Thursday, April 17, 2008
  • Tameka Kee, April 17, 2008, 2:45 PM
  • Yahoo's Latest Click Fraud Suit Information Week

    Yahoo may have partnered with ClickForensics to combat click fraud, but that doesn't change the fact that some advertisers still feel like they got short-changed on fraudulent clicks in the past. Case in point, Bigreds.com's new $1 million click fraud lawsuit against the Web giant.

    The collectibles e-tailer is suing Yahoo for bad traffic it allegedly paid for between 2002 and 2005. Bigreds.com spent some $900,000 with Yahoo (which was operating as Overture at the time) and said that a majority of the clicks came from affiliate Web sites that actually got revenue kickbacks from the Web giant ...Read the whole story...

  • Need Some New Keywords? Do Thorough Site ReviewPPC Hero

    So you've reviewed your site's query and conversion reports, and tried all the keyword research tools--have you exhausted all of your options for sourcing new keywords? Not until you've done a thorough site review--with a particular focus on the deeper pages, says Joe Kerschbaum.

    Your FAQ pages can offer insight into long-tail keywords that customers may be navigating to, and provide a good source for PPC ad copy. News update and press pages can also offer new keywords, since if your company is appearing at an upcoming conference, you can snag searchers with "PPC summit [company name]" queries, ...Read the whole story...

  • 20 Questions With Google Search Guru Udi Manber Popular Mechanics

    Udi Manber, Google's vice president of engineering, got served 20 questions by Popular Mechanics' Glenn Derene, ranging from digs about how social media and personalization affect search, to how the giant views potential upstarts and competitors.

    Manber said that Google's focus on improving the relevance and speed of core search is what keeps it one step ahead of social, semantic and other non-core search innovators. "Last year we made over 450 improvements to the algorithm," Manber said.

    And while Manber acknowledged that input from a searcher's closest friends might make a given search more accurate, it ...Read the whole story...

  • Coping With Increasingly Crowded PPC Market Search Marketing Sage

    Industry analysts are pegging search as one of the few ad models that will be able to ride out the recession--which means search marketers might want to prep for a more crowded market as other advertisers jump on the bandwagon. But Kaitland Smeland says that there are ways to cut through the imminent marketplace clutter.

    First, prep for inflated bids as newcomers jump into the market and blind bid on broad terms for top placement from the onset. Smeland says to invest more heavily in less expensive, more specific keywords that may garner less traffic--but higher conversions.

    ...Read the whole story...

  • (Yahoo's) IndexTools Is Now Free VisualRevenue

    As predicted, Yahoo's purchase of IndexTools has set the Web analytics suite free. The free platform will only be accessible to current IndexTools clients and partners, but Yahoo plans to make it more widespread after the initial months of employee and technology integration--and preparation for a full-scale product update and rollout.

    Current IndexTools clients must sign a new, Yahoo-approved service agreement to continue their use of the product. Dennis Mortensen, IndexTools' COO, added that news about the firm's bid management and marketing dashboard platforms would be forthcoming as well.Read the whole story...