Tuesday, August 21, 2007
  • Laurie Petersen, August 21, 2007, 2:00 PM
  • SES Coverage RoundupSearch Engine Land

    Barry Schwartz provides the roundup of links to other coverage of day one of SES: San Jose.Read the whole story...

  • The Role of Search In Branding StepForth SEO Blog

    Ross Dunn covers a session from SES San Jose on how search integrates with brand. Yahoo's Kelly Graziadei said Yahoo is testing various forms of universal search within results. For instance, a search on "Transformers" includes 10 organic rankings preceded by a graphic teaser for the movie trailer, reviews and show times.

    Scott Linzer, director of search marketing at Universal McCann, noted that taking the trouble to create locally targeted campaigns yields better results than a national approach. Lots more in this post from the session.Read the whole story...

  • Google's Pro-Active Click Fraud MeasureMarketing Pilgrim

    Jordan McCollum blogs about Google's China expansion and its new Ad Traffic Quality Resource Center designed to help AdWords advertisers report and avoid bad clicks -- as well as communicate with advertisers about click fraud.

    The post gets into how Google illustrates the subject visually. Google states that it automatically compensates for virtually all click fraud by using a click fraud rate it knows is too high. By creating "false positives" in click fraud, Google ensures that advertisers aren't overcharged. Google refers to this as "proactively detecting" click fraud.Read the whole story...

  • MSN Extends Its Contextual AdsSEOmoz

    Natala Menezes of MSN AdCenter announced on an SES panel that MSN will be offering contextual advertising for advertisers on the Microsoft AdCenter platform on many MSN properties that were previously available only to large advertisers. The ROI and quality are expected to be very high. Microsoft will turn on content network advertising by default. So advertisers using AdCenter today for a search term will automatically be included in ads on the content network after next Wednesday.

    This post starts off with an in-depth dive into several PPC case studies.Read the whole story...

  • Google, Yahoo Favorite Online Brands WebProNews

    Google and Yahoo are the favorite online brands for consumers, while young adults like MySpace just as much, reports JupiterResearch. The report took into account age, gender, online buying habits, and attitudes toward online marketing and other brands.

    The implication is that marketers doing co-branded campaigns or deep sponsorships with these brands should be able to fine-tune them for audience affinities, said David Card, vice president and research director at Jupiter Research.Read the whole story...