Other speakers included Expedia’s Faye Sheppard, Microsoft Advertising’s Caroline Mastoras and Big Mouth Media’s Anneli Ritari. There were many useful talking points thrown up by the presentations, with the role of social media, re-targeted ads, SEO and mobile all up for debate. A whole spectrum of approaches to online campaigns were put forward; from new technologies being explored by Microsoft, to a case for a more 1950s view of display campaigns advanced by Adam Pattinson of Specific Media.

Presentations given on the day are now available via the IAB website.

Many thanks to everyone at the IAB for organising the event, and a special thank you to Jon Mews for chairing proceedings with a particularly special sense of humour!

Katherine Eames, Account Manager

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It might seem obvious that as results now display instantaneously and change as the search terms are entered – without users having to hit enter after each search – it follows that users will refine their searches as they go, based on what they think of the instantaneously-served results.

However, it is not for certain that people know what it is they want to find before they start searching for it. Will users really continue refining their searches by using longer and longer search queries, or will they want to keep their options open and explore the web based on the results closest to a more limited string of terms?

For example, a user might know that they want to buy at 32 inch LCD TV, but beyond that they might not have a preference – or not have enough information to be able to decide – about the TV’s exact specification (brand, colour, serial number, etc). They might therefore decide to search on keywords related to ‘32 inch LCD TVs’, but not extend their Google search further than that. Any deeper comparisons may be done on the rest of the web, away from Google. If this is the case, we might wonder whether sites optimised for longer tail keywords are really in a better position following this change, as some have already argued.

Google’s attempt to predict with ever-greater accuracy what a user is looking for might be more effective on brand-led search terms than ones where generic terms lead. Compare the difference in results, for example, on ‘Comet sales’ against a generic term that is also related to a brand: ‘Low cost holidays’. The impact on sites that are dependent for their traffic on mis-spellings could be significant, but at the same time Google is good enough at predictive corrections to suggest results that have already anticipated the most common mis-spellings. Generic terms however are another matter. A company whose brand name incorporates a generic search term, such as ‘Low Cost Holidays’ or ‘Sports Shoes’ (or even part of a generic term), might find that users bypass the opportunity to click-through to their sites and opt to continue typing, refining their searches as Google automatically suggests results tailored to those generic terms and attempting more accurate and informed click-throughs. As such, Instant Search could potentially lead users further away from the advertiser quicker, and therefore it might be necessary for these advertisers to rank better for long-tail generic terms, or brand + generic long-tail terms (‘low cost holiday car rental’ or ‘low cost holiday travel insurance’, for instance).

Advertisers may find it necessary to look to affiliates to support them to a greater extent for long-tail keywords that follow common generic search queries. For example, at present Google returns results for Tesco, Curry’s and John Lewis on ‘LCD TV’; for Curry’s and Tesco on ‘LCD TV 32 inch’; but for none of these three on the longer tail ‘LCD TV 32 inch reviews’.

If we imagine a scenario in which users know roughly what they want – a TV, or travel insurance, for example – but not exactly what they want (or are not willing to search for exactly what they want) – a 32 inch Samsung LCD TV, for example – then searches are likely to stop somewhere ‘in the middle’: on a relatively short but nonetheless product- or service-specific search term. Users are unlikely to be satisfied with the results presented very early on in their Instant searches. A user beginning their search with the term ‘car’, for instance, does not necessarily want to shop at the first suggested results: Carphone Warehouse. Google’s Instant search results invite the user to extend their search far enough until Google has found an apt suggestion for their query. However, users may not wish to keep searching beyond what they are absolutely sure of looking for in case they miss potentially good offers or want to keep their options open.

We might compare this situation to an analogous one that has faced price comparison sites. As comparison sites have become more and more sophisticated, users are invited to refine their searches to an ever greater degree. It is no longer enough for a user to know they want an LCD TV, they are invited to go further and specify the brand, the colour, the dimensions and more in-depth specifications. As argued above however, it is not always clear that potential customers are yet aware of what they want to this extent, and even if they were, whether they would be willing to risk missing out on deals, offers, or similar products by going through a more in-depth search. One possible implication for affiliates might therefore be that the hard work of converting the sale would still take place on affiliates’ site, despite their route to this site from Google being slightly different, perhaps shorter.

