After a year’s delay, Microsoft adCenter will start to power the PPC results on Yahoo UK in Q2 of 2012. Discussion of its potential for success aside, here are some useful links and an action plan for preparing UK campaigns.

Recap on UK Search Engine Market Shares

Yahoo/Bing face a major battle for market share in the UK – more than in the US. Google holds a dominant 91 percent of searches (Hitwise, 4 weeks to Jan 21st), with Yahoo and Bing at 2.28 percent and 3.83 percent respectively; less than the 4.80 percent of UK searches that take place on Google.com. There are more market share resources in this article.

Unsurprisingly, UK PPC campaigns on Yahoo and Bing receive less love than AdWords, although their combined research states their audiences are 41 percent more likely to convert than the “average” UK searcher.

Step 1: Shorten Your Yahoo Ads by February 1

Yahoo’s Panama system switched to ad lengths similar to Google some time ago – but they’re longer than those on adCenter. All new or modified ads on Panama are required to have an ad title of 25 characters (instead of 40) or less, and a display URL of a maximum 35 characters on February 1; ready for migration across to adCenter. Descriptions should also be shortened, from a maximum of 71 to 70 characters.

Existing ads that meet these requirements will migrate over to adCenter but will be truncated and paused – so I’d suggest editing all your ads sooner rather than later.

Step 2: Map Your Accounts

You may have accounts that live on Panama which are not on adCenter – take some time to compare and see which need migrating across, or what’s already in place. If you have a Yahoo or MSN rep, they’ll help with this process.

Best practice is to keep your adCenter account and build it out – not replace it by transferring over a larger Yahoo account; the systems are different.

Step 3: Know the Differences Between Panama and adCenter

The two systems work differently. This webinar explains how on the Search Alliance website – watch from 10:30 minutes onwards. There’s also a comparison guide.

You can view training videos as well and study for the adCenter exam.

Step 4: Allocate Time to Adjust, Expand Campaigns

After reviewing the above steps, there are several areas of your campaigns you will need to work on, including:

• Editing copy and display URLs 
• Expanding keywords 
• Reviewing negatives and the levels they are applied at 
• Adjusting match types 
• Adjusting geo-targeting 
• Reviewing dynamic insertion parameters

Consider spending time on campaigns already live on adCenter, too, as there may be keyword variations searched for on Yahoo than never had searches on Bing, and aren’t currently in your adCenter account.

There might be an opportunity here to improve targeting – adCenter has more granular targeting options than Panama down to city or metro areas, as well as region and country levels.

Step 5: Adjust Your Bid, Budget Strategy

AdCenter has higher minimum bids – £0.05 compared to £0.01 – and requires you to set a monthly budget (unlike Panama); you’ll need to incorporate this change into your workflow going forward.

Step 6: Review Your Landing Pages

This is always best practice – review your pages against the keywords driving traffic to them: are the keywords in the page, and is the content relevant? This is factored into rankings.

Step 7: Manage Expectations

Some U.S. accounts saw increases in performance post-transition; others saw the opposite. So communicate that there is a change coming and the waters may be choppy; not just because of the migration of accounts, but because of consumers seeing different ads and performance changing.

Watching Brief

Following the above steps, working closely with your search engine reps and maintain a watching brief should put you in a good position to cope with the change.

 @DuncanParry

More info here…

Well done everyone!

Leon Wong, Paid Search Strategist, Steak

We know what you’re thinking: How can I spend more time on social networks?  Surely that question was buzzing around the Googleplex this year, as the internet monolith prepped for its fourth foray into social networking. The result was something – regardless of Google+ success – that will forever up the bar in social networking tools (a la Circles, Hangouts and Sparks) – and more importantly, monetize social data.

With more than 10 million users in its first two weeks, and  more than 20 million in its first three, Google+ may accumulate over 3 percent of Facebook’s 750 million users in its first month by the end of July. Sure, one month is a blip when testing massive roll outs like a social network, but it’s a sign that – after many tries – Google may finally have its star in social.

As search marketers, we often need to figure out consumer’s intentions (don’t ask us about the guy on the corner though).  Now we’re taking our lens to Google’s to determine its intentions with its social arm, its implications on the public – and of course, on search.

