In an open letter to the Department of Justice, the American Association of Advertising Agencies is stressing the benefits of Yahoo! and Microsoft\u2019s proposal to join their technologies and search platforms.\u00a0 They state that a healthy and competitive market for search is crucial to the future of the internet and that combining the two search engines will create that necessary competition.\u00a0 The AAAA urges the DOJ to bring their antitrust review to a conclusion as soon as possible.<\/p>\n
Yahoo! has announced that their paid inclusion program, both the \u201cSearch Submit Basic\u201d program that charged an annual fee per URL and the \u201cSearch Submit Pro\u201d cost-per-click program will be ending as of December 31, 2009.\u00a0 There has been controversy in the past regarding the paid inclusion program because some believe including paid ads in an organic search makes the results biased.\u00a0 Yahoo! states that they are focusing on improving other core areas of the search experience and that they will provide those advertisers affected by the decision a sufficient lead time to assist in the transition.<\/p>\n
Google has announced a new set of Analytics features to make it more powerful, flexible, and intelligent than ever before.\u00a0 These include adding the latest power features, enhancing two of the tools that organizations use to adapt and customize Google Analytics, and creating a tool that can tell you what to pay attention to.<\/p>\n
Two new types of engagement goals allow advertisers to track time on site and pages per visit, defining up to 20 goals per profile.\u00a0 Mobile reporting has expanded with the ability to track mobile apps and websites.\u00a0 Advanced filters allow for far more advanced analysis, giving you the resources to track things such as the revenue that comes from certain cities and keyword combination.\u00a0 You can now use Custom Variables to define and track visitors according to visitor attributes, session attributes, and by page-level attributes.\u00a0 And a new feature called Analytics Intelligence will alert you of significant changes in the data patterns of your site metrics and dimensions over daily, weekly and monthly periods.\u00a0 This allows you to focus on taking action rather than figuring out what needs to be done.<\/p>\n
A recent study done by Dynamic Logic looking at the highest and lowest performers from their database of over 17,000 online advertisements revealed that it is creative factors that create better brand awareness, ad recall, and purchase intent.\u00a0 These creative factors are things such as persistent branding, bold calls to action, and human faces, not over-targeted and high profile ad placements.<\/p>\n
The online ad research group has found that creative quality is 50 to 75% responsible for a campaign\u2019s success or failure; however, advertisers still spend most of their time trying to optimize and measure campaigns, letting a large percentage of creative fall short of its potential.\u00a0 Advertisers get sucked in to the complex technology and tracking of online advertising and focus on their delivery systems for their ads.\u00a0 But to put it bluntly, Scott Briskman, executive creative director of Agency.com states, \u201cIt doesn\u2019t matter how good your delivery system is if the creative sucks\u201d.<\/p>\n
By- Jessica Manganello<\/em><\/p>\n Paid Search Staff Sources:<\/strong><\/p>\n http:\/\/www2.aaaa.org\/news\/bulletins\/Documents\/101909_searchletter.pdf<\/a> In this week’s industry update, AAAA vouches for the Yahoo-Microsoft deal, Yahoo ends its paid inclusion program, Google Analytics get an update, and more.<\/p>\n","protected":false},"author":2,"featured_media":21109,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[],"tax_19014":[],"acf":[],"yoast_head":"\n
\n<\/em><\/p>\n
\nhttp:\/\/searchengineland.com\/yahoo-to-drop-paid-inclusion-program-27852<\/a>
\nhttp:\/\/analytics.blogspot.com\/2009\/10\/google-analytics-now-more-powerful.html <\/a>
\nhttp:\/\/adage.com\/digital\/article?article_id=139795<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"