There are however a few things that the appearance of Instant search makes more certain. One might be that the greater the use of Instant search the less important that below-the-fold results will be. This is likely in turn to privilege the paid results, which for most popular keywords with Instant search appear to be more prominent and more numerous than organic listings. Searches will be quicker, and so the impression times for each paid ad will be shorter, but the relative importance of the placement of these ads against the rest of the search results will be greater as the generic terms further down the page will get seen less. However, we might wonder whether people will still prefer to cast their eyes up and down the results page after each search, rather than only at the top few results with Instant search.

There is a final consideration to think about. If Google is expecting that users are more likely to continue searching for something until they find results which offer them what they are looking for, exposure to paid ads is going to be far greater, even if they are not clicked on precisely because the paid ads change as the queries change. For example, suppose a user wants to search for ‘mobile phone exchange’ with the intention of getting cashback on their old handset. The keyword ‘mobile’ might return paid ads for Carphone Warehouse, as might the extension to ‘mobile phone’. Finally, if the full search term, ‘mobile phone exchange’, also shows a paid ad for Carphone Warehouse the user will have been exposed to Carphone Warehouse ads at every stage of their search – essentially, for three different search terms. Surely this would increase the chance of them clicking the Carphone Warehouse ad, even if its position was lower than a competitor’s – such as Mobile Phone Xchange’s – given the likelihood that the user now has the impression that Carphone Warehouse is the best possible result for their mobile-related query? Carphone Warehouse could be embedded in the user’s mind as synonymous with mobiles.

Search habits and attitudes vary from person to person, as does the way we interact with our computers when we search. Think, for example, of the difference in user experience for someone who touch-types and can look at a page of results at the same time as they search, compared to someone who looks from the keyboard to the screen alternately. The introduction of Instant search by Google might be seen as a part of its wider strategy to bridge the gap between what the user looks for and what they find, and therefore an attempt to keep users on Google and diminish the time spent hopping around the rest of the web. We will have to wait and see however to what extent users adopt the new service or reject it, and how affiliates and advertisers adapt to this new way of conducting search.

Owen Hewitson

Client Strategist

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You have played that game with the gofer’s head. There are 6 holes and a gofer pops her head out and you need to hit it in the head before it scoots back into the hole. It’s a fun game that provides physical exercise, anger redirection (gofer is your grandmother), and instant gratification.

Instant gratification is a great thing. You perform a action and you receive instant reward. In the gofer game when you bop the head with the soft hammer lights flash and your score increases. Hit head, get reward – this triggers happy things in your brain so you like it and you try to hit another head.

Instant gratification can be used to do amazing things. Some guy in the 1940’s was able to make pigeons play the piano simply by giving the pigeons food every time they pressed the right key on a small piano. They were not playing Chopin but they could play a lot better then me.

Most of our body is designed around gratification. Eat something and if the body enjoys it then your brain will instantly reward you by making it taste good. Food touching your tongue makes you happy so you touch more food to your tongue.

And if you are doing something that biology wants you to be doing, like putting a thing into another thing and moving it around lots then your brain rewards you by making it feel really really good.

The lesson is clear. Biological brains are designed to respond to instant gratification. If you are doing something right then your brain makes you feel happy.

The Problem With Blogs and Their Lack of Instant Gratification

When it comes to blogs there is a problem with instant gratification. The problem is there isn’t any instant gratification – especially when you begin your blog.

You will spend countless hours building your blog. You will pay special attention to every detail. The logo must be just right, a day is spent positioning it into the perfect spot. Wording will be revised and revised. Only after many many adjustments and re- adjustments you publish the blog.

What happens? Nothing. Nobody visits your blog and the few that do could not care less about all your effort. Your perfectly placed logo. Your reference to the rare African dung beetle that took you 2 hours to research. It all goes unnoticed.

What can you do about it? Again – nothing. You dust yourself off with your head a little lower and continue. You think to yourself, maybe the gratification is just not so immediate, maybe it comes in a few weeks.

I have had my blog and website for 2 years and am still waiting for gratification. I have written over 40 great web pages. I have redesigned the layout and design of the website multiple times. I have over 50 well crafted and thought out blog post. I am still waiting for gratification. Still waiting for lights to flash and my score to increase.

Does your blog provide you with the instant gratification you crave? No? Neither does mine.

