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This is a post that has been in my drafts for over a year and it’s been drastically altered many times. It is something I should actually write a book about because I am so passionate about it and I feel it’s the true secret to success.  I could easily write 60,000 words about it...     Read More ->
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Paid search is always changing: platforms are always bringing out new features or changing old ones. So here’s a reminder of all that’s happened in PPC in 2014, the year in paid search. AdWords Flexible Conversion Counting came in February. The most obvious change was in naming: Conversions (one-per-click) and Conversions (many-per-click) columns turned into […]


The post PPC in 2014 – The Year in Paid Search appeared first on White.net.

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Firefox users conduct over 100 billion searches per year & starting in December Yahoo! will be the default search choice in the US, under a new 5 year agreement.


Google has been the Firefox global search default since 2004. Our agreement came up for renewal this year, and we took this as an opportunity to review our competitive strategy and explore our options.


In evaluating our search partnerships, our primary consideration was to ensure our strategy aligned with

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our values of choice and independence, and positions us to innovate and advance our mission in ways that best serve our users and the Web. In the end, each of the partnership options available to us had strong, improved economic terms reflecting the significant value that Firefox brings to the ecosystem. But one strategy stood out from the rest.


In Russia they'll default to Yandex & in China they'll default to Baidu.


One weird thing about that announcement is there is no mention of Europe & Google's dominance is far greater in Europe. I wonder if there was a quiet deal with Google in Europe, if they still don't have their Europe strategy in place, or what their strategy is.


Added: Danny Sullivan confirmed Google remain the default search engine in Firefox in Europe, though there is no formal financial deal associated with the relationship.


Google paid Firefox roughly $300 million per year for the default search placement. Yahoo!'s annual search revenue is on the order of $1.8 billion per year, so if they came close to paying $300 million a year, then Yahoo! has to presume they are going to get at least a few percentage points of search marketshare lift for this to pay for itself.


It also makes sense that Yahoo! would be a more natural partner fit for Mozilla than Bing would. If Mozilla partnered with Bing they would risk developer blowback from pent up rage about anti-competitive Internet Explorer business practices from 10 or 15 years ago.


It is also worth mentioning our recent post about how Yahoo! boosts search RPM by doing about a half dozen different tricks to preference paid search results while blending in the organic results.



 
Yahoo Ads
Yahoo Organic Results
Placement
top of the page
below the ads
Background color
none / totally blended
none
Ad label
small gray text to right of advertiser URL
n/a
Sitelinks
often 5 or 6
usually none, unless branded query
Extensions
star ratings, etc.
typically none
Keyword bolding
on for title, description, URL & sitelinks
off
Underlines
ad title & sitelinks, URL on scroll over
off
Click target
entire background of ad area is clickable
only the listing title is clickable

 


Though the revenue juicing stuff from above wasn't present in the screenshot Mozilla shared about Yahoo!'s new clean search layout they will offer Firefox users.


It shows red ad labels to the left of the ads and bolding on both the ads & organics.



Here is Marissa Mayer's take:


At Yahoo, we believe deeply in search – it’s an area of investment and opportunity for us. It’s also a key growth area for us - we’ve now seen 11 consecutive quarters of growth in our search revenue on an ex-TAC basis. This partnership helps to expand our reach in search and gives us an opportunity to work even more closely with Mozilla to find ways to innovate in search, communications, and digital content. I’m also excited about the long-term framework we developed with Mozilla for future product integrations and expansion into international markets.


Our teams worked closely with Mozilla to build a clean, modern, and immersive search experience that will launch first to Firefox’s U.S. users in December and then to all Yahoo users in early 2015.


Even if Microsoft is only getting a slice of the revenues, this makes the Bing organic & ad ecosystem stronger while hurting Google. (Unless of course this is a step 1 before Marissa finds a way to nix the Bing deal and partner back up with Google on search). Yahoo! already has a partnership to run Google contextual ads. A potential Yahoo! Google search partnership was blocked back in 2008. Yahoo! also syndicates Bing search ads in a contextual format to other sites through Media.net and has their Gemini Stream Ads product which powers some of their search ads on mobile devices and on content sites is a native ad alternative to Outbrain and Taboola. When they syndicate the native ads to other sites, the ads are called Yahoo! Recommends.


Both Amazon and eBay have recently defected (at least partially) from the Google ad ecosystem. Amazon has also been pushing to extend their ad network out to other sites.


