'Net Features : adgooroo

PPC Performance Metrics: Bing Ads vs. Google AdWords

Amberly Dressler — Mon, 25 Mar 2013 16:55:00 GMT

It’s not news that Google dominates in U.S. search volume, but what is particularly noteworthy is that Yahoo! Bing Network’s CPCs were 10-24 percent lower than Google’s during Q3 2012 across six industry verticals: retail, financial services, travel, education, business to business, and computer and Internet.

These findings are part of AdGooroo’s recently published Yahoo! Bing PPC Performance Metrics report, which compares the two search-advertising giants. This report coincides with the news that AdGooroo has expanded its service for clients with the addition of search-marketing intelligence data on the Yahoo! Bing Network, including estimated PPC spend, click-through rates (CTR), cost per click (CPC) and impression share/share of voice by keyword, ad and advertiser.

AdGooroo believes its study to be the first of its kind and will help search marketers make informed marketing decisions.

Key findings from the report include:

**Google AdWords was shown to be the leader in impressions and click-through rates. In fact, AdWords delivered significantly higher impressions in five of the six categories studied.

**In addition, average click-through rates on AdWords campaigns were 2-5 times higher than those on Yahoo! Bing in all categories studied during the period.

**At the same time, the Yahoo! Bing Network was found to have costs-per-click that were 1-3 times lower than AdWords, as well as brand impressions that were 76 to 90 percent less expensive on average than AdWords.

**In addition, there was less competition for top positions on its results pages, with 36 percent fewer advertisers on Yahoo! Bing than on AdWords in the studied verticals.

Maximize Search ROI with Industry Insight

Linc Wonham — Wed, 22 Feb 2012 10:00:00 GMT

AdGooroo has released a new search marketing dashboard that provides advertisers and agencies with instant access to years worth of proprietary pay-per-click (PPC) data on virtually every industry and advertiser.

AdGooroo’s search intelligence database analyzes and collects data on millions of keywords and billions of individual search impressions per month for every advertiser across more than 160 industry categories. The new Industry Insight tool enables search marketers to access this data — including specific keywords, estimated share of voice or impression share, estimated PPC spend, clickthrough rates (CTR), cost per click (CPC) and more — for each advertiser and industry category.

According to AdGooroo, search marketers using Industry Insight will have the ability to do the following:

• Mine competitors' keyword lists to uncover new traffic opportunities

• Quickly assess the competitive landscape and larger trends that may impact budgeting and performance in any vertical

• Gain immediate insight into any advertiser, including those too small to show up in panel-based datasets

• Compare any two advertisers across any time period by spend, clicks, CTR, CPC, ranking and more

• View historical/seasonal trends

Industry Insight can be integrated with SEM Insight, AdGooroo’s intelligence tool for PPC managers, enabling daily visibility into competitors’ PPC campaigns, including all ad copy and landing pages. As an example of the benefits of integrating the two products, search marketers can filter Industry Insight reports by keyword group such as product category or top-performing keywords in order to view competitors’ PPC spend on individual product lines and more.

AdGooroo Upgrades Link-building Tool

Linc Wonham — Wed, 02 Mar 2011 01:00:00 GMT

Link building will never be considered light work, but it did just get a little bit easier thanks to some impressive new features added to Link Insight.

The link-building tool from AdGooroo presents website owners with a personalized map showing the best links as well as the lower-quality links to avoid. The new features add advanced capabilities to more quickly assess which links are most beneficial for individual businesses.

Link Insight now offers Spam Analyzer, which provides detailed information on why individual inbound links get classified as spam via a content scoring model similar to those used by search engines. Also added was Domain Comparison, which enables marketers to perform a gap analysis between any two competitors by viewing both their unique and shared inbound links in easy-to-view lists and Venn diagrams. Domain Grouping allows users to view as well as collapse all inbound links coming from any single domain, making reports easier and faster to use.

Link Insight works by continuously seeking out inbound links to a user's site and as many as nine competitor sites, returning tens or hundreds of thousands of potential backlinks, which are then graded using four signals: TrustSignal, SocialSignal, GeoSignal or SpamSignal. The resulting insights provide marketers with a small set of potential links that, if attained, can build a site's traffic, trust and authority.

Rocket Clicks Taps AdGooroo's Link Insight Platform

Pete Prestipino — Tue, 07 Dec 2010 20:13:00 GMT

Welcome to the new age of link building - a time when we should all be greatly reliant on the quality of data.

SEM intelligence vendor AdGooroo and Internet marketing agency Rocket Clicks announced a partnership today that connects Rocket Clicks’ link building service, Link Publicity, with AdGooroo’s link building tool, Link Insight. Expect more link building services and search marketing agencies to follow suit (if they have not made efforts to already).