Even though the internet seems like a fast place, for most bloggers it is tearfully slow place. You design, you write, you try to please and get nothing. No gratification. Is it going to come later? Who knows? Maybe.

If you are expecting instant gratification, or even near instant then forget about your blog – go to the arcade and start bonking gofers on the head.

This post was written by Roman from How This Blog Makes Money

Watch the new TV campaign here – launched yesterday featuring all the girls, Twiggy, Danni, Lisa, VV and Ana.

The evening also entitled attendees to 10% off Womenswear, Menswear and Lingerie to give customers the chance to get their hands on all the new styles seen in the catwalk shows! Caryn Franklin also offered her expert advice in trend workshops, giving hot tips on the newest items to add to your wardrobe this season.

A huge thank you to M&S for such an enjoyable evening!

Katy

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Most of the people who choose to read this blog are interested in how to get out of the rat race and start working for themselves. This “dot com lifestyle” doesn’t have to be achieved through blogging, of course, so what other options do you have?

Eleven years ago, Peter Trevellian published a book called Escapology. The book has now been updated, revised and expanded for an audience in 2010. In fact, this is the tenth edition of the book and it serves as the subject of today’s review.

What’s Old Is New Again

Some people may scoff at books like that were originally published more than a decade ago. After all, things like Twitter and the Apple iPhone didn’t even exist eleven years ago. However, some of the content is “evergreen” and the rest has been updated to fit with contemporary life.

The book, which appears to be only available in e-book digital download format, spans over 400 pages and it describes various strategies of how you can “build passive streams of recession-proof income” and how you can “make insane amounts of money anywhere in the world.” We all want that, right?

Some of the e-book can be considered a tutorial or a guide, but a lot of it is based on real life experiences, not only of author Peter Trevellian, but also many of his readers, clients, and acquaintances. All in all, Escapology contains “101 easy ways to escape 9 to 5, become financially free, and have the time of your life.”

How to Escape the Nine-to-Five

The idea is that everyone is different and what may work for one person may not work for another. If you hate getting your hands dirty, a job as a construction worker probably isn’t appropriate. This is why Escapology offers 101 different methods for you to consider.

The first two chapters aren’t methods at all. Instead, they remind you that losing your job is “your lucky day” and that you shouldn’t get a job if you want to be rich. That’s because you’d still be trading hours for dollars, regardless of what hourly wage you manage to earn. Passive income streams, when implemented properly, have limitless potential.

Shown above is a brief snippet from the table of contents. You can learn how to be an Internet entrepreneur, for instance, as well as a passport broker, consultant, and a wealthy author.

Two Examples of Escaping

The actual content of the lengthy book may be interesting and valuable, but it is not without its faults. I found a great number of typos and other errors littered throughout the text, including errors in headers and titles.

Can you spot some of the issues with the excerpt above? They’re not sinful, but they do take away from the overall professionalism of the piece. Ironically enough, this is taken from the chapter for how you can make a large amount of money as a copywriter.

Instead of taking a flat fee, the author suggests that you take a percentage of the increased profit that your customers will enjoy as a result of your services. This opens up greater potential, but of course it comes at a greater risk as well.

One of the strangest methods described among the 101 strategies outlined in the book is to start your own religion. It starts off with a discussion of Jim Jones, but it goes on into how starting your own religion can be quite profitable. This reminds me of a South Park episode.

The chapter continues with a discussion on Scientology, selling inspirational books, and a career as a new age counselor. Interestingly enough, the next chapter discusses how you can be an independent missionary and earn “infinite returns on your investment.” How’s that for unorthodox?

Jailbreaking Your Life

I can’t really say whether the guidance provided in this book can be utilized by everyone, but simply exploring the different options available to you can really open your eyes to what is possible. There are chances at passive income streams all around you; you just have to see them.

The e-book is very text heavy, but it does offer some unique perspectives. From getting rich with an invention to running an import/export business, from tracing missing heirs to rock concert promoter, there is certainly quite a range for you to consider.

The e-book sells for $49.97 and comes with a 60-day money back guarantee.

CLICK HERE TO BUY ESCAPOLOGY

A few things to tell you about today…

First…

“Social Media” is all the rage everywhere you turn. On TV. In Magazines. Newspapers. Movies. And more. You’ve probably heard “Facebook” and “Twitter” so many times now in your life that you’re probably tired of hearing about them.

