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12.27.05
Search Marketing In The New Google, AOL Era
 By
Andy Beal
Pamela Parker of ClickZ interviewed
a number of search marketers to gage they're thoughts on how the new Google, AOL
deal will impact the landscape.
So what was lost by Microsoft not winning the deal?
"Microsoft not
winning this is a huge setback for the uptake of [ad management platform] adCenter,"
said Andy Beal, president and CEO of Fortune Interactive. "So while they'll still
move forward with their plans, and I'm sure they have other avenues to explore
for expanding their PPC product and distribution...Winning this would have been
a double whammy."
Microsoft could have kick-started it's attempt to challenge Google and Yahoo...
MSN's loss was particularly hard felt in a community that would welcome a strong
alternative to Google and Yahoo!, which currently dominate search.
"We think this market has needed a legitimate number three," said Peter Hershberg,
managing partner of SEM firm Reprise Media.
Some think the deal could lead to Google providing demographic data from the AOL
network...
"If they're going to open that vault [AOL subscriber
data] up in a way to look at specific demographics," she said, "that's going to
be a huge run on what MSN is doing right now in their adCenter program."
And it looks like adding logos or images to Google ads is not exactly enticing...
"I don't think that would have any impact whatsoever. My gut feeling
is that people already associate the logo or image with the brand," said Impaqt's
Burgess. "I don't know if there's going to be any incremental gains from having
a logo there, that would have an impact on click-through rate."
"As an advertiser, my initial reaction is, yeah, let's have that opportunity.
But I need to be conscious of what has made Google great over the last five or
six years, and that is the clean interface," said Beal. "It could be the demise
of a very stable and profitable model."
About the Author:
Andy Beal is President & CEO of Fortune
Interactive a full-service interactive marketing agency specializing in search
marketing and blog marketing. Considered one of the world's most respected interactive
and search engine marketing experts, Andy has worked with many Fortune 1000 companies
such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian.
You can read his internet marketing blog at Marketing
Pilgrim and reach him at andy.beal@gmail.com.
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