“This timely partnership provides a fitting response to the biggest shifts affecting search algorithms today,” said AdGooroo Founder and CEO Rich Stokes. “Top engines reward back links according to quality, not quantity, and AdGooroo and Rocket Clicks have aligned this joint offering to help marketers secure the best links available.”

Through the service, AdGooroo will provide its proprietary link building data to Rocket Clicks Link Publicity service. Rocket Clicks’ Link Publicity staff will then provide professional services to incorporate the data into its client strategies. In essence, Adgooroo is opening up its service to Rocket Clicks staff - but it's the quality of data available that makes this newsworthy.

“AdGooroo showed great foresight when they developed the Link Insight tool to reliably rate the quality and trust factor in links and to sniff out where those quality links are. This has a profound impact on those who approach link building as a long-term strategy. It’s an exciting partnership,” said Rob Sieracki, partner and COO at Rocket Clicks.

Paid Search Secrets of Top CPG Marketers

Pete Prestipino — Mon, 04 Oct 2010 23:15:00 GMT

Online marketing intelligence and keyword tool provider AdGooroo and Experian® Hitwise® today unveiled findings from a fascinating study which explores how top consumer packaged goods (CPG) brands manage their paid search programs from the perspectives of keyword selection, coverage management and other important campaign management factors.

“Brand marketers that want to own conversations on the search engines are thinking about paid search, natural search, multimedia content and other concerns, and in paid search, advertisers absolutely need to consider both pre-click and post-click data,” said AdGooroo Founder and CEO Rich Stokes. “This study is the first of its kind. It examines impressions, coverage, share of advertising and other pre-click data, as well as post-click or downstream data which highlights actual traffic originating from the engines. No other study to date has tackled such a tall order.”

The study discovered that the Top Ten CPG Websites receive 25 percent of their traffic from search engines (more than any other source) and that most top ten CPG Websites receive more than 80 percent of their search traffic from organic search or search engine optimization (SEO), not paid search. What's more, eight of the ten CPG websites maintain at least 50 percent coverage on Google for their paid search keywords, and maintain an average position of three or better on Google.

“Nearly every CPG brand studied is leaving a sizable amount of paid search traffic on the table,” said Heather Dougherty, Director of Research for Hitwise. “Most performed well in at least one paid search tactic, but the best CPG search marketers do well in multiple areas, such as keyword selection, coverage management, campaign structure and landing page design.”

Is Yahoo! Back? Q1 2010 SE Advertising Report

Pete Prestipino — Tue, 13 Apr 2010 16:43:00 GMT

AdGooroo released its quarterly Search Engine Advertiser Update today and the news looks good (very good) for Yahoo!. The report indicated a 12 percent increase in Yahoo!'s first-page advertisers and a corresponding increase in its total share of advertisers.

“In February and March, Yahoo! had a nearly 28 percent share of total search advertisers, marking a long-time high,” said AdGooroo Founder and CEO Rich Stokes. “AdGooroo’s data suggests that a great deal of Yahoo!’s growth may be coming from outside the United States, and its international ad coverage reached a high of 4.7 ads per keyword in February, which is the most ads Yahoo! has shown since July 2007.”

Additional key insights from the report include:

- The travel industry showed higher spends during Q1.

- Computer hardware and mobile carriers/equipment are showing atypical gains.

- Online retailers are experiencing post-holiday dip, but women's fashion websites have been trending up since July 2009.

- Ad spend reductions in online education and home loans are occurring. Ad spending on home loans has been declining since July 2008.

Clearly the main takeaway is the advertiser movement on Yahoo!.

Is Yahoo! making a comeback? Let us know your thoughts by commenting below.

Hijacking Report from Adgooroo

Pete Prestipino — Mon, 11 Jan 2010 16:30:00 GMT

Adgooroo, a provider of competitive intelligence in the online marketing space, released its “Hijacking Report” last week, a feature of its Trademark Insight solution which enables search marketers to identify and take action against advertisers using their domain name in ad copy.

Using the report, marketers are able to filter out all ads that contant their domain name for further analysis. Marketer-controlled parameters then filter out any ads deemed safe by the marketer, leaving only the illegitimate affiliates and advertisers trying to pass themselves off as the official site and making it easy for rightful advertisers to take action.

“AdGooroo’s Trademark Insight has helped clients identify advertisers using their terms or trademarks in ad copy for years,” said AdGooroo Founder and CEO, Rich Stokes. “As we round the corner into 2010 and marketers resolve to more aggressively protect their brands, the hijacking report helps them reign in illegal use of domain names in search ad copy and display URLs. Advertisers can now automatically identify and stop the black hat affiliates and competitors who deceive consumers by passing themselves off as legitimate merchants.”

