On Monday 10th October Google AdWords announced that the +1 button and personal annotations will start to appear with your Display ads. So if you are seeing the button, don’t be surprised, however it is possible that some advertisers do not see this option as of yet, but Google says that they are working hard to roll out the +1 button to everyone who are using AdWords display ads as soon as they can.

The reason to create this feature was because Google believes that incorporating user personal recommendations into display ads has the potential to change the way people view advertising. Google says that a display ad will become much more powerful when users can see which of their friends and contacts have chosen to endorse it. The +1 button on display ads will work together with +1 buttons on search results, search ads and websites. A single +1 applies to the same content across the web, no matter where it appears. It will be able to include the button to image, animated GIF, Flash, Display Ad Builder ads and also on Double Click Rich Media ads.

Google is looking forward to add the +1 button and personal annotations to all eligible inventory over the next couple weeks, as they are confident from their experience with the button on search, that it will be a great addition to advertisers’ Google Display Network campaigns.

Since the introduction to the +1 button on search results and search ads, it has been installed over a million websites across the web with over 4 billion impressions daily, so no wonder Google decided to add it to the display ads as well.

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Essentially this means that by adding a “+” in front of any of the words in your search term, that word (or its extremely close alternatives) will become a required word of the search term. This is to say that, unless that particular word is in the search term, your Ad will not be displayed. BMM can be used with multiple keywords so, by adding it to all keywords in the search term, all the keywords will need to be within the search term for your ad to show – much like the Broad Match option from the early days.

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“Teracent’s technology can pick and choose from literally thousands of creative elements of a display ad in real-time — tweaking images, products, messages or colors. These elements can be optimized depending on factors like geographic location, language, the content of the website, the time of day or the past performance of different ads.

This technology can help advertisers get better results from their display ad campaigns. In turn, this enables publishers to make more money from their ad space and delivers web users better ads and more ad-funded web content…”

Related Links: Official Google Blog, Teracent

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The NMA, had this to say on it:

Its UK Search Engine Performance Report Q4 2008 found impressions on Google’s Content Network, which includes search-based AdSense ads on sites such as MySpace, Telegraph.co.uk and LastFM, surged 308% year on year to account for 6.4% of all UK search impressions.

The latest growth serves yet another blow to rivals Yahoo and Microsoft. Yahoo Search alone saw search spend fall to 8.4% in Q4 from 13.9% the previous year.

The news follows massive investment by Google in its Content Network in 2008, including the rollout of new ad formats and, in October, third-party ad serving.

In contrast, Yahoo announced earlier this month it’s to close Content Match, its text-based equivalent to Google’s AdSense, in Europe to focus on rich-media ad sales.

The Efficient Frontier report said in Q4 2008 the UK search market grew 14% quarter on quarter and 11% year on year, with Google now receiving 88.2% of all spend, up from 82.6% in Q4 2007.

The figures are in stark contrast to Efficient Frontier’s equivalent report for the US, released last week, which said Q4 search budgets there had been cut by 8% year on year.

For more on this go to:  http://www.nma.co.uk/Articles/41220/Google+Content+Network+takes+money+from+rivals+as+traffic+grows+by.html

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Yahoo has announced that it will be closing its UK content network in order to concentrate on improving their search and display offering. I personally have never received great results from Yahoo’s content network and can’t help wondering if this is the real reason they have decided to shut it down, especially as now the new CEO, Carol Bartz, has recenly taken over. It seems to me this might be an attempt to improve the Yahoo offering before trying to get a MSN / Yahoo deal back on the cards. The Yahoo announcement is below …

“As a valued client we are writing to give you advance notice of the closure of our Content Match product in Europe.

The decision to close Content Match underlines our commitment to focus on our Sponsored Search and Display business and to simplify our solutions to deliver a high ROI for our advertisers.

Content Match will close on 31 March 2009, after which the product will no longer be supported.
All Advertisers should therefore opt out of the Content Match marketplace by this date.
Your account manager will be happy to assist you.

[...]

We aim to work with you to propose alternative products.”

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