Here to shed light on Google+ is Steak’s paid search strategist Leon Wong. With three years of search marketing experience with Fortune 500 clients, Wong shares his thoughts after touring what could reinvent online sharing, if not social networking altogether.

Google...plus you.

What’s in a Name?

As confusing as Google Plus sounds, the idea is quite simple. The search giant’s latest effort to integrate social media with search may be the next big thing – or perhaps, a revisit. Google Buzz, the predecessor of Google Plus, launched in February only to halt over complaints of security concerns and information leaks.  Since then, the buzz around Google’s social media was crickets – until now.

The new and improved social media integration will attempt to dazzle you with a bunch of features, such as the Circles, Instant Upload, Hangout, Huddle and Sparks.  At launch date, this buzz made me want to play in the sandbox with the rest of the exclusive invitees. Now, that elusive “invite” is more common than Lindsay Lohan mug shots.  Google+ is stretching its legs.

Let’s face it: Google has hundreds of millions of users, the vast majority of whom trust the company. Some may believe if they can’t find something on Google, it probably doesn’t exist.  It’s a wonder, though, how the search king with over $30 billion in annual revenue and 28,000 employees worldwide found itself chasing the coattails of Facebook.

But here we are. Google knows that it must fill the void of marrying people with data: something that if they don’t fill, someone else will — and win the Web, admitted Google insiders.

People love Gmail; they love YouTube; they love search. And now with Circles, Google has fixed something that Facebook unwittingly failed to do. Instead of mashing all your contacts into a single feed, you can now organize your contacts into a hierarchy.  It allows you to “follow” people, not necessarily request them (like Twitter meets the anti-Facebook), so anyone can be in your circles — family, friends, coworkers, hobby groups, even celebrities. You can create a circle of those you don’t know, but want to follow.

The buzz is there, the ‘wow’ factor is there. But the next big question is why now?

Google Plus Features: Circles, Hangouts, Instant Upload, Sparks, Huddle

Data=Dollars

Up till now Google has been an algorithmic company. But they have come to realize – after many failures – that consumer behavior is inherently irrational and can not be anticipated through pure metrics.  At its core this is a data play in that Google wants to understand consumers’ behavior in the here and now, but it also may answer how to monetize social.

If Google can marry its massive search data with its equally massive display data alongside topics that you and your friends like – nicely self-organized by interest – Google can learn your interests based on what your friends have (or want to have), and start presenting hyper- targeted ads against that.

For example, Google knows that I have searched for fly fishing equipment, have viewed fly fishing videos on YouTube, and clicked on display ads related to fly fishing.  That’s the old Google.

The new Google now knows that I have a group of friends that I “circled” as Fly Fishing Buddies.  They saw a “spark” related to fly fishing, and they can now mine my posts about fly fishing.  They can now serve me relevant ads across the web (through their display network and beyond) that are related to fly fishing, providing me specific brands that my friends already purchased, or specific locations where I’ve expressed a desire to fish, etc.

Google has the advertising inventory that Facebook doesn’t have.  Google also has years’ worth of prior search and display data that the recent Facebook-Microsoft Bing alliance doesn’t have.  If Google can convince people that aggregating all this data is not a privacy problem, it could deliver something special.  This is search targeting + contextual targeting + audience targeting + social network targeting.  Viola, instant monetization of social!

Show Them the (Ad) Money

Google+ Sparks, a personal-interest stream feature

Well, I’m sure all the advertisers are curious as to how Google+ will impact search, particularly paid search. While taking the tour, I couldn’t help but notice the Sparks feature. Initially, I thought it was a place for people to meet. However after a few clicks through, I soon realized that it’s actually a search bar, which allows you to look up items of your interest. Google’s algorithm will automatically sort and group articles that it predicts your likes into a drop down menu, and allow you to bookmark your interests.

Having the ability to create a personal space where you could indulge at leisure is very attractive. The bottom line is if there is a place to implement sponsored ads, I will not be surprised to see a few banner or text ads around that area.