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Academic Program from AdGooroo [Advertising]

Pete Prestipino — Tue, 17 Nov 2009 22:00:00 GMT

Online marketing intelligence and keyword tool provider Adgooroo today unveiled the AdGooroo Academic Program which will provide resources to help educators conduct Internet marketing research and offers students access to actual search engine marketing data.

The University of Chicago recently became one of the first educational institutions to sign up for the program.“Search engines and the Web in general have had a huge impact on the world around us, and this partnership program not only helps the University of Chicago expose students to the world of Internet advertising. It allows us to submerge them into actual marketer campaigns and let them see for themselves what a competitive channel online advertising has become,” said Linda Darragh, Clinical Associate professor of Entrepreneurship at the University of Chicago’s Polsky Center of Entrepreneurship. “Having access to resources like these from AdGooroo enables us to provide this experience for students and take the lesson from figurative to real world.”

In addition to offering a free academic license to AdGooroo’s SEM Insight, the company is also providing other valuable resources to qualifying educational institutions. AdGooroo academic accounts also have access to reprint rights to individual chapters of Stokes’ book, “Mastering Search Advertising” and to data contained in AdGooroo’s Quarterly Search Engine Advertiser reports.

“Supporting the academic community is a top priority for AdGooroo, and we’re offering them free access to SEM Insight, our flagship research tool. Commercial users are paying at least $399 a month to use this tool,” said AdGooroo Founder and CEO, Rich Stokes. “It’s important to AdGooroo and me personally to cultivate the understanding of accountable online advertising and particularly search advertising at the student level. We’d like to serve as a helpful resource to academic departments and professors around the globe.”

Stay up to date on the latest Internet trends:
Request a professional subscription to Website Magazine,
the most popular print publication on Web success.

SEM Insight Shows Marketers What Competitors Spend Online

Pete Prestipino — Mon, 10 Aug 2009 18:13:00 GMT

AdGooroo, a provider of competitive search engine intelligence, announced three new features of its SEM Insight offering.

Perhaps the most interesting of the new features is in Budget Analyzer. The forecasting tool enables marketers to track and respond to competitors’ paid search impressions, clicks, click through rates and total spend. Budget Analyzer combines data from a number of sources into a model which predicts traffic, searcher click behavior, quality scores, and the average CPC for every ad seen in your targeted keywords.

AdGooroo also integrated AdWords Data Calibration and Search Engine Optimization (SEO) Traffic Estimator into SEM Insight. These features enable marketers to import their Google AdWords campaigns to improve budget estimates and obtain estimates for competitors' organic search clicks and click through rates to track and compare their own organic traffic for Google, Yahoo! and Bing to that of their competitors.

“With the addition of Budget Analyzer to SEM Insight, advertisers can now see not only their competitors’ search traffic, impressions and other optimization efforts, but also what they spend,” said AdGooroo Founder and Chief Gooroo Rich Stokes. “Enabling marketers to see how competitors spend their ad dollars online offers a leg up on the competition and the ability to achieve the greatest possible return on their search investment.”

Big Moves for Bing and Google, Says AdGooroo Report

Pete Prestipino — Mon, 13 Jul 2009 18:23:00 GMT

Adgooroo released its quarterly Search Engine Advertising Update today and the big winner looks to be Bing. The site surged to more than 22 million monthly visits and now calls some very big names (e.g. Dell, Sears, Hotels.com, Marriot and Home Depot) clients of its advertising platform.

“We measured a 5.46 percent increase in first-page advertisers in May (just ahead of Bing’s release) but saw a 3.31 percent decrease in June,” said AdGooroo Founder Rich Stokes. “The data also uncovered substantial decreases in ad coverage; so Bing is serving up significantly fewer first page ads than Live Search had served previously. This is great news for Bing users and advertisers since reduced ad coverage typically improves the user experience and indicates less competition for advertisers that decide to get in the game.”

The new report also includes documentation of other trends that emerged during the second quarter including a comparison of the second quarter and year ending June 2009 performance of Bing, Google and Yahoo!; and alphabetical listings of each of the three engines’ top 25 advertisers. The alphabetical lists of top advertisers contain some interesting and noteworthy newcomers. Google’s list of top second quarter advertisers, for example, included Bing.com. Newcomers on the Microsoft list of top advertisers include many well known brands that have embraced the engine early, perhaps hoping to capitalize on the substantial Microsoft advertising campaign currently supporting the Bing launch.

The report also covers year over year growth in advertiser base for each of the three engines. Although Microsoft generated an impressive 35 percent growth in its advertiser base year over year, Google won this battle by increasing its own base of advertisers, the largest by far among the three engines, by 52 percent. Yahoo! grew only 14 percent over the same time period.

