Seeking Out Alternative Search Engines

Share this article:

NEW YORK -- What's hot in search? Some might argue 'ABG': anything but Google.

"Extending Search Reach Through Specialty Engines," an Online Media, Marketing & Advertising Conference and Expo panel devoted to mainstream search alternatives explored topics like click fraud, lead generation and vertical search models.

"One of our key focuses now is becoming more vertically specific," said Chrysi Philalithes, vice president of global marketing and communications at Miva Media.

Ms. Philalithes said that by segmenting Miva's network the company sought richer branding opportunities while compromising a broader reach.

Chris Hulse at Business.com agreed saying that all search was vertical in nature because the user knows what they are looking for in vertical terms. His company is not seeking to acquire more reach but instead ensure more reliable leads.

"Vertical search is a quality play versus a quantity play," Mr. Hulse said.

On the subject of click fraud, panelists agreed the industrywide mischarges were inevitable.

"Even 1 percent is too high," Ms. Philalithes said. "Click fraud is a part of this industry. What matters is how people react and respond to it."

Mr. Hulse said his company believed negative experiences with search, primarily click fraud charges, would deter repeat advertisers, something a smaller search engine could not afford as compared to Google.

Zango CEO Keith Smith, whose company works in adware and not traditional keyword search, had a different opinion on click fraud's impact.

"Click fraud doesn't matter as long as your ROI is still there," Mr. Smith said. "I say that as an advertiser and not as a search platform."

Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.