Greg Sterling worries this might be a revenue risk for Firefox: "there may be some monetary risk for Firefox in leaving Google." Missing from that perspective:


  • How much less Google paid Mozilla before the most recent contract lifted by a competitive bid from Microsoft

  • If Bing goes away, Google will drastically claw down on the revenue share offered to other search partners.
    • Google takes 45% from YouTube publishers

    • Google took over a half-decade (and a lawsuit) to even share what their AdSense revenue share was

    • look at eHow's stock performance

    • While Google's search ad revenue has grown about 20% per year their partner ad network revenues have stagnated as their traffic acquisition costs as a percent of revenue have dropped

The good thing about all the Google defections is the more networks there are the more opportunities there are to find one which works well / is a good fit for whatever you are selling, particularly as Google adds various force purchased junk to their ad network - be it mobile "Enhanced" campaigns or destroying exact match keyword targeting.


Categories: yahoo
44
Earlier this year, Amazon replaced its Android app with a new version that contained a hidden app store. Eliminating a competitor from within its own app store, Google removed Amazon's app.
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ewatch.com/~ff/sew?a=xq95pnxsM2Q:QHeoydROG2g:F7zBnMyn0Lo">
32
On the heels of the announcement that Google News will cease operation in Spain, the search giant will also be pulling out of Russia, as a result of a restrictive new law.
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atch.com/~ff/sewblog?a=8fI6UtbCG_8:bGTigYebVJk:F7zBnMyn0Lo">
21
This shirt has a bit of mystery to it. It’s today’s Free Shirt Friday. The Page of Fame gives the 15 minutes of fame to the stars of the internet. If you would like to see your company on free shirt Friday, please click here for details!
37

On Monday 24th November, White welcomed over 100 delegates with exclusive access to the prestigious Ashmolean Museum for its annual White Exchange conference. ‘Turning Data into Strategy’ was the focus of the day and attracted representatives from both client and agency side from a wealth of London and Oxfordshire-based businesses. The day kicked off with […]


The post WHITE EXCHANGE 2014 WELCOMES DELEGATES TO THE ASHMOLEAN MUSEUM OXFORD appeared first on

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l="nofollow" href="http://white.net">White.net.

50

One wonders how Yahoo Search revenues keep growing even as Yahoo's search marketshare is in perpetual decline.


Then one looks at a Yahoo SERP and quickly understands what is going on.


Here's a Yahoo SERP test I saw this morning



I sometimes play a "spot the difference" game with my wife. She's far better at it than I am, but even to a blind man like me there are about a half-dozen enhancements to the above search results to juice ad clicks. Some of them are hard t

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o notice unless you interact with the page, but here's a few of them I noticed...



 
Yahoo Ads
Yahoo Organic Results
Placement
top of the page
below the ads
Background color
none / totally blended
none
Ad label
small gray text to right of advertiser URL
n/a
Sitelinks
often 5 or 6
usually none, unless branded query
Extensions
star ratings, etc.
typically none
Keyword bolding
on for title, description, URL & sitelinks
off
Underlines
ad title & sitelinks, URL on scroll over
off
Click target
entire background of ad area is clickable
only the listing title is clickable

 


What is even more telling about how Yahoo disadvantages the organic result set is when one of their verticals is included in the result set they include the bolding which is missing from other listings. Some of their organic result sets are crazy with the amount of vertical inclusions. On a single result set I've seen separate "organic" inclusions for


  • Yahoo News
  • stories on Yahoo
  • Yahoo Answers

They also have other inclusions like shopping search, local search, image search, Yahoo screen, video search, Tumblr and more.


Here are a couple examples.


This one includes an extended paid affiliate listing with SeatGeek & Tumblr.



This one includes rich formatting on Instructibles and Yahoo Answers.



This one includes product search blended into the middle of the organic result set.



Categories: yahoo
36
The social media platform has made its Places Discovery more useful as a local search and discovery tool.
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dburner.com/~ff/sew?i=qdqXwYGfs2U:DT-bLblbDus:F7zBnMyn0Lo" border="0">
21
If you haven’t yet put together your holiday ad copy for paid search, or are still working on those final touches, here are seven strategies to keep in mind.
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ewblog?a=Ipxt7qb464w:DVWiXIOXx9o:F7zBnMyn0Lo">
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