Danny Sullivan has an article about the new Ask launch, and a subscribers only more in depth version as well.
For the most part their internal ad network will be a duplication of much of the core AdWords ranking technology (ad rank based upon CTR and CPC), and they will still use AdWords to backfill their ad network when they do not have many high value internal ads.
MSN should be launching their network around the end of this year, which will place Ask's ad network at #4 in terms of reach. With limited reach (Ask has around 5 to 6% of US search traffic), and the ability to buy ads that list on Ask directly from Google, it is going to be hard for Ask to build a large advertiser base.
What could help Ask gain exposure and mindshare for their new ad network (and may open them up to legal liabilities) is if they allow certain types of ads that people can't buy on other ad networks (such as US targeted gaming related ads). Controvercy equals free marketing.
They also should be able to do well in travel, loan, dating, and event ticket related verticals if they open up network ad space on IAC partner sites. Where would sold out concert ticket ads have any more value than being advertised on TicketMaster.com?
Advertisers will follow the inventory, so if IAC markets the heck out of Ask and increases search marketshare they will sell more ads. Running an internal ad network will allow them to be more flexible with how they monitize other properties and will make them less dependant on Google for revenue.
Ultimately the soon launching PPC networks has to be bad news for the smaller pay per click providers. Instead of Google, Overture, then FindWhat soon FindWhat (recently renamed to Miva) will be a number 5 position player, which can't bode well for their perceived traffic quality with how some of the other smaller pay per click engines are doing.
New to the site? Join for Free and get over $300 of free SEO software.
Once you set up your free account you can comment on our blog, and you are eligible to receive our search engine success SEO newsletter.
Already have an account? Login to share your opinions.
Gain a Competitive Advantage Today
Your top competitors have been investing into their marketing strategy for years.
Now you can know exactly where they rank, pick off their best keywords, and track new opportunities as they emerge.
Explore the ranking profile of your competitors in Google and Bing today using SEMrush.
Enter a competing URL below to quickly gain access to their organic & paid search performance history - for free.
See where they rank & beat them!
- Comprehensive competitive data: research performance across organic search, AdWords, Bing ads, video, display ads, and more.
- Compare Across Channels: use someone's AdWords strategy to drive your SEO growth, or use their SEO strategy to invest in paid search.
- Global footprint: Tracks Google results for 120+ million keywords in many languages across 28 markets
- Historical data: since 2009, before Panda and Penguin existed, so you can look for historical penalties and other potential ranking issues.
- Risk-free: Free trial & low price.