The ad value is amplified when you start sharing your articles and bookmarked searches with a specific person, circle, group of circles or the general public that you might find the articles intriguing as well.  Though I can hear the news organizations grumbling already…

More Toys

What about Hangouts, Instant Upload or Huddle?  If these features look familiar, they should: they’re derived from other platforms or social media sites like Facebook. Hangouts will let you virtually hangout with up to 10 contacts via Skype-like video chat, while Instant Upload allows you to upload pictures from your mobile phone “instantly” (duh!). Huddle is just simply a group chat with your friends (well, hello again, AOL chat rooms!).

All of this translates into one goal: to gather social behavior data. By building an integrated platform for you to manage your friends and interactions, Google can now collect information about you and how people interact with you. This type of data can only be harvested from an integrated social media platform – thus Google Plus!

World Domination?

Google+ Circles, a group contact organizer

So the development of Google Plus is not just another one of Google’s plans to take over the world, but rather to own another piece of real estate in the social media space. Creating another channel to collect data and serve relevant ads to a particular group or individual is more logical and the right path for it start breathing down Facebook’s neck, especially considering the cozy partnership Facebook has with Bing. (See Steak’s opinion on the Facebook-Bing partnership, 5/17/11)

After all, paid search is still Google’s bread and butter. It helps the search giant make more than $33 billion dollars in revenue per year. Features such as Circles, Hangout, and Sparks are just few examples of how Google plans to garner user data in this space. Whether Google is trying to steal the social media crown or just simply create a new channel to collect information, I know my Steak comrades and I will be dissecting its every move.  I sure am glad I found that dang invite.

Perhaps they could with real-time bidding (RTB): an auction-based media model that’s driven huge growth for SEM, both for accountability and cost efficiency. RTB gives advertisers more control of their ads and costs, and consumers more targeted display ads.

So how does RTB put more power back into the advertiser’s hands? Instead of buying impressions in bulk, they buy per impression. The caveat? You need more data insight to create targeted ads to enhance both ROI and the consumer experience.

Still fuzzy? Check out the Steak synopsis below. We’ve also included thoughts from a Steak SEM Manager, Charlie Roraback. With six years of digital marketing experience, four of which included rocking the search marketing world. Charlie has hands-on experience implementing search engine marketing campaigns for Fortune 400 clients, and more importantly on today’s topic: bid strategies.

Display Challenges for Search

With the recent rise in RTB and demand side platforms (DSP), display publishers can finally claim that the hallmarks of search – accountability and measurability – are coming to display.  Make way for auction-based economies, real-time dynamic creative assets, and variable-based pricing models.  Yet as display attempts to bridge the divide, the differences between the two channels are still very pronounced.

“Perhaps the biggest challenge will be bridging the gap between interest and intent,” says Roraback, “Display has primarily functioned as interest-based advertising, whose main function was to create ‘interest’ and demand for a product or service. Search has functioned to capture the ‘intent’ of the user.”

Unless display publishers can learn to overcome these challenges, display will continue to remain a secondary channel for response-driven advertising.

Bridging the Gap #1:  Attribution

Search plays in a very binary mode: Either someone clicked on an ad or they didn’t.  But display is more nebulous.  You have both click-through attribution alongside view-through attribution.  While click-through is easily enough to document, click-through-rates (CTR) remain exceedingly low.

And, frankly speaking, view-through has little measurable value.  A user doesn’t even have to scroll down to the bottom of the page.  Yet if an ad is present and the user executes an action, that non-view is still counted as a view-through and is perceived by the display community to have some sort of value.

Bridging the Gap #2:  Measuring Results

Because the search channel (especially pay-per-click, or PPC) is so measurable, you can determine a very exact return on investment (ROI) and manage advertising budget accordingly.  Yet customer acquisition budgets are routinely dwarfed by brand budgets. “Brand awareness” is the biggest unknown to advertisers, for which agencies don’t have the ability or understanding to measure an action.

This is refuge in the unknown; marketers and agencies can gain access to more ad dollars without being held accountable.  Because brand awareness isn’t measurable to an exact ROI, the dollars spent can be much larger than paid search, all in the hopes of achieving some retention or engagement.