But the big question is… is using Social Media really good for you and your business? I think for most entrepreneurs the answer is NO.

At least “no” because of the way most people are using it. I’ve always said that Twitter and Facebook are great for SYNDICATION efforts. There are some great ways to auto-publish links to your articles, blog posts, etc. with them. And that is definitely something you want to be doing.

But I see so many entrepreneurs spending hours upons hours of their time ‘chatting’ with people on Facebook or Twitter. Somehow they feel that because they are using those sites, and because the media is so ‘big’ on Social Media, that somehow their business is benefiting from it.

In many cases, it’s THE OPPOSITE. Spending hours of time on Facebook and Twitter is most likely LOSING MONEY for folks.

In most cases, the traffic that can be generated from those sites is often very untargeted or very unqualified. Facebook Ads is the exception and I highly recommend you test with it and use it to generate targeted, profitable leads if you can. That’s where you can buy ads that run across Facebook based on user demographics and interests.

If someone takes the same amount of time they spend on Facebook or Twitter and spends it setting up ad campaigns on Google Adwords, or creating some targeted, highly optimized content for their site, they will make more money in their business. I guarantee it.

Something to think about.

Again, I DO think those sites can help your business, but you shouldn’t be spending more than 5% of your “business time” on them.

I challenge you to use “Anti-Social Media” for 2 weeks. (Or longer if you can do it.) Don’t use Facebook or Twitter at all. Put all of your time into SEO efforts, setting up AdWords campaigns, and writing articles. You’ll be surprised how much faster your business grows.

The second thing to tell you about today…

Is an update on ME.

A lot of people have been asking me about my travels and my ‘experiment’ with minimalism. After traveling non-stop for 2 months, I can tell you one thing for sure…

IT’S TIRING.

It’s rough to go from place to place and constantly be on the move. It’s like it’s hard to ‘relax’ for very long because you know your current surroundings are only temporary.

And being without a “home base” of some sort, I believe, works against you mentally. Your mind is always aware that you’re just a perpetual nomad and in ‘motion.’ I think the key to being able to perpetually travel is to stay in certain places for long periods of time. Even setting up a little “home base” and then travel to and from that point.

What’s up next for me is to spend some more time in MY OWN COUNTRY. There are some great cities in the US that I want to experience. I also want to be in the US to spend more time with my family. I’m realizing more and more that that’s what is truly important in life. (Yes, obvious, I know.)

As many of my long-time customers know, my brother died about 5 years ago. And not a week or so goes by without being reminded that I wish I had spent more time with him while he was still alive. And I know that one day (even, though, I definitely don’t like to think about it) I’ll probably have the same thoughts about the time I spent with my parents.

So along with a lot of other areas that I want to have more balance with, spending time with my family is one of them.

I definitely still have lots of destinations on the “To Do” list and I still plan on getting to them all — but I have already come to realize that I need a more balanced way to continue to travel or I will reach a major point of BURN-OUT.

As for the minimalism stuff, I’m still a huge believer in it. Not necessarily in only having a few shirts and outfits, etc. but just not having tons of STUFF in my life that can become a distraction. I’m sure that I’ll be acquiring some new things as I set up a little home base, but I’m definitely never going back to the life I once had in regards to owning an overkill of stuff.

The one thing I’ve really experienced so far on my little ‘journey’ is getting some perspective. I’ve had plenty of time to think about my life and focus on what’s really important — I’ve also thought a lot about past choices and how things may or may not have been different.

More than anything, I’ve realized the value of BEING PRESENT. That life really is short and it’s passing by in the blink of an eye. And I’ve been doing an interesting “Time Machine” mental exercise (you should try it)…

Whatever you are doing today, or with your days right now, imagine eventually being 10 years into the future. And imagine being able to get into a Time Machine and visit TODAY (10 years earlier). Would you want to be doing whatever you were doing then? Or would you wish you had spent those days doing something else?

Like not to harp on the Facebook/Twitter stuff, but think of a day in the recent past when you caught yourself ‘surfing’ for several hours on Facebook, Twitter, etc. You know, when you were just chatting it up with people, etc. and you really didn’t do much to make more money in your business that day – heck, we’ve all been there and done that many times.

Don’t you wish you could have a ‘do over’ and get that essentially worthless day back?

