Posts tagged Bidding
How To Master Paid Search Bidding
Aug 5th
One of the biggest concerns in paid search is how much to bid for each of your keywords. It’s certainly a major part of a successful SEM campaign if you can crack this puzzle, you’re probably going to do pretty well in this business. It’s easier said than done, right? It’s…
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Google Bidding on Hulu
Jul 9th
Google’s empire is something like that of Alexander the Great. It extends all the way from their home territory of search through many foreign lands, including mobile and media, and is buckling hard against yet unconquered territory (social, that is) on the other side. Part of Google’s strategy, though, is fortifying their existing investments, pushing for new innovations, improved designed, and – when beneficial – acquisitions. One acquisition Google may be pursuing is Hulu.
We previously discussed Google and Hulu as a potential partnership, and I stated my opinion then: “It would certainly secure the media front, but with Google already in a strong position, the main purpose would be preventing another company from buying the content.” However, others have given additional reasons since. For one, Hulu has licensing deals that would likely stay in place after a Google acquisition, and may expand permissions for YouTube as well as Hulu itself. Additionally, despite already owning YouTube, Google doesn’t have much in the way of actual TV show broadcasts.
Need more reasons? Well, as the owner of Google Android, Google purchasing Hulu would make a lot of sense in solidifying a media advantage on their mobile operating system. Google TV would also benefit. But is Google actually pursuing this acquisition?
According to the Secaucus New Jersey News report by Judy Standifer, Google “plans to buy Hulu” and is “eager to join the circle of bidders, whom the management of Hulu has started to meet up.” While Standifer didn’t cite what sources provided this information, she seems confident of Google’s bid against competitor Yahoo. Microsoft may also be bidding on Hulu, although no such bid is yet confirmed. Other names of potential bidders include Apple and Netflix.
The bidders who make the most sense to yours truly are Yahoo and Microsoft, not Google, but Google would certainly have its reasons. Who do you think will win the bidding war?
[Sources include: Secaucus New Jersey News]
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Google Bidding on Hulu
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Google Shuts Down Position Preference For AdWords Bidding
Apr 5th
Google has announced it will be retiring AdWords position preference, which automatically sets bids to achieve a certain position on the page, in early May. The company is seeking to dissuade advertisers from putting an emphasis on the position of their ads. Yesterday, the company posted an…
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European Advocate General Finds Against Trademark Bidding in Interflora Case
Mar 24th
The European Advocate General is recommending that the Court of Justice of the European Union rule against retailer Marks & Spencer for bidding on the trademarked terms of Interflora, the flower delivery network company. If the Court of Justice acts on the findings, it could effectively spell…
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Court: Bidding on Competitor’s Name OK in AdWords, adCenter
Mar 11th
Buying ads based on a competitor’s name doesn’t violate trademark law, a court has ruled, overturning a lawsuit over AdWords and adCenter ads displaying trademarked names.
A hearing between Network Automation, Inc. v. Advanced Systems Concepts, Inc, in the United States Courts for the Ninth Circuit (California), brought forth a ruling that finally clears up buying competitor names, business names, and trademarked names in pay-per-click campaigns.
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Federal Appeals Court Allows Keyword Bidding On Competitor’s Names
Mar 9th
paidContent reports a California federal court ruled that it is allowed to bid on a competitor’s name for search ads. The ruling was done in an appeals court in the case between Network Automation and Advanced Systems Concepts. Both companies sell scheduling and management software and…
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Protect Your Brands With Collaborative Bidding
Oct 20th
Bidding on the same keywords without a collaborative strategy spells risk for internal competing brands. Not only can it result in one brand stealing potential clicks and traffic from another, but it also can drive up the CPCs for both. This pattern can quickly lead to increased costs and lower ROI. Ultimately, when internal brands [...]
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Google AdWords Launches Enhanced CPC, Maximizes Manual Bidding
Aug 18th
Google AdWords has launched Enhanced CPC, an automated bidding feature that allows marketers to maximize conversions by adjusting their CPC automatically based on their track records of conversion.
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The Subtle Science Of Bidding Part 3: Second Order Effects
Aug 13th
In the past two posts of this series (part 1, part 2), I discussed the actual auction mechanism that the search engines deploy, with real life examples with both brand and non- brand keywords. In the final and concluding part of this series, I will discuss what I term as “second order effects” and will [...]
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