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News archives for the week of July 17, 2006

July 20, 2006
Keyword bidding using vertical search engines yields better ROI
Instead of relying entirely on the big players, like Google's AdWords and Yahoo! Search Marketing (formerly known as Overture), business DMers are adding directories like GlobalSpec (engineering), Bitpipe (IT), goWholesale (retailing), ThomasNet (industrial) and Business.com (general business) to their marketing mix. Keyword bidding with vertical search engines often yields a better return on investment, because verticals deliver a more qualified prospect who is more likely to convert to a qualified lead. Keep in mind, though, that there are no free lunches here. Volume is going to be smaller and price per click probably higher. For example, for the term “database software” a No. 1 ad position on Business.com runs $1.25 today and $2.10 on Google.

July 20, 2006
Corporate blogs helping companies and organizations
On Tuesday, July 25th at 12:00 p.m. EDT, Cymfony and Porter Novelli will host a free webinar entitled "Corporate Blog Learnings -- The Discovery Age." Jim Nail, Chief Strategy & Marketing Officer at Cymfony, and Barry Reicherter, Director of Persuasive Technology, Porter Novelli, will present and explore the findings of the recent survey, and discuss ways companies can implement some of these learnings in their blog strategy.

July 19, 2006
Yahoo: "There is nothing wrong or nothing we are upset about"
"We are not monetizing as well and it is costing us a lot of money," Yahoo's Terry Semel said during an interview. Yahoo now doesn't expect its new approach to be completely available until early next year. In May, Yahoo expected to start rolling out the changes in the third quarter and have the entire process completed in the fourth quarter. Semel said Yahoo didn't want to risk a hiccup as advertisers ramped up their spending for the holiday season. "We feel terrific about (the new formula) and know the importance of it," Semel said. "There is nothing wrong or nothing we are upset about."

July 17, 2006
Higher-priced search terms more vulnerable to click fraud
"One of the most interesting findings from Yahoo's 2nd quarter data was the difference between the overall average industry click fraud rate and the click fraud rate for the most expensive search terms," said Tom Cuthbert, president and CEO of Click Forensics, LLC. “For the first time, we have industry data that clearly shows what many have expected – organizations purchasing higher-priced search terms are significantly more vulnerable to click fraud.”