“Along with measuring comes optimizing!” says Roraback, “The main challenge is how to optimize for people and behaviors versus prices and pages. For display to truly perform in its new format, media buyers need to better understand how their ad relates to the targeted user (i.e. aligning creative messaging with interests of a particular user).  Display optimizes based on pages and ad sizes, search optimizes based on users, intent, and actions: So how does one translate ‘awareness’ into ‘action’ or ‘engagement’ measurements?”

Bridging the Gap #3: A Disconnect on Value

Due to the auction model, paid search remains the most efficient way to align ad price with its value to an organization.  Yet the only way an advertiser can get bid-based pricing with display is to navigate the world of remnant and inconsequential inventory.  Furthermore, with some CPA (cost per action)-based buys, you have to sacrifice transparency at the site level and deal with limited inventory amounts.  We have yet to see a top-tier advertiser embrace the auction economy.

Roraback agrees. “Many of today’s ad exchanges profit from arbitrage pricing models, where they buy remnant ads at a lower CPM (cost per mile, impression, or “thousand”) and drive the value of the inventory higher by overlaying some third-party data sets onto their audience targeting.”  This sounds pretty sneaky.

“Until more premium inventory becomes available or better transparency is given to the targeting models behind the exchanges, much of the ‘potential’ in the new model will remain unrecognized or under utilized.”

(Note:  We would be Buyer #1 when Yahoo decides to say “hell with it” and makes all its inventory available via auction!  Will it ever happen?  No.  But it sure would shake things up in Sunnyvale!)

In the end, display still represents a solid, worthwhile channel for advertisers to explore.  New tracking and audience targeting tools continue to improve performance across the channel.  But until we see the widespread adoption of performance-based pricing and accountability in display, it will continue to languish as a secondary channel in my marketing plans.

Where search is text-based, display is image-centric.  Where search is purchased on a performance model, display remains largely bought on a CPM.  The list goes on and on.

So, another day, another Google announcement that shakes the foundations of social and search strategies. Or does it? Here are our initial – and I stress initial – thoughts on Google +1. Right now we’re focusing on the search side of this as that’s the initial thrust of Google’s announcement, and where most consumers will encounter this functionality first.

What is Google+1?

Simply put, it’s Google’s equivalent of the Facebook “like” button – a way of saying “I like this” or “I recommend this”. Of course, Google aren’t using the word “like” anywhere in their PR.

Consumers can click it in both paid and natural search results – for the former, advertisers have to add it as an option. It’s very important to note that consumers need to be signed in to a Google account (AdWords, Analytics, Gmail etc) to see the button and click it. We have to wonder how many consumers are aware they have a Google Account as a result of using one of Google’s products – it’s not something Google have historically promoted.

If you are wondering about your own Google Account at this point, see this page and login to see which products Google associates with your login – and edit your Google Profile. Yes, you have a Google Profile too. Which brings to me to where Google+1 “likes” appear.

Your Google Profile

If you have a Google Account, you have a Google profile. It might not be public, you might never have filled it in, but you do. You can check yours here https://profiles.google.com/

When a consumer clicks the +1 button, this recommendation is shown in their public Google profile. As shown by Mashable’s example :

Will this Impact Search Results?

Yes. Google have stated this will affect SEO/natural search rankings. So, if your brand gets lots of +1 clicks, it could boost your position in results as Google views your site as “recommended” and therefore of interest to it’s consumers. No guarantees, as ever with Google.

Of course, there will be companies who try to “game this”. We already seen a brand encourage retweets as part of a competition, for example, on Twitter. Brands and their agencies will need to decide what they can do to encourage these clicks without crossing the line – and of course, Google will continue to develop their algorithm to counter such efforts; no doubt a sudden flurry of +1 clicks will be seen as of less value that a continual steam of them that suggest genuine “recommendations”.

This also means every time you click the +1 button you are effectively working for Google, helping them improve their results.

Paid Search and +1

PPC advertisers can opt to include the button on their ads. UPDATE: Google tell us will be enabled for all PPC adverts if the searcher is logged in. Then, when logged in consumers can click it and their friends (as determined via Google’s Profile system) will see they did so, as show in these two images from Google, where “Brian Walker” clicked to recommend an ad.

Will this Change PPC Quality Score and Rankings?

