Ask.com Powering Lycos Organic & Paid Search
On 1 November, the 4th-ranked search engine Ask.com started to power the entire Lycos network including both Lycos organic and paid search, which were territories previously owned by MSN and Google, respectively.
All the current advertisers on Lycos’s PPC platform, InSite AdBuyer, are to transfer to Ask Sponsored Listings platform. My belief is that the two PPC advertising programs will just perfectly complement one another. While Lycos is in possession of a lower traffic but higher quality search network, the user interface of Ask Sponsored Listings gives the advertisers a platform of higher usability.
The partnership as a whole is expected to give Ask.com the edge to catch up with AOL and even MSN. I believe in a short time Ask will be able to overtake AOL in US search market share.
Ask.com CEO Jim Lanzone explained, “Ask.com has worked very hard to develop one of a kind search technology and search features that help users get the information they want more quickly. With stiff competition in the marketplace for syndication deals, we are pleased that LYCOS recognized the merits of our search technology and advertising products. This new relationship will enable Ask.com to broaden its search offering to new users while also increasing the reach of Ask Sponsored Listings inventory.”
Under the agreement Ask will provide:
Web Search: Delivers highly relevant search results through its ExpertRank proprietary algorithmic search technology, which ranks results based on popularity within topic communities on the Web, rather than mere link popularity.
Image Search: Combines Ask.com’s proprietary index of pictures with ExpertRank and patent-pending image search technologies to deliver dramatically improved relevance and quality of search results. Ask.com Image Search has been touted by some as best of class for searching the Image Web.
Zoom Related Search: Offers conceptually-related suggestions to narrow or expand a search query. Zoom related search is placed on the right side of the search results page where most search engines place advertisements. No other search engine has the ability to offer conceptually-related suggestions.
Ask Sponsored Listings (ASL) Search Advertising: Provides highly relevant keyword-targeted, pay-per-click advertising. Advertisers bid for placement through Ask.com’s automated open-auction system that also allows marketers to manage and optimize campaigns on Ask.com and its publisher network. ASL sources more than 5 billion queries each month, and supports over 10,000 advertisers bidding on more than 10 million keywords.
The Lycos Network includes Lycos.com, Hotbot.com, Tripod.com and Angelfire.com. Lycos is currently the number 5 most popular portal in the US and consistently ranked as a top 20 US web property, with more than 6 million monthly unique visitors using Lycos Network Search.
Posted on November 13, 2006
Filed Under PPC, SEO, Search Engines |
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