IMPAQT News
Google's New Personalization Tech Has Ad Implications
June 28, 2005
Industry-watchers could easily imagine any technology that helps distinguish a user's intent could and should be applied to advertising. Currently, a search for "bass" on Google turns up ads relating to Bass pale ale, Bass shoes, bass fishing, and bass guitars.
At least one search engine marketer expressed doubts about the Google experiment.
"If the user is searching for something, let them decide what they want to click on. Previous behavior might not incidate future behavior," said Melissa Burgess, director of business development at SEM firm Impaqt. "It limits the ability of a searcher to find what they're looking for."
Burgess also questioned whether the technology should be applied to paid search ads, saying savvy marketers would seldom choose the types of broad keywords that the system seems designed to work with.
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