All About Content

Mazda to Consumers: Go Google Pontiac

Posted by Melanie Phung on Saturday, February 11, 2006 at 10:23 am

Over a WebProWorld, it’s been reported that Mazda’s marketing people have taken advantage of the search-savvy Pontiac commercial with a rather crafty strategy of their own.

Mazda is buying PPC ads for the keyword “Pontiac” and inviting a comparison between Pontiac and Mazda. They are riding the coat tails of Pontiac’s SEM spending, since the latter is encouraging everyone to google them (If I’m using it as a verb, it’s lower case, right?). The organic positions are still held by Pontiac-related sites though, and the price of those PPC ads will go up as the two car makers jockey for top position. So while Mazda’s strategy is very clever, it’s not likely to yield them a huge amount of free or low-CPA traffic.

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Category: Contextual Ads,Google,search marketing

Click Fraud a Thorn in GOOG’s Side

Posted by Melanie Phung on Tuesday, January 3, 2006 at 11:22 am

Om Malik, senior writer at the magazine Business 2.0, predicts 2006 is going to present challenges to Google’s AdSense program. Click fraud, which some in the industry are estimating to be 30%, especially is going to become a major issue. AdSense is at the core of GOOG’s advertising business, so major setbacks are going to make investors unhappy.

Read How Click Fraud Could Swallow the Internet in the current issue of Wired Magazine.

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Category: Contextual Ads

New Strategies for Yahoo Advertising

Posted by Melanie Phung on Thursday, December 29, 2005 at 11:02 pm

Red Herring has an interesting article about Yahoo’s attempts to catch up in a market it helped to create: contextual online advertising. For example, Yahoo is actively reaching out to bloggers by giving them more control over what ads their readers see.

Yahoo needs more than innovative products; the proverbial middle child needs to step up its PR. As the article points out, “In many cases, Yahoo managed to launch key products before its rival [Google], which is located just a few miles away in Mountain View, California. But the media and the blogging communities have overlooked Yahoo’s innovation as soon as the search giant launches the same service.”

Aside: Something interesting that caught my attention about the Red Herring article doesn’t have anything to do with Yahoo advertising. It’s that the URL they use to point to it reads:

But stripping away the stuff after the numerical article ID takes you to the same page no problem:

In fact, just adding gibberish to the end of the URL doesn’t break anything either. So it looks to me like Red Herring is just stuffing keywords into URLs for SEO purposes.

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Category: Contextual Ads

AdSense and Dollar Sensibility

Posted by Melanie Phung on Wednesday, December 7, 2005 at 9:59 pm

Yahoo Publisher Network (beta), Yahoo’s challenge to Google AdSense, has been generating some positive buzz among publishers. Participation in the program was by invitation only, but they’re taking applications now.

Apparently the difference in per-click payouts is large enough to outweigh lower click-through rates (according to one publisher I asked, income is up 40%-60%!)

That, plus some recent grumbles that AdSense ads are becoming less targeted and relevant to publishers’ sites, might result in a sizable migration. I have to admit that I grow increasingly puzzled by the AdSense advertisements showing up on many sites, this one included.

AdSense losing customers to YPN is significant because analysts estimate that search advertising in the United States could grow nearly 80% in the next five years to $7.5 billion.

Hope we publishers are going to see some of that come over our way.

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Category: Contextual Ads,Monetizing,Navel-Gazing

Advertise On This Site

Posted by Melanie Phung on Sunday, November 20, 2005 at 7:21 pm

Check out what’s new at Google AdSense. OnSite Advertiser Sign Up is described thus:

Your content is valuable. And starting within the next two weeks, advertisers will be able to bid for placement on your site right from your web pages. With Onsite Advertiser Sign-up, a new feature of AdSense, your AdSense ad units will display an ‘Advertise on this site’ link that takes interested advertisers to a page which you can tailor for your business.

Please note: If you’re already displaying AdSense on your site, you’ll have to opt out of this new program.

But that’s not all. Google is going full out with its advertising programs. It has created a referral program for AdSense publishers to recruit new publishers: When someone who clicked on one of your referral buttons reaches $100 in AdSense commissions, Google will pay you $100 too.

Recommended reading:

For homework, go through these articles and identify everything I’m doing wrong with this blog.

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Category: Contextual Ads,Monetizing,Navel-Gazing