Just a quick note to mention that I will be away from the office on Friday, February 1, 2008 as I join a group of friends for a Ski trip to Silver Star Ski Resort near Vernon (BC). I will not answer emails during that time but I will be reachable by phone in case of emergency: (778) 371-9988. I will be back on Monday, February 4. Have a great weekend!

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SEMPO Canada, the Canadian Search Engine Marketing Professional Organization (www.sempo.ca), needs your input to help grow the awareness and use of search engine marketing services by Canadian companies and organizations.

To date only 60 companies in Canada have answered the SEMPO Survey on Search Marketing. We’re Canadian, we can do better than that!

Time is running out. We NEED your support to get an accurate and trustworthy sample size.

Please take the time to answer the following survey, now:
http://www.sempo.org/learning_center/research/sempo_research/sempo_2007_state/

Why is this survey so important?
Canadians do not get Search Engine Marketing! We need to know why. There is a lack of understanding of the benefits and value Search Engine Marketing offers. As a result SEMPO Canada, a non-profit division of SEMPO.org, has raised the funds to invest in identifying how Canadian companies view and use search engine optimization and marketing. An international study has been commissioned which is now cross-segmented to include and isolate results specifically from Canadians . The results of this survey will be published by SEMPO in a free report on the status of Search Marketing in Canada. We really need your help to increase the number of Canadian respondents in order to provide valuable feedback to the Canadian Search Marketing Industry as a whole.

Your participation counts more than you think.

If you are willing, we ask you to please blog about this survey. Feel free to use copy from this e-mail or from this blog post.

Lastly, please email people who you know in Canada personally to ask them to take the survey. We appreciate any help you can give us!

With your help, we are hoping to bring the sample size of Canadian respondents up to (at least) 100 in the last week of the survey. Deadline of the survey is February 1, 2008.

More on SEMPO Canada:
SEMPO Canada, the Canadian Search Engine Marketing Professional Organization, is a non-profit association working to increase awareness and promote the value of Search Engine Marketing in Canada. This Working Group was founded in November 2006 by Ken Jurina and Alexandre Brabant and focuses on improving the growth, awareness and understanding of Search Engine Marketing (SEM) in Canada, including best practices in Search Engine Optimization (SEO), Link Building, and Pay Per Click Management, and how it uniquely pertains and is of relevance to Canadians worldwide across any sector, vertical or industry.

Your help means a lot to us in improving the growth of Search Marketing in Canada.

Thank you for your support,

Alexandre Brabant & Ken Jurina
Co-Chairs SEMPO Canada

Canadian Search Engine Marketing Professional Organization
www.SEMpo.ca
www.SEMpo.org

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James from Boxcar Marketing sent me this article today from OneDegree.ca on six simple tricks to boost your Google Adwords Click Through Rate (CTR). This is a must-read if you are doing a lot of Pay Per Click (PPC) with Adwords.

6 Simple Tricks to Boost your Google Adwords CTR (Click Through Rate):

1. Use title case: Simply switching from proper case “like this sentence” to title case, “Like This Sentence,” regularly improves click-through rates.
2. Add quotes: “Quotes boost clicks,” particularly when you use them in headlines.
3. Tell a secret: Unfair advantages compel attention. Promise inside information or simply use the word “secret” in relation to your product—it’s your secret weapon.
4. Use numbers: Figures such as in “100% guaranteed,” “100 times better” and “1-click solution” draw added attention.
5. Insert symbols: Visual variation draws the eye. Use acceptable symbols—such as (tm)—to stand out.
6. End on ellipses: Research shows that ending on ellipses—“...”—encourages clicks, possibly because it drives home how more information follows the ad.

Why is CTR so Important?
Increasing your CTR is very important because it is part of Google Adwords Quality Score for your ads. If your CTR goes up, you can lower your bids and still maintain your positions. 

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I was looking for a research from enquiro minutes ago and instead I found this great video interview with Gord Hotchkiss on Search Marketing. I think you should check out if you ever want to become a leader in the online space. This interview was made by Yahoo Canada.

What attracted my attention is when he was asked about how the mainstream media marketers are responding to search, Gord does not hesitate to mention that most people are really scared. He is using the term *crapless* and I am still trying to figure out exactly what it means but I am guessing it is not flattering. In his usual style, he does not make any favor to Canadians when on the text version of the interview, he goes on by saying that “when you get to C-Level in Canada, it is like somebody has poured maple syrup on everyone… Everything slows down”. Canada has a culture of caution, which does not work well in search. The video is only 3 minutes long and he brings you straight to the point.

Here is the text version of the interview with Gord

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It is with great pleasure and excitement that I announce a new Search Engine Marketing (SEM) project for eMarketing 101. In the next few months, I will be working with JCStudio.ca, which offers exquisite & unique designer clothing for women in Vancouver (BC) Canada. Jacqueline Conoir Spring & Summer Collection is a creation of Rozemerie Cuevas and is located at 46 West, 6th Avenue in Vancouver. Come check out their store. The shopping experience is nothing like you have seen before. 