No. Google have clearly stated that unlike natural search, this won’t be used at the present time to determine rankings etc. No surprise – there’s an even clearer financial gain to gaming this if it did impact QS and therefore CPCs.

UPDATE: Whilst it might not affect Quality Score, it could increase CTRs and therefore have a beneficial advantage in PPC.

Beyond Search

Like Facebook’s “Like” button, Google will offer a version of this for brands to put on their websites – so start putting real estate on your site aside now.

This is when the +1 button will really take off – consumers may not be logged in, ignore it or not know what it is in search results. Engagement rates on features like “block site” and earlier feedback mechanism in search haven’t been high. On the websites of brands they like, however, they are much more likely to click the +1 button.

Big Brands Gain the Most?

One of our initial reactions to this here is that big brands will gain the most. They have the brand awareness, brand search volumes and onsite traffic levels to attract the most clicks via SERPs and more significantly via their websites when they’ve integrated the button – just like with Facebook’s button.

We’ll blog more and speak to our clients direct as we assess this more, but for now, here’s the initial action points we recommend:

1.     Educate your colleagues – they’ll start seeing the button on English language searches soon (send them this blog’s URL!)

2.     Warn your developers you’ll need some screen space in the future – unfortunately, date TBC from Google on the onsite button at the time of writing

3.     Discuss this for PPC with your agency – will your brand be recommended? Will this improve your CTRs – or a competitors to your disadvantage? Will Google’s Profile network actually connects your consumers and their friends? The penetration of Google in the UK at 90%, for example, won’t translate to that sort of penetration into consumer’s friend network via Google Profiles (did you know you could have one until today?) You can opt out – see the end of this post.

4.     Discuss your SEO and Social integration strategy with Steak. This is something we’ve been doing with clients for some time – in fact, we first engaged in the Yahoo Answers for brands awareness and SEO reasons for a client back in 2008. We’ve written about SEO and Social regularly on Search Engine Watch too.

5.     Open a Google Profile, and try this out for yourself – that’s the best way to understand it further.

Conclusion

This will be big – because it’s from Google. The real growth in +1 clicks will be once it’s onsite and not just in SERPs; but for search it is now part of strategies going forward.

In social, this could be the way Google finally manages to attract consumers to it’s social platform – whatever that will look like beyond a Google Profile – but it’s early days. It’s not a Facebook or Twitter killer, that is for sure; if anything, Google will try to be the place your profiles merge and connect across social networks and their product network.

The question is: do you actually want to connect those worlds? We’ll leave that hanging in the air for now…

We’ll post more search and social thoughts as our analysis of this develops.

Sources:

Google’s +1 Announcement
Mashable’s original post

UPDATE: We’ve just had an email from Google UK – sign-up to find out when the onsite button is available here.

UPDATE 2: It’s not opt in for PPC; it’ll be turned on as standard (above edited accordingly). AdWords customers can request an opt out here.

In January, Google introduced a useful addition to AdWords that potentially makes managing negative keywords across multiple campaigns a lot easier. Maybe it was because January is such a busy time of year, but it’s a feature that seems to have passed by many advertisers. Here’s a recap.

What are Negative Keyword Lists?

Simply put, a central place to store master list(s) of negative keywords and apply them to multiple campaigns. This is an improvement on the old way of doing this in AdWords, when you had to laboriously copy and paste negatives between campaigns – a process which can mean copying 1000s of words for a mature campaign that’s been built out over time.

Accessing Negative Keyword Lists

The lists are easy to access. In AdWords, simply click “Control panel and library” on the left of the screen, and select “Negative keyword lists”.

In the example above, you can see that I’ve already got a list in place of 127 keywords applied to 4 campaigns. You can create multiple lists and apply them to different combinations of campaigns. This is useful if you want to apply a master list of negatives to all campaigns, and another, separate list to only a select few – for example if your product range is limited in some regions, but not everywhere.

Creating new lists is easy – just click the “New negative keyword list button”, name the list and paste in the keywords. Of course you’ll need to spend some time consolidating existing lists across campaigns – more on that later – and then you’ll need to apply them to campaigns. That’s where I am afraid AdWords interface design provides something of an obstacle.

