Archive for May, 2010

Google’s SSL Page: Why We Need To Be Less Private

Posted by Alan Mitchell in discussion on May 28th, 2010

Last week Google announced they are offering searchers the option to use SSL when they search. SSL stands for Secure Sockets Layer, and is a method of web encryption. When using Google’s new SSL page, your search terms, web history and other personal information will be encrypted, thereby improving your privacy.

With SSL, you can search and browse in full confidence, knowing that your personal information and browsing habits will never find its way to unscrupulous third-parties. When you click on a Google link, and visit an external site, because your browsing is encrypted, the site you visit will not be able to see that you came from Google – nor will they be able to see what you searched for. Advertisers therefore can’t use your personal information to provide you with ads for things you don’t need or want.

Sounds great, doesn’t it? And the more secure we can make the web, the better, right?

Not exactly.

It is only once we consider the implications for the web businesses that we realise the sheer importance of such analytical data. It is only when this data is threatened to be taken away, that we realise that SSL encryption might not be in the public’s best interests.

Let’s see why.

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The Broad Match Generator

Posted by Alan Mitchell in Techniques on May 20th, 2010

Google AdWords gives pay per click advertisers a wealth of tools to create, test and optimise highly-targeted pay per click (PPC) campaigns. One of the methods of doing so is through match type: exact, phrase and broad.

While exact and phrase match keywords are generally more controllable than broad match keywords, broad match can open up your business to a significant number of additional customers – those who might otherwise have been missed if only exact and phrase match keywords were used.

As we consider the pros and cons of each match type, we find that a balance is therefore required between the extra visitors broad match can deliver, and the quality of those extra visitors. In trying to find that balance, we consider a technique called the Broad Match Generator, which uses broad match search queries to generate new exact, phrase and negative keywords. We see how the methodical process of regularly analysing  search query data, to continually expand keyword lists and ad text relevancy (Broad Match Generation), can help take advantage of the opportunities of broad match while still delivering a strong return on investment.

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