There was a lively discussion at a E-consultancy's recent roundtable about paid search marketing, with much of the talk predictably focusing on new services and policies from Google.
One particularly hot topic was the potential impact of Google Suggest on searchers’ behaviour from a marketer's perspective - something we've discussed before.
Those around the table reckoned it was likely to diminish the opportunity to target misspelled keywords in searches, but could attract more traffic to sites with generic brands as their URLs.
But the tool's potential impact on the long tail of keywords was less clear - will it prompt some users to choose shorter but better-worded searches from its suggestions, while others end up selecting longer and more detailed ones?
It will be interesting to see how big an impact Google Suggest has on PPC and SEO in the long run, especially in light of apparent increases in navigational search and other new launches such as Google's Chrome browser.
Meanwhile, we have just started work on our first PPC Bid Management Technologies Buyer’s Guide, which will nicely complement our Search Engine Marketing Buyer’s Guide (which is more focused on the search agency picture).
As such, we have asked the following companies / technologies to submit profiles... do let us know if you think anyone is missing (PS - proprietary bid management technology is a key requirement): Advertising.com (AdLearn), Atlas Search, td Searchware 4, ChannelAdvisor, Coremetrics, dc storm, Dart Search, Efficient Frontier, Kenshoo, Greelight (AdApt), MakeMeTop, Omniture SearchCenter, SearchForce and WebTrends.
Further reading:
Paid Search Roundtable Briefing 2008
Posted 09 October 2008 09:49am by Richard Maven with 4 comments
Topics: Search Marketing - Organic/Natural (SEO), Search Marketing - Paid (PPC)
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Graham Charlton
Online Advertising
9 October 2008 19:59PM
Sure it will have an impact on misspelled words, but what marketer bases the majority of his or her website marketing on misspelled keywords?
9 October 2008 21:00PM
I think it will increase the volumes and CPC of the most generics terms, thus making more money for Google. Just had a look on Google.com which already uses suggestions; if you type in "loan", it gives a list of loan related terms. If I was intending to write "loan rates", would I be tempted to navigate to the first word which is in fact "loans"? Probably as it ALSO shows the number of related items 186,000,000 associated with each keyterm, further increasing the propensity to click through?
10 October 2008 01:47AM
Hi Richard,
Big fan of your blog.
We have not received any request for profile.
Is it possible that you can give us your email address so we can communicate.
Thanks.
Lawson
31 October 2008 16:27PM
Hi Richard,
I would like to connect and have you include Kenshoo Search. Kenshoo has their own proprietary bid management system along with many other proprietary features that make it (IMHO) the most advanced SEM platform available.
Thanks,
Geoff
geoffrey.shenk@kenshoo.com