In this role, I am very happy to work with Thomas Cuevas, President of JCStudio.ca as well as Noelene Searle and help launching Jacqueline Conoir Spring & Summer Collection 2008. 

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Darcy Foster from VKIstudios.com mentioned to me this morning during our monthly SEMPO Canada meeting about a great program he saw recently on the BBC channel. It is called “The World According to Google”. Because Google still sees a phenomenal growth which leads to think that we are on a verge of another industrial revolution, you have to take the next 30 min to watch it. You can find all the links here. As a bonus, you can also see parts of the interview with John Battelle which was not broadcasted in full during the program.

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My dad, Carl Brabant, was a chemistry teacher at the College de Rosemont for most of his professional life. He retired last year after 35 years (or something like that) of dealing with students that rarely wanted to study. My dad, just like me, is known for having a bit of a mad scientist persona so no wonder he does not always make friends wherever he goes. (just in case you were wondering where this character was coming from) This post has nothing to do with search and I got it from another scientist: Mario Beaudoin from the Nanofabrication Facility at UBC. Thanks Mario! I just felt like posting it because I know he is going to appreciate. That’s for you dad:

A New Addition to Chemistry’s Periodic Table Research has led to the discovery of the heaviest element yet known to science. The new element, Governmentium (Gv), has one neuron, 25 assistant neurons, 88 deputy neurons, and 198 assistant deputy neurons, giving it an atomic mass of 312. These 312 particles are held together by forces called morons, which are surrounded by vast quantities of lepton-like particles called peons. Since Governmentium has no electrons, it is inert; however, it can be detected, because it impedes every reaction with which it comes into contact. A minute amount of Governmentium can cause a reaction that would normally take less than a second to take from four days to four years to complete. Governmentium has a normal half-life of 2-6 years; it does not decay, but instead undergoes a reorganization in which a portion of the assistant neurons and deputy neurons exchange places. In fact, Governmentium’s mass will actually increase over time, since each reorganization will cause more morons to become neurons, forming isodopes. This characteristic of moron promotion leads some scientists to believe that Governmentium is formed whenever morons reach a critical concentration. This hypothetical quantity is referred to as critical morass. When catalyzed with money, Governmentium becomes Administratium, an element that radiates just as much energy as Governmentium since it has half as many peons but twice as many morons.

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I have been a strong supporter this year of the 4th Annual State of the Search Market Survey. In this role, I would really like if you could take a few minutes of your time and fill out the Survey, especially if your are Canadian. A special portion was created for Canadian advertisers this year and we will soon be able to report back on it and assess the state of the Search Marketing Market in Canada. Here are some great reasons why it’s worth 25 minutes of your time to complete the survey:

You could win a 8 Gb iPod Touch

You could win one free pass to a North American Search Engine Strategies (SES) Conference

You’ll be the first to receive the summarized results of North America’s most comprehensive snapshot of the search marketing industry

You need to let Google, Yahoo, Microsoft, and the other major search players know your thoughts, observations, and concerns about where search is and where it’s going. We have heard directly from them and they all rely on this survey for information!

The survey is conducted by Radar Research, and all responses are kept strictly confidential. All results are aggregated and anonymized. The more people who complete the survey, the better the data we’ll be sharing with you.

Also, please pass along the invitation to any clients or friends who also use search as a marketing channel - this survey is not limited to SEMPO members.  If you have any questions about the survey, please contact . You can also reach Kevin Lee, SEMPO Director and Survey Team Lead () or Gordon Hotchkiss, SEMPO Chairperson () for more information about the Survey and how the data will be used.

Thanks for your support.

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It has been brought to my attention this week that 25% of all search queries conducted on Google per month are NEW. For years, it has always been easier for Google to refine their algorithm & determine rank for repetitive & common search queries. They now find themselves in front of the daunting task of refining the algorithm for brand new search queries, composed of obscure or longer strings of text that no one has searched for before. This is quite an interesting challenge for everyone in this industry, including you, a website owner.

This information is coming from Udi Manber, Google’s VP of Engineering, in a speech that he gave recently on Search is a Hard Problem. He explained that with an audience like Supernova, he imagines we understand to some extent how difficult a problem it is, but it’s probably a harder problem then we even appreciate. He laid out three reasons why this is the case:

* Scale and diversity are almost beyond comprehension
* Expectations and needs will continue to grow
* 20 to 25% of the queries we see today, we have never seen before

What does this mean to you?
Since searchers are clearly becoming more sophisticated at refining their queries, the opportunity contained within the tail of search queries is greater than ever. We all know that blog is a great way to tap into this opportunity. If you do not consider starting a blog in 2008, please do so. It also means that your SEO plan as well as your PPC management might get a little more sophisticated this year than it used to. Break your site in smaller units of content. Break your Google adgroups the same way in order to dig deeper within the tail of search queries. You may want to try an SEO tool that is called HitTail.com that will allow you to find keywords your potential customers are searching for that you have not thought of before. That might guide some future SEO planning and you may win big in the process. First come, first serve.