Something to think about.

And if you have a dream to start a certain type of business or to do something you’ve been thinking about for a long time, DO IT. Don’t wait. Just go for it NOW. Often times the “worst case scenario” if it happens when pursuing that dream isn’t all that bad — so it’s definitely worth the risk.

Since I was a kid, I’ve dreamed of having a video game company. And now, after putting it off for more than 25 years, I’m finally going for it. And even if it ends up not having the same success as other businesses I’ve had in the past, I really don’t think I’ll care. Because I know I’ll be a lot HAPPIER and excited about it. And at the end of the day, that’s really what matters.

So I challenge YOU… don’t wait. Do whatever you’ve always wanted to do TODAY — or at least get started with ‘it’ in some small way that you can accommodate in your life right now.

Yours For Online Profits,

John Reese

If you’re like me, you’ll know how frustrating the whole online video production process can be. There’s just so much to learn, and so much to do, and to be honest, it can do your head in if you let it get to. However, it doesn’t have to be that way.

My friend, Gideon Shalwick, will be running a brand new LIVE webinar where he shows you exactly what he does to outsource most of his online video work.

Gideon tells me that he’ll be revealing a secret technology that him and his outsourcing expert
friend discovered – a technology that can speed up your whole video production process to levels most people only dream about. You can find out more information about the webinar here.

The date the webinar will take place is this Tuesday, September 14, 8pm EDT (USA)

Make sure you watch Gideon’s whole video because he reveals a pretty shocking surprise at the end that you won’t want to miss.

Click Here To Register for Gideon Shalwick Outsource Video Webinar

We’ll also present our clients with some new exciting cooperation potentials for retargeting and social network advertising. Our advertisers are now able to cooperate with all leading international retargeting providers: advertisers select the ones they would like to work with and can manage all their activities centrally via the zanox platform. We’ll also tell you more about our newly announced Facebook advertising cooperation next week

During the dmexco 2010, we’ll also award the most successful online agencies of our German network for the first time. The zanox Agency Award will be granted in three categories: Best Publisher Support, Best Programme Performance and Best New Business. Join us for the public award ceremony on Wednesday at 6 pm and for the big Agency Award Winners Party starting at 6:30 pm at our booth. We are looking forward to seeing you there!

Graham Cox, the creator of the Ultimate Footer Ad has sent me a coupon code allowing you to get the program for only $37. The Ultimate Footer Ad is a script that helps you to increase newsletter sign ups. It can also be used to advertise whatever you want. The ad slides up from the bottom of your site and into view after a predetermined time that you set. The ad works really well because it’s almost impossible to not notice it.

While the Ultimate Footer Ad can be viewed as somewhat intrusive, it’s no where near as intrusive as the Aweber lightbox hover sign up form that takes over the entire screen. Bloggers who don’t want to run the hover box because of its intrusive nature will find the Ultimate Footer Ad to be just right. Best of all, the sign up from the Ultimate Footer Ad is almost as good as the lightbox.

You’ve heard me talk about the importance of building a mailing list. I have made over $4,000 in one day with my list. Building my newsletter list is the number one thing I work on and anything that can help me increase sign ups is going to get reviewed and tested. Here is a video of the Ultimate Footer Ad in action.

Use Coupon Code AFF37 To Get The Ultimate Footer Ad for $37

The Ultimate Footer Ad normally sells for $47 and it’s a great value at that price. However, between now and this Friday, you can get the Ultimate Footer Ad for only $37 by enter coupon code AFF37 at checkout. Alternatively, you can just click the link in this post as it has the coupon code hard coded into the URL.

Try Ultimate Footer Ad For 365 Days – Risk Free!

Ultimate Footer Ad comes with one year money back guarantee. Yep, you read that right. Download Ultimate Footer Ad and try it out for 1 full year. If your ad click rates haven’t at least doubled by then, just contact Graham for a quick, hassle-free refund, no questions asked.

The Ultimate Footer Ad is a fantastic product and is backed up with a fantastic guarantee. If you’re serious about building your list (or promoting whatever you want) you need the Ultimate Footer Ad. The price shouldn’t even be a consideration. If you can’t make way more than $37 from the increased conversions, then this business clearly isn’t for you.

Click Here To Get The Ultimate Footer Ad for $37