPC advertising campaigns today, on Super Bowl Sunday, to take advantage of traffic from television ads they didn't even create.

This year, I knew I wouldn't have time to watch the search trends in real-time. So, I downloaded the Google hot trends data feed each hour for a few hours. I'll sift through the data this week, to see if it sparks any search marketing ideas for my clients. Here's a sample of the data (note that the search trends are, indeed, updated hourly):

I did notice from the 10pm feed that the trend of direct navigation via search is still strong. Why do people type URLs into search boxes? Consider these searches:

I generally don't find clicking on a MySpace.com link a pleasant experience, so I'd look elsewhere for a recap of the 2008 Super Bowl ads. These search trends from today fit the bill:

Again, interesting that people type spotbowl.com into a search box rather than navigate directly to the site. Anyway, the SpotBowl Leaderboard lists all the 2008 Super Bowl ads. SpotBowl.com is run by Pavone, an ad agency. Based on the search trends, I imagine they're generating some pretty good exposure for themselves today. The spotbowl.com domain name is a clever one, too.

Apogee Tags: spotbowl, pavone, super bowl ads, superbowlads, super bowl commercials

YHOO + MSFT = Overture 2.0?

2008-02-01T08:28:00.000-05:00

MSFT offers to buy YHOO. Wow! Details:

Microsoft Corp. is offering $44.6 billion in cash and stock for search engine operator Yahoo Inc. in a move to boost its competitive edge in the online services market.

The unexpected announcement Friday comes as Microsoft, the world's biggest software company, seeks new ways to compete more efrfectively against the search and online advertising powerhouse Google Inc.

In a letter to Yahoo's board of directors, Microsoft Chief Executive Steve Ballmer said the company will bid $31 per share, representing a 62 percent premium to Yahoo's closing stock price Thursday, and emphasized that the deal isn't subject to financing.

This is big news for those of us in the search engine advertising industry. Remember when Overture supplied PPC ads to both Yahoo and Microsoft? I'm still holding some YHOO shares I have via the Overture acquisition in 2003. Today might be a good day to exit that position. ;-)

I wonder if MSFT is a subscriber to Analytical Investing (a client). The MSFT offer is $31 per share which is awfully close to the $30.74 intrinsic value from the Analytical Investing stock valuation model. Nice call:

Related Posts:
Yahoo! Should NOT Be For Sale
Microsoft to Buy Yahoo! to Battle Google?

Tags: yhoo, msft, yahoo, microsoft, overture, value investing

Is Google a Wolf in Sheep's Clothing?

2008-01-30T23:12:00.000-05:00

Is Google a wolf in sheep's clothing? That might seem like an absurd question, particularly coming from a Google Advertising Professional and GOOG shareholder. I am, in essence, an advocate for Google but at times find them an adversary when looking out for the interests of my clients. This recent issue of Google claiming to be fighting domain tasting while making tidy profits from the practice is what prompted me to ask this question. This is an important issue for PPC advertisers and it is unclear, at this point, if Google is a friend or foe in the matter. First, some domain definitions:

Domain tasting should not be confused with domain kiting, which is the process of deleting a domain name during the five-day grace period and immediately re-registering it for another five-day period. This process is repeated any number of times with the end result of having the domain registered without ever actually paying for it.

Next, some conflicting reports from reliable sources:

It all comes back to this issue of distribution fraud. It doesn't reflect well on Google. If this talk about getting ahead of domain kiting and/or domain tasting is simply a PR move by Google, prompted by a recent ICANN meeting outcome, that's pathetic. If they really want to do the right thing, they should add some transparency to their advertising system. Better yet, they should simply isolate this traffic so advertisers can effectively manage the clicks they're buying:

I think parked domain advertising can be very effective. However, I don't want it commingled with search and contextual ads. Just as I like to keep search advertising separate from contextual advertising, I'd like to be able to manage domain advertising in discrete campaigns in AdWords. Doesn't that just make sense?

Tags (byo w/ TagBuildr): google, domain tasting, domain kiting, adwords, adsense for domains, goog, distribution fraud

Moved to New Executive Office Space in Columbia, MD

2008-01-25T16:20:00.000-05:00

I have been a part of the "work from home" generation since 2002. In 2008, I've decided to rent office space from Business Suites of Columbia. When I worked as a software developer at AOL from 1995-2001, I sometimes worked from home. Those days at home were often more productive than days in the office. So, why have I decided to rent an office now? First, my home office has become quite crowded over the last few years:

home office getting crowded (in a good way)

Second, the office space for rent from Business Suites (not to be confused with BusinesSuites which also has locations in Columbia, Maryland) is terrific. Examples from their virtual tour:

conference room w/ LCD screen and nice decor

I've been enjoying the complimentary beverage and snack service (especially the Keurig coffee machine in the kitchen):

Business Suites kitchen w/ Keurig coffee machine

The furnished offices are very nice. I might still be working from home if Business Suites of Columbia hadn't opened for business recently. After so many years working outside of an office environment, it's quite refreshing to work in a quiet office. It'll be interesting to see how quickly the other executive offices at this location are rented. Here's the address:

9520 Berger Road
Suite 212
Columbia, MD 21046

Despite the new overhead of monthly office space rental, for 2008, I aim to server fewer clients, better. I'll let you know how that goes. ;-)

Apogee Tags: business suites, columbia md, maryland, businessuites, executive office space, furnished offices, executive offices, work from home