The U.S. Food and Drug Administration (FDA) has sent letters to a number of pharmaceutical manufacturers to alert them that they were in violation of acceptable marketing practices in relation to their paid search marketing campaigns. The basic gist of the letter is that when these pharmaceutical companies advertise on Google they are a.) not providing the risks associated with the drugs and b.) not including their “established name.” Basically, the FDA is stating that pharmaceutical ads must provide adequate explanation of the risks associated with the drug and provide the full name of the drug. Think of the wonderful television ads that always list the full name of the drugs and provide a plethora of horrible sounding side effects. Or just watch this hilarious SNL spoof. In all seriousness, these new regulations raise a couple questions: What is Google’s reaction? At this time, they have not made a statement about the FDA’s ruling. Google is currently falling … [Read more...] about FDA Cracks Down On Pharma Search Ads
Advertising on google search
Last week’s appearance of Google’s Home Service Ads sent a bit of a shockwave across the Local Search industry. My TL;DR take: This may really screw with organic local pack displays in the SERPs. (Time to rebrand as “Local Lead-Gen Guide”?) This kind of pay-per-lead ad unit requires a significantly high-touch backend process — not one of Google’s traditional strengths. How does this affect local lead-gen players like HomeAdvisor and Angie’s List? I am betting once Google gets the system down, they will want to partner with more experienced players in the space to drive liquidity — similar to the way the big yellow pages (YP) players resell AdWords. Of course, most YP companies are not crazy about that arrangement. This, combined with Facebook’s recent chess moves into Local, is increasingly reducing the amount of organic inventory for local service customers. Local marketers are going to have to continue to get creative in working … [Read more...] about The Locals Take On Google’s Home Service Ads
After a quiet start to the year with few notable changes in AdWords, the last month has seen a lot of interesting things happening, most notably the change to the layout of ads on the search results pages. I’ve shared my initial thoughts about this change on my company blog; but now that it’s been live for a few weeks, I wanted to weigh in with ways to optimize accounts that are impacted, including using bid to position rules and Quality Score optimization. What changed to ads on Google The week of February 19, Google began removing right-hand side (RHS) ads, reserving that space instead for product listing ads (PLAs) and the Knowledge Panel. This change reduced the maximum number of text ads on the page from 11 to seven. A change as significant as this one caused some angst amongst advertisers, but the impact seems neutral to positive, according to several pieces of research: iProspect noted that RHS ads had a terrible click-through rate (CTR) anyway; Merkle|RKG analyzed … [Read more...] about How advertisers should respond to fewer ads showing on Google
Previously, I wrote of how Yahoo’s recent press day proved disappointing to me. Time for part two of that: how the Google-Yahoo ad deal is supposed to help Yahoo. Oh, it might, but not for the reasons Yahoo put out — the idea it would somehow get advertisers it was missing. More about that below, as well as thoughts on Google’s auction that’s not an auction and whether the Google-Yahoo deal should be blocked. As part of the press day presentation, Yahoo executive vice president Hilary Schneider showed how few ads Yahoo returned for a search on [red roses in birmingham alabama]. In contrast, Google’s search results page was loaded with ads. By partnering with Google, Yahoo would thus be able to supplement its own ads with these additional ones that it lacked. Sure, Yahoo had fewer ads. But that’s not because it lacked advertisers that Google has. It’s because Yahoo’s ad targeting system is pretty lame. Advertisers Use Yahoo; They Just … [Read more...] about Yahoo’s Poor Ad Targeting & Thoughts On Google-Yahoo
The Google Search Network gives advertisers the ability to gain additional AdWords traffic and conversions from users across the web, as Google delivers ads on partner websites in much the same way it does on Google.com. To target users searching on these partner sites, advertisers need only check a box in campaign settings to “include search partners.” However, AdWords advertisers have long pined for a bid modifier to adjust bids for Google’s search partners, as the value of this traffic is often very different from that of clicks that come from users searching on Google.com. At the very least, it would be helpful if Google would allow advertisers to exclude specific search partners (as Bing Ads does). While calls for additional functionality haven’t yielded results just yet, it hasn’t kept us from analyzing how these search partners are performing relative to Google.com. We’ve dissected the numbers to understand how performance looks for brand … [Read more...] about Google Search Partner Network: Friend Or Foe?