Internet-based ad company DoubleClick has announced its intended purchase of Performics, a search engine marketing company. The deal is expected to be worth $65 million with DoubleClick paying $58 million in cash. The remaining $7 million will come from future earnings.
Performics allows users to track the performance of ad campaigns that appear in SERPs. DoubleClick stated that it plans to combine the technology Performics uses with its own to better track online advertisement performances.
Previous customers of Performics will have access to DoubleClick's services once the acquisition is complete including online ad management, email and website analytics. Incidentally, 11 of Performics' Top 15 customers are also part of DoubleClick.
The addition of Performics raises DoubleClick's operating expenses by nearly $9 million.
By WebProNews
A study by comScore found that Canadians web users performed many more searches than their American counterparts. According to comScore's test, "approximately 85 percent of the Canadian Internet population conducted at least one search at the top engines each month, compared to 73 percent of the U.S. population."
With this many searches being done by the Canadian people, keyword advertising would offer a nice return on investments made by advertisers. A comScore's study hypothesizes this as well.
Brent Lowe-Bernie, president of comScore Media Metrix Canada had this to say about Canada's potential for SERP advertising: "With more than 60 percent of home users accessing the Web through a broadband connection, it didn't surprise us to find that Canadians are more frequent search engine users. These numbers should offer a clear indication to search providers and marketers that Canada is fertile market for search engine advertising."
Another interesting find from comScore was the percentage of search engines used by the Canadian searchers. Not surprisingly, Google is the search engine of choice. It's the percentage of users who select Google that catches the eye. 62% of searches done in Canada are performed with Google.
The second most used search engine was, like the United States, Yahoo. However, unlike the US, Yahoo percentage of users was surprisingly small. The Life Engine, as its called in Yahoo's new marketing campaign, managed only 15% of search engine traffic. That's right, second place only pulled a 15% share.
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Third place, along with the category called 'All Others' shared the remaining 24%. I think it's safe to say that Google controls the Canadian search market. It seems like a good time to steer Google advertisers north of the US border.
However, a humorous, alternate opinion from MarketingVOX suggests ignoring these findings altogether. A quote from their article titled Filtering Canadians May Improve ROI says, "This (the study), combined with the fact that Canadians spend far less online, makes these impressions much less valuable to advertisers."
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Hi and forgive me if this has been covered, I didn't find it in the topics. I'm wondering if listings in directories and less known search engines with a lower ranking can hurt mine. Does anyone know?
By WebProNews