Applying Negative Lists to Campaigns

Using this feature, it feels like Google designed it without thinking through the workflow involved for existing campaigns – i.e. most of their customers. Once you have created lists, there’s no easy way to apply them to multiple campaigns. Instead, you have to go into every single campaign and then apply the lists(s) that are relevant to that campaign.

Here’s the process:

1. Click “All online campaigns” on the menu on the left of your screen
2. Click the campaign to apply the list to
3. Click the “Keywords” tab
4. Scroll to the bottom of this screen
5. Click “Negative Keywords”
6. On the right of the inflated lists that appear, click “Keyword Lists”
7. Click “Add”
8. Click “Add” next to the negative keyword list you want to apply
9. Repeat across multiple lists
10. Click “Save”

Unfortunately, you need to repeat these steps for every campaign – there’s no way at the time of writing to select multiple campaigns and apply the same list(s) to them all at once – which would have been a real time saver. There’s no way to apply them to multiple accounts within the same MCC, either, something that would help with enterprise level accounts like national retailers.

Negative Keyword List Deployment Steps

Interface gripes aside, negative keyword lists are a worthwhile addition to any AdWords campaign. Here’s some steps to follow to get the most out of them:

1)     Download your account via AdWords Editor;

2)     Sort the columns in Excel and delete all of the rows and columns with anything other that negative keywords and the keyword type in them;

3)     Use these to plan the lists you need – I’d suggest a “Whole Account” list of terms you’d never, ever want your ads to appear for, and then any more specific lists you need around those you have in AdGroups or only in some campaigns in the download;

4)     Re-arrange the negatives in the download to populate these lists and save them;

5)     Add any additional terms that spring to mind, or you can find via SQRs or keyword tools;

6)     Save the master list(s) and then start adding them via the procedure above;

7)     Update your campaign build out process to include applying these lists to any new campaigns in future.

Negative keyword lists will no doubt become a standard of AdWords campaign management – hopefully Google will improve the interface over time and add support via AdWords Editor and the API, too.

Alex Cohen yesterday wrote about how paid results are increasingly getting clicks at the expense of organic results in “PPC vs. SEO: Paid Search as Your Organic Competitor.”

Today, we’ll look at some of the changes in how we attribute value in SEO, and how we’re increasingly turning to tactics that were previously considered to be the realm of paid search professionals in order to meet client expectations.

Three trends have led this charge:

1.A clear and continuing drop in the value of major generic keywords in natural search (historic data, Google products, use of search).
2.Renewed interest in exactly how the “halo” effect of optimization works and how ROI can be attributed.
3.Speed of results from good optimization.
Drop in Generic Keywords in Natural Search

This has been driven partly by people and partly by the search engines. Check Google Trends for any number of “high volume” generic keywords (car insurance, televisions, loans, dishwashers, handbags, etc.) and you’ll see a consistent trend over the last five years.

While I wouldn’t necessarily put 100 percent faith in the figures, they would reflect a degree of reality from what I see in client campaigns.

Look at searches for [televisions]:

Aside from drop in volumes, the space attributed to natural search results has been quite drastically cut in a number of areas.

Paid search results consistently give three listings at the top of the page now, with sitelinks and product feed results too. They can even push natural search listings below the fold on some screens.

To further complicate matters, there are now many more “products” (e.g., local business results, shopping feed listings) to compete against. In a world where rankings used to really matter, position three is no longer position three.

Renewed Focus on ‘Halo’ Search Traffic

Anyone who has ever optimized their own website will tell you that building links for a certain keyword (e.g., “hamster cage”) will improve your ranking. But these links, as well as URL and branded links, will also improve the overall authority of your site after you get your first number one ranking, making it easier for your site to rank more easily for other keywords.

Attributing this value, however, is actually quite hard unless you’re starting from scratch.

The upshot has been that keyword ranking reports are getting bigger and bigger in order to more clearly show traffic increases as direct results of specific keyword ranking improvements. This isn’t necessarily a bad thing, as long as other metrics like the total number of keywords driving traffic are also considered.

This is in turn moving us toward reports that include so much keyword data that merging PPC and SEO reports at keyword level could become much easier.

It has also meant that the keywords being targeted for SEO are bigger in number. Consider making bigger lists of categorized keywords for SEO a part of your strategy.

