• 12Nov

    Google has been trying to find a way to monetize Youtube - and I think they just nailed it. They’re calling it “sponsored videos.” It sounds very similar to the adwords model. A user who wants instant visibility can place a bid on selected search terms. Then when a viewer enters a search query, their video shows up under the sponsored video category. Whether or not their video shows up depends on how much their willing to bid for the keyphrase and likely some form of quality measurement.

    Why this should succeed: This is very analogous to the SEO/PPC model in Google. If you want INSTANT visibility on the top page, you have to pay your way there (i.e. PPC, aka sponsored results). Organic listings, ESPECIALLY front page listings, take time to achieve. Anyone who wants their video seen now, whether it be a Fortune 500 company or a tiny garage band trying to get their music out there, can seize this opportunity for high visibility. Youtube previously existed solely on the organic model, but now users have options. If they want it now, they can get it - if the price is right ;)
     

    Here’s an example: If you’re a garage band with a 90’s grunge sound, you should bid on the terms “Nirvana,” “Smashing Pumpkins,” “Mudhoney,” “Sunny Day Real Estate,” etc. This way you can directly target your potential listening audience.

     

    Potential issues: If there is a quality score as there is with adwords, bidders will have to heavily rely on tagging in their videos (i.e. title tag, category tagging, etc). A website is easy to analyze for quality because the content is crawl-able by a search engine. A video is not. So in order to increase quality score, users may upload several of the same movie but tagged differently to provide more continuity between the targeted keyphrase and the video’s tags - thus raising the quality score and increasing the chances of being shown at the top of sponsored results (this is all contingent on having a high enough bid level).     

    Another potential issue: Will people click on the videos? Only time will tell. My money, however, is on it that they will.

    I’m very excited about this both for amateurs who are just starting out as well as businesses who are trying to break into the video scene. It brings the highly valuable, instant, relevant visibility to those who need it and are seeking to get over the first hump.
     
    Opportunities abound…
     

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  • 22Oct

    This is the first major uproar I’ve heard over a company using a competitor’s product as a targeted PPC campaign keyphrase. I have to admit, I’ve always felt on-the-fence to include competitor’s names or products in the PPC campaigns I build. I understand the marketing tactic, but there’s a stinky element to it. One of my client’s competitors uses my client’s business name as a PPC targeted keyphrase in their campaign. Not only does my client not really mind, they are flattered by it. Besides, if you searched the company name or one of their trademarked products, you should be the first showing up in organic anyway - which gets MUCH more credibility and attention than the sponsored links. So I guess it shouldn’t really matter in the end. Take it as a compliment.

    Here’s the article…

    American Airlines sues Yahoo over search terms from PhysOrg.com
    (AP) — American Airlines is suing Yahoo Inc. for trademark infringement, a case similar to one that the nation’s largest airline settled this summer against Google Inc.
    [...]

     

     

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