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September 10, 2008

September 10, 2008

Click or No Click, Google Says Paid Search Pays

Position matters in paid search, according to Google.

The search engine released findings of custom research performed by Millward Brown on its behalf. And Sprint was the guinea pig in this project.

The goal was to determine the value of an impression beyond the click, measure the impact of paid search ads, and find out how much search placement matters.

Brand recall was greater in the top-sponsored position, and was reduced in lower positions, the study found. You don't even need a click to increase branding. "When you get a search impression, it's free," a tech commerce marketing manager at Google told me. "It's an expanded way to use search in strategy."

The research reinforced a conversation I had with another Google executive. In a recent interview, Google Analytics Evangelist Avinash Kaushik, said on any given day Google is conducting around 150 to 200 experiments worldwide. To hear about the study and how the team tested search engine results pages (SERP) with sponsored links from Sprint high on the page, or not there at all, is just another example of how the Google continues to tune its engine.

Posted by Enid Burns at 3:11 PM | Permalink | Comments (0)

Brightcove to Drive German Video Network

Video technology platform Brightcove has partnered with OMS, a German online sales and marketing network for regional newspapers, to create an ad-supported online video network for its member publishers.

The network will feature content licensed by OMS from third parties, alongside video published by the regional newspapers themselves. Ad sales will be handled by OMS.

Speaking with ClickZ News, OMS Media Consultant Kim Kriegers said, "The German online video market is still very fragmented in terms of reach, content quality and technical standardization. With this deal, OMS is trying to address these problems to make the market more attractive and efficient for advertisers."

After the video platform has been rolled out across the network's 60 sites, Kriegers expects it to serve in excess of 10 million streams a month, attracting existing OMS advertisers, as well as traditional TV advertisers looking to cut back on ad spend. Together, the network sites reach around 9 million unique visitors each month.

Targeting possibilities for the platform will be limited to content categories, or channels, such as national news, sports, and entertainment.

Posted by Jack Marshall at 12:38 PM | Permalink | Comments (0)

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