Daily SearchCast, July 26, 2006: Google Use Of Landing Pages For Ad Rank Raises Issues; Google Now Reporting Invalid Clicks? Google Parachute (Beta) & More!

Today’s search podcast covers issues with Google making more use of landing
pages to rank ads; Google now reporting invalid clicks to advertisers; online ad
spend expected to continue rising; bailing out of the Google Jet and more!

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Below are links to items discussed:

  • Detailed
    Look into the Google AdWords Landing Page Algo

    The Google AdWords landing page algo changes this month have resulted in many
    advertisers sitting up and thinking about quality issues beyond their ad copy,
    and looking more closely at their landing pages. I caught up with Google to
    get specifics on how the algo works, including just how they decided what made
    a good landing page versus what didn’t when they created their algo. I also
    have ten best practices for advertisers needing to improve landing page
    quality. The full length SEW subscribers article is here. A shorter (but
    free!) version is here. Want to share your own best…

  • Virgin’s Not So Generous Frequent Flyer Program
  • Google
    AdWords Now Reporting Invalid Click Rates

    Google is now offering AdWords advertisers the ability to see how many invalid
    clicks that Google catches before they are billed. “Estimating
    invalid clicks
    ” from the Official Google Blog has more about this good
    move, which should help to better educate advertisers.
  • Google
    Toolbar Look-Alike Installing Malicious Programs

    Search Engine Journal
    on a SurfControl release that fake Google Toolbars are being
    downloaded unknowingly and causing those computers to be contaminated with
    malicious programs. The programs then use the computers to send out mass-email
    spam and/or for “internet attacks.” So be careful where you download your
  • Online
    Ad Spend 9% Of All Ad Spend By 2011

    ClickZ reports on a JupiterResearch report that online advertising spend is
    projected to snag up nine-percent of the total advertising pie by 2011. They
    estimate that $25.9 billion in revenues will be spent on online ads by 2011,
    “rising at a compound annual growth rate (CAGR) of 11 percent over the next
    five years.” For search marketers, of that 9-percent of the pie, 43-percent of
    the online ad spend will be search base ads accounting for $11.1 billion, by
  • AOL
    Redesigns Local CityGuides

    Thanks to Gary Price for pointing out that AOL has launched a beta redesign of
    its popular CityGuides. Here’s the current version of the site for New York
    and here’s the new beta version of the same city site. Of the more than 300
    CityGuides AOL offers, the top 25 are part of the new beta.
  • FAA
    Safety Instructions For The Google Jet

    InsideGoogle spotted a funny write up named Google founders eager to take
    users for a ride. I’ll quote the piece InsideGoogle quoted. I’m now required
    by the Federal Aviation Administration to give the following safety
    instructions, because our aircraft is in beta and always will be:

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