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Google Checkout icon - great for paid search optimisation?

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Subject:  Google Checkout icon - great for paid search optimisation? Ashley Friedlein - Favourite
Author:   Ashley :   view profile | all posts by this author | add to favourites
Date:   16:53:47 15 November 2007
 
Earlier this year I posted an article in our blog titled Google Checkout – a paid search optimisation tactic? and I wondered whether anyone had further evidence or experience about how powerful it is to have the icon there to increase click through rates (and therefore reduce click costs / increase ROI)?

I came across an interesting variant on this approach just now when searching on 'internet marketing' on Google (http://www.google.co.uk/search?hl=en&rlz=1B3GGGL_enGB225GB225&q=internet+marketing&btnG=Search&meta=cr%3DcountryUK%7CcountryGB)

Can you see the eBrandz.uk.com paid ad with the Google Checkout icon on it?

And yet if you visit their site I can't find a checkout in sight. They sell search services, not goods.

Surely this is a (cunning) misuse of the icon to drive click through (and also therefore reduce click costs)?

Are Google policing this kind of thing? If not, we might as well all have the lovely icon there...? At least we have a checkout...

Ashley Friedlein
CEO
E-consultancy.com
 
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