|Google delivering metasearch - a move ahead for AdWords?|
A hint of things in the wind for Google AdWords came when on Aug.14th, as the Google forum reached 50,000 posts, GoogleGuy posted in this thread [webmasterworld.com]:
|I noticed that the Google forum just passed 50K posts. How do people feel about splitting it out a little bit--maybe into advertising vs. all else? What do other people think? |
It stands to reason that monetization is an issue, and with banner ads and popups not an option, along with the apparent determination to keep the search results high quality and free of commercial bias, AdWords is the likely avenue for increased revenue stream.
Reported in an article at Pandia about Google's deal with Infospace, Google delivers metasearch results [pandia.com]:
Someone at Google got the brilliant idea that they could deliver search results to metasearch engines as a part of a larger package that also includes Google text ads. Make them pay!
And so they did. One of the major metasearch companies in the World, Infospace, has now been allowed to include Google listings in their metasearch results, which -- ultimately -- may make their metasearch sites more popular. They will also include Google text ads.
It looks like Google search could be a strong point of leverage, compared with what's generally used for backfill, to move AdWords into a place of being heavy duty competition for Overture.
As NFFC posted on Sept. 2nd in Original Google Adwords CPM Kaput! [webmasterworld.com], with AdWords going all PPC after Sept. 31st, and on Sept. 5th, Slud reporting in this post [webmasterworld.com] that he'd very briefly seen what appeared to be an AdWords bulk upload/download feature, it's looking like all the ducks are beginning to line up.
This all has me wondering how different the PPC picture will be a year from now, both with cost comparison and market share, and what can be done to take advantage of the few days that are left with the current AdWords setup.
Makes sense. Google has been ( and still is ) on top of their game when it comes to analyzing the search market, and staying with (publically speaking) ethical bounds of doing business - thus gaining favor with both marketers, search buffs, and users alike.
Overture, when contrasting their system of advertising with their biggest rival, has a long way to go to catch up - if they can ever hope to compete head to head with Google's Adwords.
That law suit comes back to my mind, about Google infringing on the Overture patent for a PPC engine. It was suggested previously that was a pre emptive strike on the one company that could pose a significant threat to their success.
What happened after that? One by one, Google has gained ground while Overture has let it go.
So in many ways, it makes sense when you have the leading search product going on the web to leverage that to gain insertion for your advertising which is your only (is it their only?) source of revenue.
And INSP would be one more partner Overture lost to Google, if this deal progresses further than it has already.
I think Google's main disadvantage when it comes to PPC is thier lousy setup for agency's. They really need to get their act together to make management easier for people that run multiple accounts.
Overall I think there's room in the industry for both adwords and overture.. No matter how popular google gets there is always going to be SE's that will refuse to do business with a direct competitor.
The competition will be a good thing, but I think it's safe to assume prices will be driven up across the board. Not a bad thing from some people's perspective, since some, within certain sectors, want sites optimized so they can stop paying for PPC. That could tend to increase the demand for SEO in a certain market. I'm already seeing signs of it.
|what can be done to take advantage of the few days that are left with the current AdWords setup. |
The reason I'm asking this is that I basically work on sites and haven't done PPC except to recommend keywords and look at reports and suggest additions or changes for the keywords. The coming change is causing a little furor among some people who consider PPC to costly with too little ROI, and I've had a couple of people write frantically about it.
I haven't been able to find any definite information about whether it's still possible to use AdWords with paying by impression until the 31st, which seems to work better for some and could help narrow some choices about what to do with AdWords in October. It's easy to see what's coming, so I just want to know if it can still be done for a couple of weeks.
With the current setup Google can do with little or no advertising as they have done thus far and steamroll most any other engine. It is a tremendous value proposition to be able to offer pure search that will generate revenue for syndication partners.
You wanna have a search engine, you wanna make some money for it, you can go through the hassle of building and maintaining your own DB and putting Overture above it or you can get it all from Google, in one package, and get paid and not have to do much work. Whadda ya gona do?
Of course YAHOO!, MSN, and AOL with their massive exposure could put FAST or some other engine on the map, but even Microsoft with MSN, IMHO can do nothing to stop Google from rolling unles they were to block access to Google at the browser level. They certainly can't beat Google with Ink and L$.
Now what if Google threw together a browser that integrated Google search? Then who's got the advantage? Make it free, put a link to it on the Google homepage. With people buying computers less frequently, MSFT loses the opportunity to force their stuff down your throat to an extent. Google quality, virtually unlimited publicity and promotion vs MSFT $$$. The battle for the net could be just beginning.