Rating the Super Bowl Advertisers' SEO Record
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The 2008 Super Bowl advertisers showed a marked improvement in SEO strategy over last year, but there is still much room for improvement.
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Looking back on a year of advertising innovation
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Years ago, Super Bowl spots disappeared after the one or two times they were shown during the broadcast. Today, they have afterlives because of Web sites, blogs, and video clips.
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(InfoWorld) - People are clicking more often on ads served up by Yahoo Inc.'s search engine since the company switched to a new ad-ranking system earlier this month, according to comScore Networks Inc., a firm that measures Web usage and traffic. The click-through rate on Yahoo's search ads increased 5 percent in the week ending Feb. 11 and 9 percent in the week ending Feb. 18, both compared with the week ending Feb. 4, comScore said Monday. The new ranking system went live in the U.S. on Feb. 5. ComScore defines click-through rate as the total number of clicks people make on search-engine ads divided by total search queries. Yahoo's new system assigns rank to pay-per-click search ads by taking into consideration the advertisers' bid amounts plus the ads' relevance to the search query. Previously, Yahoo ranked ads solely based on the amount bid. The new ranking system is part of Yahoo's new search advertising platform, called Panama, which also has a campaign management tool for advertisers that was launched previously. Yahoo has high hopes that Panama will boost its search ad business and allow it to compete better with Google Inc., which has built its empire selling this type of ad. In this model, advertisers choose search query keywords that will trigger the appearance of their ads. The advertisers offer to pay a fee of their choosing whenever a search engine user clicks on their ad, thus the bidding nature of the model. Yahoo's financial performance in the past year has been lackluster, compared with Google's consistently stellar one, and Yahoo executives have acknowledged that their search ad business has been a weak link.
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The Coors Brewing Company is offering consumers a chance to win tickets for the 2008 or 2009 Super Bowl by submitting video clips to its Web sites.
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Super Bowl ads, which cost $85,000 per second during this year's game, fumbled overall as they failed to connect with viewers or just scared them, according to researchers who tracked people's brain activity.
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A recent ComScore study showed that in 2006 International usage of Google grew 13%, projecting it to the #2 spot in the Top Global Web Properties list, nudged between Microsoft and Yahoo, which each grew by 5%. The ranking were judged by Total Unique Visitors in 2006, not page views or usage, if so, we&#8217;d probably [...]
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There&#8217;s a long article today by Kevin Delaney in the WSJ (sub req&#8217;d) about Google&#8217;s efforts to woo advertisers into its print and audio ads tests: There have been some hiccups. Mr. Schmidt said in October that in tests of print-ad sales, &#8220;the first iteration didn&#8217;t work.&#8221; Google executives have given the system a major overhaul [...]
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By Kara Rowland, The Washington Times  Feb. 1--Is shelling out $2.6 million -- that's about $85,000 per second  -- for a 30-second spot during the Super Bowl really worth it?    It depends, advertising specialists say.
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Andreas Gohr has posted some info and code about one of the social networking/linking services out there, StumbleUpon. His post includes PHP code to figure out what your site's StumbleUpon ranking is.   StumbleUpon recently(?) added a "search result enhancement" feature to their toolbar. It adds StumbleUpon "star ratings" to Google results (See screenshot). This got me interested and I had a closer look at their extension...   As part of this "closer look" he came up with the code to return a general ranking for the URL you would give it. It does require a StumbleUpon auth key and username, but if you use the service already, you're one step ahead on that.
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Search Marketing has redefined the art of copywriting with the limited and precious space allowed by Yahoo Search Marketing &#038; Google.  Now, with the Google Quality Score and the Yahoo Quality Index, the copy on the landing page can be just as important to optimize a site&#8217;s conversions, which then effect the ranking of its [...]
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Aaron Wall at SEObook has put together a thought provoking post on current linking techniques, structure, and how Google reliance on trusted sources &#038; domains is in jeopardy as those resouces become more and more abused. Finding the Most Powerful Links Anything that has been greatly trusted has been abused. The difference between the current abuse and [...]
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Found in the search marketing forums: Hiring a Full-Time SEO; Updated Google Webmaster Guidelines; The Three Most Effective SEO Techniques; and more.
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Yahoo Search Marketing has upgraded their ad ranking system from an auction bidding model to their Marketplace Design system which takes into account :  Advertiser clickthru history Expected click thru rates An advertisement&#8217;s Quality Index to rank ads based upon bids &#038; quality Bid or Click Price Historical click-through data Whether the query word/phrase appears in the title Keyword in URL Landing Page [...]
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Jupiter Research and SEMPO (the Search Engine Marketing Professional Organization) have released results of separate surveys providing one of the most detailed looks yet at current practices and advertiser spending in the search marketing industry.
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Nielsen will use its HeyNielsen site to track consumer preferences in real time for this year's Super Bowl ads.
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Very preliminary findings from 49 of the nation's biggest markets showed that ratings for this year's Super Bowl, with the New York Giants' thrilling win over the New England Patriots, were up 6 percent over last year's big game, according to Nielsen Media Research on Monday.