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It is no secret to anyone that Canada is one of the most connected country in the world. Canada is also one of the world’s most advanced online cultures. Broadband penetration is over 60%, and more than 63% of the population uses the Internet. But online advertising has been slow to take off-until now.

The latest Canada Online Advertising report from Research & Markets analyzes the trends that are quickly changing the once slow-to-change Canadian Internet marketing and media world.

According to Laura Wood, Senior Manager from Research and Markets Ltd, online advertising didn’t really take off in Canada, partly because advertisers’ options were limited. Linguistic and cultural differences between French Canada and other parts of the country also initially inhibited online development.

But now the environment is changing and Canadian businesses are recognizing the potential of the Web.

Key questions the “Canada Online Advertising” report addresses:

-How much is spent on Internet advertising and commercial e-mail in Canada?
-What are the prospects for future spending?
-How are search and display options changing for Canada’s online advertisers?
-How does online advertising spending vary in different regions of Canada?
-What factors continue to hold back the development of Canadian online advertising?
And many others.

For a complete overview of this report click on:
http://www.researchandmarkets.com/product/09313d/canada_online_advertising

If you want to order the Canada Online Advertising report, here are some more info:

Pricing:
Electronic : EUR 744

There are three (3) easy ways to place your order:

1] Order online at http://www.researchandmarkets.com/product/09313d/canada_online_advertising

2] Order by fax: Print an Order form from http://www.researchandmarkets.com/product/09313d/canada_online_advertising and Fax to +353 1 4100 980

3] Order by mail: Print an Order form from http://www.researchandmarkets.com/product/09313d/canada_online_advertising and post to Research and Markets Ltd. Guinness Center, Taylors Lane, Dublin 8. Ireland.

Related report also available from Research and Markets:

Advertising in Canada - http://www.researchandmarkets.com/product/09313d/advertising_in_canada

For more information, please contact Laura Wood:

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There has been a lot of debate in 2007 about whether of not Traditional Ad Agencies “Get” Search and it seems like we have not seen the end of it yet. Here is a recap. The initial statement that Ad Agency don’t “Get” Search came from Gord Hotchkiss, which was soon followed by a counter argument article, Some Agencies DO ‘Get’ Search by Mike Margolin. Chris Copeland add to the discussion this week with his article titled “2007: The Year Traditional Agencies ‘Got’ Search” and criticize Gord’s point of view by saying that persuasion happens in search. Ouch! Please take a minute to read the last article from the series: Persuasion On The Search Results Page. Gord hits the problem right on the head.

This whole debate reminds me of a discussion I had a few months ago with a top executive with one of the largest advertising agency in Canada which I wish I could name. The individual (and everyone else around the table) wanted to call a Search Marketing business “Intercept”. I tried to convince them otherwise by saying that search marketing is not about changing or altering the course of user intent. We rather reinforce, support user intent but we never work against it. Here are some more thoughts.

Definitions:
Intercept: To stop, deflect, or interrupt the progress or intended course of: intercepted me with a message as I was leaving.
Persuade: to move by argument, entreaty, or expostulation to a belief, position, or course of action.

Do you see how similar those 2 definitions are?

The Ad Agency Model is based on persuasion
According to many, and this is the point Gord makes in his latest jab on how we can’t persuade on the search result pages. Since the traditional Ad Agency model is based on persuasion, most people who work in Ad Agencies are trained to think that they need to persuade their audience. They want to attract their target customers’ attention while they are doing something else. That is called interruption advertising. They want to change, re-orient customers’ course of action. Even when they (ad agency execs) go online, they still want to persuade their audience. They are trained to do this. What I have been telling them for years, “You are no longer targeting them, you are being targeted” (and your message should be changed accordingly). The persuasion model no longer exists. RIP. Then again, who consciously wants to admit that their business model was based on the false hypothesis that consumers want to be targeted and persuaded. The whole Ad industry is shaking. You either want to persuade your audience or you use user intent without making any attempt at changing their course. Pick your side.

Over the holidays, I had a spirited discussion with my friend Mario Beaudoin and his lovely girlfriend Manon Gartside about why there is a lobby against search marketing and how dichotomous the advertising market becomes. Like Al Gore said in his movie which is one of my favorite quotes: “You can’t make someone understand something when his/her salary depends upon not understanding it”. This issue became clear and resemble in a lot of ways other scenarios we have seen in history: “Search Marketing is to Traditional Advertising what the Electric Car is to Conventional Cars”. You either want to keep running your SUV with little regards to the environment or you join environmentally-friendly organizations and market your business with search marketing. Unfortunately, there are more people in the first category. Sometimes, you just can’t be on both sides and this debate is a symptom of this reality. Coldplay had a good line in one of their songs: ask yourself, “Am I a part of the cure or am I part of the disease”.

Ultimately, the marketplace will decide who get it and who don’t.

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