SEO Techniques Work Much Quicker Than Ever Before

This can be attributed to a number of factors and developments. But the sheer speed of indexing from Google in particular has undoubtedly been a factor.

On the plus side: small keywords can be targeted more easily, as the results of your activities are that much quicker and more transparent than ever before.

All in all, the keyword research and granular focus of PPC is becoming ever more a part of SEO — and this is no bad thing!

Following its successful rollout in North America, Microsoft and Yahoo are focusing on rolling out the Search Alliance in Europe, starting with natural search results on Yahoo UK.

This move is largely welcome. With a UK market share of less than 10 percent for Yahoo and MSN, it makes more sense to manage campaigns on one interface. Right now, Yahoo staff are being trained on adCenter in preparation for moving their clients’ campaigns over.

Filling in my agency’s response to the European investigation into Google, I had to list a number of features of the AdWords platform. We all know the depth and breadth of development of AdWords outpaced Yahoo (and Overture) and comparative newcomer Microsoft a long time ago.

But where are the beta trials from Redmond? Where are the new initiatives, the new ideas from engineers that will differentiate the adCenter platform from AdWords, raise the revenue per search Microsoft receives, and grow loyalty with advertisers?

Try as I might, I can’t remember the last “big” change or enhancement on adCenter since Microsoft launched a desktop tool similar to AdWords Editor.

Parallel Races

It’s easy to sit outside a company and poke holes at their strategy. Microsoft has lots of intelligent, hard-working people who are pushing their search efforts forward — sometimes despite other people internally, I suspect.

They’ve built a search engine, created a PPC platform, and started to take the fight to Google (but let’s be honest, Yahoo’s been the main loser and Ask was already fading away).

As Bing introduced new features and received attention, Google seemed to wake out of a slumber and started rolling out new features in search results, continued its relentless development of AdWords and, with increasing speed, the development of its display business through DoubleClick.

So the foundations are firmly in place from Microsoft. They’re gaining traffic from their Yahoo deal and their own activities. Bing keeps adding new features.

But where’s the innovation in adCenter? I’m not talking blog posts, research reports, or tools around-the-edge (which they are often good at); I’m talking hardcore, at-the-center innovation that every advertiser, big or small, will be able to use. Things like Google’s sitelinks — self-service, enhancing search results and, crucially from a revenue per search basis, raising CTRs (and often ROI for advertisers — leading to increased budgets).

Several races are happening in parallel here. Market share is one, but there are others (e.g., innovation in PPC, further exploiting the connection between display and search).

Microsoft and Yahoo have strong experience in display and have done some work in this area — but Google is catching up, fast. They may not have the premium level display inventory Yahoo and Microsoft have access to, but with remarketing in AdWords Google has made the sort of retargeting once considered the preserve of the most well-funded advertisers available to all.

Search marketers are adopting this tactic in droves — but only on Google’s platform or through third parties — not adCenter.

What Could Microsoft Do?

So, if I think Microsoft should be innovating more in PPC, what would I suggest? The obvious example, sitelinks, bears some thinking about.

Sitelinks undoubtedly offer convenient ways for site owners to channel consumers into the right section of a site following a one-word brand search or ambiguous generic. The format and mechanics could be different — sitelinks can be improved in terms of reporting data and control over which links are shown.

Is this copying an idea and developing it further? Yes. After all, Google wasn’t the first PPC engine — they took the idea and added engineering rocket fuel.

Several other areas spring to mind — things Google is already doing, but not always that well: local information in PPC ads, incorporating feeds to enhance PPC ads (more control of which products display for which searches would be a start), and the ability to buy non-premium display inventory via adCenter for retargeting.

There are probably much better ideas out there, not to mention the ones bubbling away in the heads of engineers at Microsoft.

Do I feel Microsoft is distracted by the challenge of onboarding an increased volume of traffic, new advertisers, and training Yahoo!’s staff? Yes.

Do I hope we’ll see a burst of innovation on adCenter afterward? Yes.

But underlying concern is it’ll be too late — Google will have moved ahead in all these races, and there will be new ones opening up that adCenter won’t be equipped to enter. That will be bad for all of us in search — especially those of us in a market where Google already dominates 90 percent of searches.

