Starting From Search

Know Thy Searcher

For the last week, I’ve been humbled by the flu. I’m honestly not sure what was worse, having the flu or subjecting myself to 5 days of cable TV while I lay on the couch. (I feel very close to Bob Villa now.)

While I sat on couch, cheering my white blood cells on, I did a search for "flu symptoms." I noticed a common search problem—a case of one advertiser knowing who they are talking to and others who are clearly not sure.

Search marketing like other forms of marketing, need to focus on "the who." Not the stellar British rock band of the 60s and 70s, but those who are searching. You must know who you are talking to in order for the brand message to break through the clutter. The keywords you bid on tell you "the who" and what their intent is.

This PPC ad is perfect.

It's to the point and addresses exactly what anyone searching for information on flu symptoms needs.

Tylenol, on the other hand, is wasting money (and a consumer’s time) because they don't know who they are talking to.

Simply, I don't have a "common cold," I have the flu. Based on my search—flu symptoms—what I want is pretty clear. Their PPC ad does not begin to address my intent for searching.

Next, I did a search for "flu treatments" and found the same issue. A few very good PPC ads that spoke to and leads to information about how to treat the flu. But again, Tylenol misses:

Once again, I'm not trying to treat a cold. I'm dealing with nausea, a flu symptom not a cold symptom. But, alas, Tylenol is not alone. Vicks also uses off-target copy.

PPC ads must address the intent of the searcher in order to convince them that your site has information they can use. That is why a consumer will click. For some keywords, this can be tricky to judge. Multiple ads can help you test your way into figuring out what ads speak to the consumer the best.

But in some cases, such as with flu symptoms and treatment, the intent is clear. And failing to address the consumer's need will send them clicking somewhere else.

Microsoft Makes $45 Billion Bid for Yahoo

Microsoft has made an "unsolicited" $45 billion bid for Yahoo! in a cash and stock swap. This was a deal a long time coming and frankly, isn't a surprise for anyone in the industry. Microsoft and Yahoo have been seen flirting at the dance before.

Why now? Both are concerned with Google's ever increasing dominance in the search space. This purchase would be a merging of armies to take on Google. And considering Yahoo's inability to gain traction after their executive reorg last year, its perfect timing on Microsoft's part.

Here's the thing: If Yahoo wants to sell, this is the best deal they will ever get. Other than Google, Microsoft is the only other company rich enough to buy Yahoo. Google would never buy them and Microsoft would never offer a true merger among equals. Yahoo-Soft? Micro-hoo? No way.

But, should they do it?

In order to beat an opponent like Google, you have to be ready to fight like hell. Yahoo stopped fighting 3 years ago. Microsoft, on the other hand, loves a good fight.

This bid might have been unsolicitied, but Yahoo has already considered this option. It's already been throughly discusssed on how to approach a bid by Microsoft. In fact, it says so in their press release:

SUNNYVALE, Calif., Feb 01, 2008 (BUSINESS WIRE) --Yahoo! Inc. (Nasdaq:YHOO), a leading global Internet company, today said that it has received an unsolicited proposal from Microsoft to acquire the Company. The Company said that its Board of Directors will evaluate this proposal carefully and promptly in the context of Yahoo!'s strategic plans and pursue the best course of action to maximize long-term value for shareholders.

The last sentence says it all. Get ready for a sale.