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With All the $$$ Ask.com is spending on TV Ads, might it make sense to do PPC

Might it make sense to do PPC for "search engine(s)"

   
3:55 am on May 17, 2006 (gmt 0)

WebmasterWorld Administrator skibum is a WebmasterWorld Top Contributor of All Time 10+ Year Member



Overture shows 669,855 searches for "search engine" and Ask doesn't even show up in the top-30 organic results on G. Buy "search engine(s)" on broad match in Google, MSN & Yahoo and maybe it would help gain some traction.... There seems to be a lot of demand among people who turn to search to find a search engine....:)
1:51 pm on May 18, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Ask doesn't even show up in the top-30 organic results on G

Perhaps they should add the phrase 'Search Engine' to their <title> tag?

<h1>Search Engine</h1> wouldn't hurt either :-)

2:06 pm on May 18, 2006 (gmt 0)

WebmasterWorld Senior Member sem4u is a WebmasterWorld Top Contributor of All Time 10+ Year Member



Broad match?

Well don't forget to use negative keywords...

-marketing
-optimization

etc.

I always wonder why people type 'search engine' into a search engine. Haven't they already found one? ;)

2:15 pm on May 18, 2006 (gmt 0)

WebmasterWorld Senior Member whoisgregg is a WebmasterWorld Top Contributor of All Time 10+ Year Member



People also look for new web browsers, new computers, and new ISPs into a search engine (all of which they must already have access to in order to use the search engine). Just because you have all those pieces doesn't mean you are content with them. :)
2:40 pm on May 18, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



I always wonder why people type 'search engine' into a search engine. Haven't they already found one? ;)

I've shopped for televisions using my television before. :)

2:58 pm on May 18, 2006 (gmt 0)

WebmasterWorld Senior Member sem4u is a WebmasterWorld Top Contributor of All Time 10+ Year Member



OK, OK...well I have never done it :)
4:30 pm on May 18, 2006 (gmt 0)

WebmasterWorld Administrator skibum is a WebmasterWorld Top Contributor of All Time 10+ Year Member



Perhaps they should add the phrase 'Search Engine' to their <title> tag?

Something even more obvious that might give them a nice boost! Sometimes it seems to take the engines a while to get around to SEO or thinking about promoting themselves when people search for their own web properties or info on them.

4:57 pm on May 18, 2006 (gmt 0)

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Here's a deal, Ask: give me a top 5 ranking for a two word phrase of my choice and I'll give you site-wide outbounds with "search engine" in the anchor text.
6:39 pm on May 18, 2006 (gmt 0)

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The bottom line is that ask needs a new CEO who has more technology experience.
7:02 pm on May 18, 2006 (gmt 0)

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I guess some Marketing guys would not hurt either :-)
9:37 pm on May 18, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Overture shows 669,855 searches for "search engine" and Ask doesn't even show up in the top-30 organic results on G. Buy "search engine(s)" on broad match in Google, MSN & Yahoo and maybe it would help gain some traction.... There seems to be a lot of demand among people who turn to search to find a search engine....:)

TV is good for branding, as are ads on buses, signposts, and so forth. PPC is not. I think Ask is doing the right thing not using PPC. Arguably, they don't want to subsidize their competitors.

10:32 pm on May 18, 2006 (gmt 0)

WebmasterWorld Administrator skibum is a WebmasterWorld Top Contributor of All Time 10+ Year Member



Has any search engine been built through a branding campaign? MSN threw a fortune at offline ads a while ago and they are losing market share.

It's not like branding consumer packaged goods where if you see enough commercials for something you might be inclined to buy it the next time you walk down the aisle at the grocery store. Chances are whatver you see advertised you will run across in the store. Unless you go out and actively look for Ask or go to Ask.com you may never come across it in the course of everyday life.

Ask can advertise on all the traditional media outlets they want but there is nothing like being there when someone is looking for what they have to offer. Branding could of course help to reinforce it.

12:41 am on May 19, 2006 (gmt 0)

WebmasterWorld Senior Member vincevincevince is a WebmasterWorld Top Contributor of All Time 10+ Year Member



Searching for 'search engine' on ask gives interesting and somewhat biased results. Little wonder they don't have much consumer confidence. Next, try searching for 'best search engine' ;)

I have a suspicion that their competitors would not take kindly to Ask starting PPC for 'search engine'. I might be wrong.

7:38 am on May 19, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Eh, Ask does have some branding issues, especially with the younger crowd. When I was doing a project in high school (around 5-6 years ago), everyone said 'go to askjeeves to search'. It was just the thing to do for us teenagers. We didn't really know about Google and Yahoo merely a portal. Now when a teen is asked to do projects, they say 'go to google'.

Perhaps the SERPs do have something to do with it (which I'm sure it does), but branding is a major issue as well. A lot of people who aren't computer sauve wouldn't know any better if the results completely stunk (or rather, they wouldn't know anywhere else better). They either go to the last place they've heard of (which could be a commercial) or a place their friend told them. And right now it's Googling.

8:32 pm on May 19, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Hmmm ... As AskJeeves, Ask relied heavily on branding -- certainly, the butler and the "type a question" feature were key to the brand image.

While not (totally) a search engine, one could argue Y!'s "life engine" campaign was an example of (re)branding.

6:01 pm on May 21, 2006 (gmt 0)

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Why in the hell would you search for "search engine(s) on a search engine?
5:21 am on May 22, 2006 (gmt 0)

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For people who doesnt know about Search Engines, they need to tye in to know what it is.

Apart from that a user can type in anything to see whether the resultset gives a correct relevant information or not.

11:41 am on May 23, 2006 (gmt 0)

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Try "#*$!ed out search engine" at Google. :)
6:48 pm on May 23, 2006 (gmt 0)

WebmasterWorld Administrator martinibuster is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month



From my experience piggybacking on a similar campaign, I doubt that search query will generate significant, if any, traffic.

Careerbuilder did the same thing during the superbowl, and gained notice in the news media that they were bidding on terms related to their monkey ads. So I thought, "this is fun, I'll bid on those too and see how much traffic there is."

I created competing ads and actually expanded my campaign to include ads Careerbuilder hadn't thought of yet, and optimized my creatives better than they did, so I'd get an algo bump over them.

About two weeks into it monster.com bought a clue and started advertising on the terms as well. My ads, for awhile, were the top listed ads, listed over careerbuilder's ads.

In order to not spark a bidding war, I had decided to go stealthy, too. I did regional bidding, excluding the city careerbuilder's headquarters was located in, so that their managers would never see my ads and have a coronary. If they had folks in Los Angeles or Madison Avenue doing the actual bidding, they might see it, but the actual careerbuilders at HQ would not. LOL.

Anyway, the upshot of this is that the actual impression levels before during and after the SUPER BOWL ADS was 3,970 over the course of around a month on either side of the Super Bowl, the bulk of it the day of and after the superbowl, then quickly tapering down.

While there is some traffic for those keyword buys, I believe a company generates more branding exposure from the news media talking about the PPC ads, than from the PPC ads themselves.

4:11 am on May 24, 2006 (gmt 0)

10+ Year Member



This "#*$!ed out" car ad does not inspire me to encourage my kids to try Ask.com out. What are they thinking?
do people who use that terminology actually buy anything from a search engine?

btw I notice the "p" word is blocked out? Good enough for national television but not a message board? This makes my point precisely. LOL
... and kudos to WebmasterWorld for promoting common decency.