Our task is to help raise awareness of the MOO brand and its range of innovative personalised print products and accessories through targeted display campaigns and to drive a high volume of quality traffic to MOO through paid search.

Paul Lewis, Head of Marketing at MOO comments, “We’re excited to be working with Steak; we feel that their energy and passion, as well as their understanding of driving efficient results, is a great fit with MOO as we look to accelerate global growth”.

Phil Burgess, Client Service Director at Steak adds, “MOO is one of those brands that you can’t help falling in love with a little bit, because it mixes traditional skills such as print and makes it personal and accessible to everyone via the web. We’re looking forward to working with them across multiple territories and utilising the Steak network to deliver sales”.

MOO, founded in 2004, combines the values of professional design with the accessibility and reach of the Internet.  With the patent-pending ‘Printfinity’ technology, MOO helps its customers to showcase their business or brand, their products or personality, by printing a different image on every card in a pack.  MOO has raised over US $5M in venture capital from the Accelerator Group, Index Ventures and Atlas Venture – the investors behind Skype, Betfair, Lovefilm, Last.fm and MySQL.  MOO’s customer base extends to 180 countries, and has a 75% NetPromoter rating.

Press Coverage:

Campaign

Brand Republic

Media Week

Marketing Magazine

The search industry never stops. From AltaVista to Google, and GoToast to Search Ignite, the fortunes of companies and technologies evolve over time.

I was reminded of this recently when training new hires. They’d never head of names like AltaVista, Excite, Lycos, etc. — companies that defined the search space less than 10 years ago.

So, how do you keep up to date?

Ignore the Noise

It’s important to recognize that there are many, many blogs and articles published about search every day — and many more “experts” on forums and Twitter and in Facebook and LinkedIn groups.

You can ignore most of them. The ability of the search industry to report on, discuss, analyze, argue about, and regurgitate a fact until it has been distorted out of all proportion and attained myth-like status is legendary. There’s a lot of noise — so you need to spend your limited time on sites that are credible and, most importantly, correct.

It’s also important to note that the search engines are no longer search companies — they offer much broader product lines; so you will need to keep up to date on developments in all their products, too, as search is often integrated into them (and paid search revenues pay for them).

Select an RSS Reader

I can’t think of an industry news site that doesn’t have an RSS feed — so choosing a good reader is crucial. There are many available. I use Google Reader to collate and organize feeds by topic in folders as it’s tied to my Google login and easy to use on any computer, iPad, or mobile.

I often use Feedly linked to Google Reader as it offers a slicker interface that feels closer to a magazine. Another bonus of Google Reader is that you can add any URL to it — not just RSS feeds — and Reader will monitor the page for changes and present them as if a feed has updated.

Many sites offer several feeds — follow those most relevant to your area of work and interests; it’s easy to overload yourself with feeds and find you have more than 100 articles to wade through every morning. Pretty soon you’ll find you’re too busy to bother, and end up reading nothing.

Keep an Eye on the Mainstream Press

Sometimes announcements by the search engines receive mainstream coverage — or a story breaks about a negative issue, like the recent Google Street View privacy coverage. Add the technology sections of mainstream sites like the New York Times, USA Today, BBC News, etc., to your reader to ensure you know the stories your clients (and their bosses) are reading over their breakfast.

Digital Overall

To keep any eye on the wider industry I follow a few key sites — Mashable, The Next Web, Robert Scoble, John Battelle’s Search Blog, and Econsultancy, to name a few.

The Search Stalwarts

There are a few search-focused sites that are must-reads. Search Engine Watch and Search Engine Land are the two heavyweights; I receive their newsletters every morning as well as follow their feeds; they provide a summary of the most important search news and topics. Search Engine Roundtable is also important and often have details of new Google tests or rumors with some basis to them as reported on other sites or forums.

There are of course many other digital industry and search sites — the above sites link to good sources as they cover stories, helping you find other sources.

Don’t Forget To Cull

One last piece of advice: don’t forget to delete feeds. Over time, sites change editor, or their focus shifts or their writing declines in quality. So when a site seems to publish nothing of interest, delete it — your time is precious.