Funny, the biggest Net marketing trend these days I hear when interviewing people is Google hate. "Everyone loves them, they have the best brand in the world, but really they stink!" is a typical rant. I think most of it is due to human nature more than any research.

You know: Google is massive, Google is insanely powerful, Google and Bill Gates both have a "G" in their names... Jealously and fear are very powerful.

Last week, not one but two separate research studies were released revealing "Ta da!" that Google clicks are not quite up to snuff compared to other search engines. (Links to more info below.)

First BIGresearch released a study with the key finding, "Yahoo Tops Search Engines for Influence to Purchase." (Note: These folks mainly study the consumer marketing world, not B-to-B.)

The next day, Web analytics firm WebSideStory released a study showing the following conversion stats across their many clients:

AOL traffic 6.17%
MSN traffic 6.03%
Yahoo traffic 4.07%
Google traffic 3.83%

However dramatic this data, you should also realize (as I do) that the average marketer is often buying up to tens of thousands more keywords from Google than they are, in particular, from AOL or MSN so of course conversions would be lower. Broader terms equals lower conversions (but often cheaper CPC and better ROI).

Also, whether or not clicks from Google's non-search AdSense network are included is not noted. If they are (and I bet they are), lower conversions would make sense as contextual ads almost invariably pull lower conversions than search ads. Duh.

OK, while I'm not the biggest Google fan in the world (it's hard to unwaveringly adore a company that holds massive power over your bottom line -- as Google does for those of us who rely to some degree on search traffic) I suspect this anti-Google research is in some part a very human backlash against its gargantuan-ness.

My recommendations in response to these studies?

#1. If you're focusing ONLY on Google get thyself onto additional mainstream search engines, niche engines, and/or shopping engines. As we've documented for two years now in our Search Marketing Benchmark Guide, a sizeable portion of the online marketplace doesn't use Google, or only Google.

A smart direct response marketer would never mail only one list unremittingly. Why focus on a single search engine?

#2. If you are lumping in contextual ads with your search ad buy, as far too many marketers are, split these campaigns and track them separately.

Contextual ads which appear on non-search-results pages can get strikingly different conversion rates than search ads. Your clicks are in a profoundly different psychographic. Just because a campaign has the "Google" name on it (i.e. AdSense) doesn't mean it's going to perform as well as listings that actually appear on Google will.

#3. Search optimization (SEO) is generally far less expensive than an aggressive paid search campaign to get the same amount of traffic. Plus, the effects are longer lasting, and conversions are frequently in the same range (or even higher) than paid ads on engines.

This year marketers will spend roughly 1/8th of their search budgets on SEO, and 7/8th on paid search ads. That's really stupid. (Lemmings, cliff ... you get the picture.)

#4. Don't use any search engine's complimentary tool service to track your conversions. Why would you give someone who sells you ads all the data they need to decide if they should put the price up higher?

It astonishes me that marketers who would never publicly reveal their conversion data will hand over the keys to the data castle in exchange for a little comp software. Google may be an awfully nice brand, with awfully nice people, but this is business, remember?

Since when do you allow an ad rep inside your books?

Anyway, rant over. Here's a link to my other Blog over at ContentBiz where I first discussed this data last week and gave links to studies:
http://blog.contentbiz.com/

Anne Holland - Publisher
MarketingSherpa

P.S. As always, our Case Studies and articles are open access for about 10 days. Then they go into SherpaLibrary where you can research for a small fee. The links always remain the same.

#2. Top 5 Lessons Learned When PETCO Added Online Shopper Reviews

If you've ever debated giving online shoppers the power to add reviews to your site, this Case Study will answer many of your questions.

Includes tips on how to get shoppers to post enough reviews so you don't look lame; whether you should fear negative reviews; and good ways to use reviews to improve conversions:
http://www.marketingsherpa.com/sample.cfm?contentID=3186
(Open access until Feb 25th)

#3. How Network Appliance Launched a Public C-Level Blog (Hint: Delicately)

Do you wish your company followed the likes of Sun and Cisco and allowed employees to blog? Then you'll enjoy Sherpa's behind-the-scenes interview with Network Appliance's Sr. Manager of Corporate PR.

Jody Baumann reveals the year-long journey from concept to launch date, including internal politics and technology. (We never guessed great PowerPoint skills could make or break your Blog launch.)

Plus, discover why Baumann's been careful *not* to market the C-level blog yet, even though it launched last September:
http://www.marketingsherpa.com/sample.cfm?contentID=3187
(Open access until Feb 25th)

#4. 50 Million US & UK RSS Users Don't Know They Use RSS - How to Reach Them

Currently at least 75 million consumers and businesspeople in the USA and UK use RSS on a regular basis. However, depending on which study's stats you believe, only 17-32% of RSS users actually know they're using RSS.

That's right -- roughly 50 million regular RSS users would say, "Huh?" if you asked them what RSS was.

What do they think they're using? And, how can you take advantage of this more-booming-than-expected RSS universe? Here's the latest report from MarketingSherpa's research team:
http://www.marketingsherpa.com/sample.cfm?contentID=3188
(Open access until March 2nd)

#5. Research Data on the $16.9 Billion Promo Products Industry -- Why T-Shirts & Embossed Pens Can Out-Perform TV & Internet Ads

76.1% of consumers studied said they could remember the brand name of a company that gave them a promotional item in the past year -- versus 53% who could remember a TV or print ad from the past month, and even fewer recalled an online ad from the past week.

Promotional products -- from logo t-shirts to brand-stamped rose petals -- really work. And there's plenty of research data to prove it.

Which explains why in a search-marketing-mad world, the promo products industry is quietly raking in nearly three times more ad dollars. More data and tips:
http://www.marketingsherpa.com/sample.cfm?contentID=3185
(Open access until Feb 24th)

#6. Fame Briefs: Email Awards (Bad) News + 2 Speaking Gigs

Here's your quick listing of the latest marketing, ad, and PR awards you can nominate yourself for:
http://www.marketingsherpa.com/sample.cfm?contentID=2632
(Open access = permanent)

#7. Help Wanteds: 29 New Jobs & 5 Seekers Available

The past week's new posts include positions from MarketingFX (Sydney), NYTimes.com, Forrester Research, Versant, Sundance Catalog, and eStyle. Plus, learn how to post your own opening complimentary service).
http://www.marketingsherpa.com/sample.cfm?contentID=2522
(Open access = permanent)

#8. New Giveaway: "Your Marketing S**ks," by Mark Stevens.

We actually resisted reviewing this new book for quite a while because the name was so depressing.

Let's face it, the marketing profession has taken more than its fair share of knocks in the past few years. Sherpa's mission is to help you feel proud about your job, get better results, and perhaps more respect from management.

That said, the book title alone proves author Mark Stevens really knows marketing. You can't help but crack the cover to see what's inside. So, we did. And found ourselves pleasantly surprised.

This 200-page paperback is a fairly quick read -- covering most of the 101 marketing basics you wish your CEO knew better so he or she would approve your ideas.

Want a copy to give out to senior management? Mark's donated five to MarketingSherpa so we can hand them out to you. Enter your name in the hat to try for one:
http://sherpa.bookcontest.sgizmo.com
(Ends 02/26/06)

+ Winners of last week's giveaway are...

These five lucky marketers will get their own copies of "Married to the Brand" by William J. McEwen.

• Paul Sutton, Deloitte, Sydney Australia
• Cheryl Sullivan, Hasbro, Pawtucket RI
• Anne Griffith, Kintera, San Francisco CA
• Frank Omahony, Kahuna, Santa Fe NM
• Denise Benjamin, ProClarity Corporation, Boise ID