Ask Jeeves Steps out from under Google’s Ad Umbrella - Ask Jeeves Sponsored Listings
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The general manager responsible for handling Ask Jeeves Sponsored Listings answers to InterActiveCorp; the program falls under the heading of IAC Advertising Solutions. Some the largest benefits touted by Ask Jeeves of its advertising program include a lower minimum amount of money required to get into the program, and a greater ability for advertisers to manage their campaigns. James Speer, vice president of marketing and products for IAC Advertising Solutions, observed that “Ask Jeeves’ customers wanted greater control over their advertising campaigns, and our new product empowers advertisers without sacrificing the high level of customer service for which Ask Jeeves is known.”
The program boasts proprietary Ask Jeeves and third-party licensed technologies. Some of its features include:
- An automated system that provides control over purchasing, management and campaign optimization.
- Instant campaign activation and a 24 hour cancellation policy.
- Spend management options that include daily or monthly budget limits.
- Bidding system.
- Real time campaign reporting and account alerts.
- Automated click fraud protection.
- Bulk-loading support for large keyword lists.
- Standard creative format.
Among these features, the one that I am most curious about is the automated click fraud protection. Google, Overture, and presumably other major search engines have teams working to identify click fraud, and also try to catch it with algorithms that measure as many as 50 (or more) aspects of ad clicks. There was no further information available at the time of writing, however; Ask Jeeves scheduled its sponsored listings program to go live August 15.
As more businesses that advertise online learn about click fraud, how well Ask Jeeves can filter that out will become a factor in the success of its program. This is especially true considering that Ask Jeeves intends the automated sponsored listings service to appeal to those with less money to spend than their Premiere Listings customers – so they are presumably less able to absorb the costs of click fraud.
Google might be most curious about the “standard creative format” feature. It seems likely that Ask Jeeves will be following Google’s lead as far as the style of its sponsored listings. If Google becomes annoyed at losing the Ask Jeeves network of sites as an ad affiliate, it might try to make trouble in the courts by claiming the form of the ads infringes on its own format.
Of course, it’s not just the creative format of the ads that is standard about the Ask Jeeves program. Practically all of these services seem to be identical to what Google offers with its AdWords program. While some observers have mocked the smaller search engine for its copycat approach, it does make a certain amount of sense. After all, it works well for Google. Additionally, giving potential advertisers something they are familiar with is likely to reassure them, and make them more likely to use the service.
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