Internet: Search engines

 

This article discusses how to measure the brand effect of paid search advertising on the internet, and describes a study for Google. The method (described) combined cookie tracking, qualitative and qu

The article discusses how digital media are growing. Search grows in recession because advertisers are attracted to 'direct' media that have an inherent ROI measure. Search is becoming a core way of t

This paper describes research undertaken to answer the questions “What is the branding effect of search advertising and how does it compare with other media?”. It is based on the measurement of the im ...

This article is an edited version of Geoffrey Precourt's coverage of the second day of the Ad:Tech Chicago 2008 Conference. In it, he discusses how JetBlue has adapted to digital marketing, particular ...

In this article, WARC Online's US Editor Geoffrey Precourt details some of the main points from the first day of the Ad:Tech Chicago 2008 Conference. The first area discussed is the importance of tech ...

This article discusses search marking, which has long been regarded as one of the most effective channels for direct response campaigns, but retains an uncertain relationship with online branding. As ...

To many online marketers, search seems like the ultimate direct response medium. It allows them to reach people who are actively shopping for a product or service, and marketers rightly believe that i ...

In his regular posting from Madison Avenue, Joe Mandese revisits the growing influence of Google, and discusses why it is recruiting so much media planning talent.

Mike Teasdale, planning director at Harvest Digital, reveals that only one in four of those following up a banner ad on a web-site will click on it. The majority will go to a search engine for further ...

This article describes RSS (Really Simple Syndication). RSS delivers dynamic information online, and enables internet users to specify information they are interested in, and subscribe to 'feeds' that ...

Jeremy Spiller, managing director of White Hat Media, discusses how you can improve your website's position on search engines, like Google. He says that the way search engines list sites changes all t ...

This article looks at the growing use of search marketing, discussing why it is becoming increasingly important, and providing guidance on how to utilise it to its maximum potential. Among the tips gi ...

This reports looks at the facts and figures from the Search Marketing Factpack produced by Advertising Age. It covers topics including search spending in the US, volumes, types and origins of searches ...

Dusan Hamlin, joint managing director of Inside, examines the prospects for mobile search (mobile phone users using the internet to find information). He argues that to date the experience of using mo ...

Rachel Hawkes and Tim Gibbon, of Elemental Communications, explain the new PR technique of News Engine Search Engine Optimisation (NESEO), combining the skills of PR and search engine marketing. NESEO ...

Using and adapted version of the AIDA sequence (prefixing it with R for reach), Darran Snatchfold, market insight analyst at MSN Search, argues that online display ads combined with search advertising ...

Frank Orman, managing director of LeadGenerators, investigates search engines and discusses how marketers can make the best use of them. He describes how Google, Yahoo! and MSN work, as well as explai ...

The boom in online advertising has been accompanied by a similar growth of online advertising techniques. Conrad Bennett, of WebTrends, describes and reviews search engine marketing (SEM) and behaviou ...

Mark Cripps and Caroline Parkes, from Craik Jones, describe the methods and results of online targeting. They compare and contrast behavioural targeting (BT), which tracks where people have been, and ...

In this introduction to Admap's report on Search and Behaviour Marketing, Roderick White discusses the growth and importance of search engine marketing (SEM) and behavioural targeting (BT) to the inte ...

This paper discusses the growth of internet advertising. He outlines the wide range of communication possibilities, and gives guidance on how the plan and manage internet advertising campaigns.

In his regular report of the US media scene, Joe Mandese reflects on the success of Google's market capitalisation and asks whether the old media model (characterised by the simultaneous rush for the ...

The emergence of search marketing in recent years has not only yielded another channel for online advertising, but also another means of measuring users’ engagement with a brand. This case study exami ...

Discusses the advantages of search engine marketing on the internet (SEM), which is set to grow enormously (revenues of $23 billion by 2009). Speciality SEM firms help advertisers and agencies to get ...

Tim Brown, managing director of 24/7 Real Media explains how behavioural targeting works, and why it will provide the major impetus for internet advertising revenue growth in the next few years. He c ...

Most paid search ads are sold on a pay-for-position model by which you can adjust the rank of your ad by raising or lowering your bid. Lowering bids decrease advertising costs, but does it also decrea ...

Ross Fadner, a New York based journalist specialising in internet marketing, discusses the hot topic from the Jupiter Media Advertising Forum (New York, July 2004) – can interactive agencies handle se ...

Richard Cross, president of Cross World Network, explains keyword marketing. He shows how keywords and phrases that customers type into search-engines, such as Google, can be accessed and used to imp ...

This article describes the growth of paid placement search on online destinations such as MSN and Yahoo! The author asserts that as an advertising tool Internet search has many advantages including gr ...

Search engines are crucial tools in attracting potential customers to a company website. This paper provides a guide to the various issues surrounding bilding a website with search engines in mind, su ...