Yahoo! Gains Ground in Search Advertising

Mike Phillips — Mon, 13 Apr 2009 17:27:00 GMT

AdGooroo has released their Search Engine Advertising Update for Q1, and the findings are positive for Yahoo! The report finds that Yahoo! is gaining some ground in the paid advertising marketplace. According to the report, Yahoo! saw a 10 percent increase in active first-page advertisers over the first three months of 2009. The increase appears to come mostly at the expense of Live Search which, in February 2009, saw a whopping 30 percent drop in first-page advertisers. It also suggests that Yahoo! is back in the game, and perhaps it's time to shift some ad spend to the perennial runner-up in the search engine races.

Some other notable findings include:

Yahoo! leads the way with the average number of ads per keyword (US only) - 6.05 as of March 2009. Google is next with 5.44 and MSN is third with 3.92.
Ad results are boom-or-bust. About 42 percent of Google keywords contain no ads, while 15 percent have ten or more ads. Only 18 percent of Yahoo! keywords displayed no ads.
Since December 2008, Yahoo! has gained 6.5 percent in market share of all advertisers, while Google has lost 0.9 percent and MSN lost 4 percent (US and international).

The findings also see the travel industry stepping up its advertising, as is normal for this time of year, and a big increase in spending from BankOfAmerica and car resellers.

The full report is offered with site registration.

Major Gains For Search in Q4

Pete Prestipino — Tue, 13 Jan 2009 15:48:00 GMT

Online marketing intelligence provider AdGooroo released a report today indicating major gains in search during the fourth quarter.

Google led in Q4 with first-page advertiser growth of 58.0 percent, followed by Live Search with 42.3 percent. Yahoo! trailed with a mere 8.8 percent, surprisingly low given the brisk pace of online holiday sales.

“Ad coverage on the search engines continues to provide a reliable indicator of advertising activity and is the focus of increased industry chatter,” said AdGooroo Founder Rich Stokes. “The Q4 report shows that we measured large increases in ad coverage on Google. Microsoft ad coverage fell, on the other hand, likely indicative of their continuing focus on ad quality control and holistic search. Yahoo! showed little change in ad coverage from other 2008 reports.”

Other significant findings contained in the report include:

A combined Microsoft/Yahoo! entity would increase large advertiser counts on the Live Search network by 157 percent, making a strong case for Microsoft acquiring Yahoo!.
Microsoft continued to close the gap in advertiser share with Yahoo: In Q3, Yahoo! led by 17.6 percent, but this lead has narrowed to 3.0 percent at the end of Q4.

Those interested in learning more can view and download a complimentary copy of the report, “Search Engine Advertising Update – Q408” in the AdGooroo Research Library.

AdGooRoo Mid-Quarter Search Advertising Report

Pete Prestipino — Thu, 04 Dec 2008 17:43:00 GMT

A report released today by AdGooroo indicates that Google had huge fourth quarter advertiser gains, while Yahoo! continued to lose advertiser share.

“Google’s active advertiser count is a whopping 54.9% higher than it was in the fourth quarter of 2007, and this runs counter to what we hear in the marketplace today,” said AdGooroo Founder and Chief Gooroo Rich Stokes. “Some of this growth can be attributed to general year-over-year growth in consumer search usage, but Google has clearly adjusted their algorithm to serve more ads to consumers in each search in order to generate this impressive growth in first-page advertisers.”

Other significant findings contained in the report include:

Microsoft increased its share of advertisers by an estimated 11.5% from Q3 2008.
Although Yahoo! increased its active advertiser count, its U.S. and international share of advertisers dropped from 30.4% in September to 20.4% in November.
Q4 2008 may be the strongest quarter on record for both Google and Microsoft.

The Mid-Quarter Search Engine Update (Q408) can be downloaded from the AdGooroo Research Library for free.

AdGooroo Top Ad Copy Report

Pete Prestipino — Tue, 19 Aug 2008 19:15:00 GMT

AdGooroo introduced "Top Ad Copy Report" to its SEM Insight’s offering to provide advertisers with examples of the industry’s most effective search advertisements, including those of competitors. The reporting function selects ads positioned to perform exceptionally well based on a patent-pending screening process developed by the AdGooroo research team.

From the release: The Top Ad Copy Report compares the effectiveness of online ads served in response to specific keyword searches, determining relevance based on various factors including coverage (percentage of time an ad appears for a given keyword) and position (relative high or low position on the search results page). Armed with this analysis of advertising effectiveness, advertisers can employ copywriting techniques that have proven successful in generating attention and response for specific sets of keywords.

“For the first time ever, advertisers have a reliable tool to help them discover the most powerful online ad copy,” said AdGooroo Founder and Chief Gooroo Rich Stokes. “With the Top Ad Copy Report, SEM Insight users can see what’s working and what’s not in any given space. The report is easy to use and automatically finds the best ad copy in the keywords any particular user has chosen to track.”