POV: New Matching Behavior for Exact & Phrase Match Keywords

Written By Stacey Chin | April 25, 2012 | No Comments

Google has announced it will launch a new matching behavior for exact and phrase match keywords that will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations. Google is also making this new matching behavior optional and will be rolling out this option throughout the next few weeks. However, the actual matching behavior (should the advertiser opt in), will not go into effect until mid-May. In an effort to focus on user intent, Google believes these changes will be very beneficial for both users and advertisers.

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POV: Move over Lin-sanity, it’s time for Pin-sanity!

Written By David Thai | April 2, 2012 | No Comments


What is Pinterest?  Pinterest is a ‘Virtual Pinboard’ website where users can share photos/videos (pins) of ‘things’ they find interesting.  Individual boards can be created based on a specific category to maintain organization of ‘pins’.  Taking a page from the Twitter handbook, users can ‘follow’ other users to see real-time pins.  One can follow all of the user’s pins or follow just a specific board.  The design of the page makes it simple to view many images and doesn’t require a ‘next page’ button to load more. As a user continues to scroll down, more pins will appear.

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POV: Twitter Rolls Out Self-Service Ad Campaigns

Written By Alexis Ginsberg | March 20, 2012 | No Comments

Twitter recently announced that it will be introducing a self-serve ad platform targeting smaller businesses with tighter budgets. Previously, Twitter was enforcing a hard line of $25k minimum to run paid advertising campaigns, which centered around two of their main offerings: Promoted Accounts and Promoted Tweets. Promoted Trends are an additional offering, but better catered to larger brands rather than small businesses priced at $120k per day. Now, small and midsize businesses will be able to purchase “the most engaging innovative ads on the web” (Twitter’s own tagline) without meeting minimums. 

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POV: Combating Facebook Fatigue

Written By Scott Leighton | March 5, 2012 | No Comments

In their recently released initial public offering, Facebook mentions that advertisers may view some of their social ads as unproven. Although advertising spend has significantly grown on Facebook, the savvy marketer must stay conscious of advertising performance trends. While paid search has established trends with CPC pricing models on Google and Bing, the paid social trends on Facebook are more mysterious and harder to define.

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POV: Google ‘Symptoms Onebox’

Written By Jessica Lee | February 22, 2012 | No Comments

Google has recently launched a ‘symptoms onebox’ that appears when one searches for a symptom or a set of symptoms (e.g., headache pain).  It is a list of potential related conditions that assist in refining search results further.  When one of the keyword links is clicked the searcher is led to a refreshed search engine results page with the refined results.  Google’s blog states that the hope is that this feature will make it easier and faster to research symptom information. 

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POV: Google Unifies Privacy Policy

Written By Laurie Devaney | February 16, 2012 | No Comments

Google’s updated privacy policy and terms of service will take effect on March 1, 2012.  The new policy, designed to cover an array of Google’s products and features, will simplify the user experience across the entire network.  Without jeopardizing current privacy principles, Google maintains the claim to never sell or share any personal information to a third party without user consent. Once the changes take effect, the new policy will give the search engine flexibility to sync certain products and services into a more integrated user platform.

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POV: Google+ Brand and Business Pages

Written By Tara Raiti | January 25, 2012 | No Comments

In a move to blur the lines between social media and search, Google has rolled out two updates: Google+ pages for brands and businesses, and the integration of these pages onto the search engine results page (SERP). As of now, only some brands, such as T-Mobile (see below) are showing up in the search results, yet it is anticipated that this will become increasingly widespread. So, what is the impact of these pages and what does this mean for advertisers?

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POV: The Other TLD’s and .COM’s Future

Written By Shawn Walker | December 1, 2011 | No Comments

Every website is digitally organized by a Domain Name System (DNS) that is used to best associate a company with a particular identifier that is contained in the actual web address. The highest identifier in this system is the Top-Level Domain (TLD), which we commonly recognize as .com, .org, .net, etc. These TLD’s not only include generic definitions, but also country codes.

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POV: New YouTube Original Channels

Written By James Song | November 18, 2011 | No Comments

YouTube has announced it will launch hundreds of hours of original programming in January of 2012 featuring some Hollywood’s biggest stars. While the site will continue to be home to millions of user-generated videos, Google hopes YouTube Original Channels will provide an alternative source for viewing unique video on the internet.

In an effort to increase viewership, YouTube will launch hundreds of channels of original video in order to broaden the range of entertainment available.

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POV: New Google Ad Placements on Search – Bottom Ads

Written By Sevil Tajvari | November 4, 2011 | No Comments

In an effort to align ads to user flow, Google announced in some cases, ads that have previously shown on the right side of the Google search results page may start appearing at the bottom of the organic results.

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