Effective Link Building Service: Brand Aid: The 4 Most Siginficant Changes To Paid Search In 2009

Wednesday, January 6, 2010

Brand Aid: The 4 Most Siginficant Changes To Paid Search In 2009

**The 4 Most Siginficant Changes To Paid Search In 2009**

**by Lori Weiman**

I'm writing this on January 1, 2010, and I'm reminiscing about the
changes to paid search that emerged in 2009 which will impact your
brand and affect how you execute your brand strategies on paid search
in 2010 and beyond.

Here are the top four big changes, in my mind:

Google changes its trademark policy

On June 15, 2009, Google changed its trademark policy to make it
easier for advertisers to use brand names in ad copy text. Prior to
this change, Google restricted the use of brand names in ad text and
was willing to take action to prevent it, allowing brand owners to
authorize specific resellers to use the brand, while blocking everyone
else. Under the new policy, Google allows previously disapproved ads
to run on Google.com and the content network in the USA without the
need for approval by the trademark owner. Essentially, anyone, except
for direct and obvious competitors, are able to use your brand in
their ads. For more on these changes, see my How To Protect Your Brand
Under Google�s New Trademark Policies
<http://searchengineland.com/how-to-protect-your-brand-under-google%E2%80%99s-new-trademark-policies-19611>
.

Google adds product images and pricing to paid search

Google more closely linked comparison shopping with AdWords sponsored
listings with several new developments:

Product Extensions. If you search on keywords such as snowboard
pants, you will notice a plus icon associated with a single
advertiser accompanied by the following text: Show Products From
for pants. Clicking on the plus sign launches a list
of products beneath the ad, with images, titles and prices of
products. This feature enhancement to AdWords is called Product
Extensions. While it has been in beta testing for a period of time,
Product Extensions launched in the USA to all advertisers on November
24, 2009. To use Product Extensions requires a Google Merchant Center
account tied to your AdWords ad text. Product Extension enhanced ads
are priced on a CPC basis. You can find details on Google�s blog here:
http://adwords.blogspot.com/2009/11/product-extensions-available-to-all-us.html

Product Listing Ads.. If you search on keywords such as snowboard
jackets you will see a list of products in positions four, five and
six on the right rail along with an image, title, and price for
multiple different advertisers. Product Listing Ads launched on
November 11, 2009 in beta to a select group of retail advertisers and
are priced on a CPA basis. Participation requires a Google Merchant
Center account and an invitation from Google. You can find details on
Google�s Blog here:
http://adwords.blogspot.com/2009/11/announcing-product-listing-ads.html

YouTube Promoted Videos. Promoted Videos are CPC-based ads that can
be purchased through YouTube or AdWords. I covered these sponsored
listings and their impact on brand searches in Search, Video Your
Brand: Hello YouTube
<http://searchengineland.com/search-video-your-brand-hello-youtube-25559>
. Here is a timeline to its evolution:

March 9, 2009: YouTube officially names its sponsored ads Promoted
Videos
October 2, 2009: Promoted videos are added to AdSense publishers
October 14, 2009: Promoted videos are available to purchase through
AdWords
October 14, 2009: Promoted videos expand from the USA to Canada, the
U.K., France, Italy, Germany, Spain and the Netherlands.

Microsoft Live Search becomes Bing; Bing to power Yahoo search

On July 29, 2009, Bing and Yahoo announced an agreement to work
together on search, with Bing controlling technology and Yahoo
controlling sales and revenue efforts. This agreement was finalized on
December 4, 2009 (though is still subject to regulatory approval). How
does this effect your brand? A few quick positives that can come from
this for you: (1) Consolidation into one platform means you need only
manage ads from one place rather than two, and (2) Bing seems to allow
for brand exclusivity. Try the query ebay auctions for example on
Bing <http://www.bing.com/search?q=ebay+auctionsgo=form=QBREqs=n>
vs. Google <http://www.google.com/search?q=ebay+auctions>
.

There are plenty of other interesting events from 2009—please tell
me about your favorites in the comments below.

Opinions expressed in the article are those of the author, and not
necessarily Search Engine Land.

Lori Weiman <http://searchengineland.com/author/lori-weiman/>

is head of product management and marketing for The Search Monitor
<http://thesearchmonitor.com>
. The Search Monitor monitors search results and social media web
sites to provide insight to SEM, SEO, and Affiliate agencies regarding
competitors, keywords, ad copy, market share, trademark abuse, brand
buzz, and affiliate compliance.

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Wednesday, January 6, 2010

Brand Aid: The 4 Most Siginficant Changes To Paid Search In 2009

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