Ask Upgrades Sponsored Listings

  |  October 2, 2006   |  Comments

New tools improve management of larger campaigns, and premium inventory has been added across several IAC sites.

Ask.com has upgraded its Ask Sponsored Listings (ASL) program, improving management tools and increasing premium inventory available to paid search advertisers.

"Advertisers are struggling with increasing campaign sizes, but they continue to see strong performance in search," James Speer, VP of products and marketing at Ask.com, told ClickZ. "With our ASL 2.0 platform, we focused on putting tools in place to manage multiple campaigns, and to provide intelligent reporting tools."

A new dashboard interface, bulk management tools, and an available application programming interface (API) simplify management of ASL for advertisers and agencies managing multiple campaigns. The bulk tools can handle up to 65,000 keywords, and utilize a queuing mechanism that allows advertisers to submit their keywords and walk away, Speer said.

In addition, ASL now offers advertisers daily budgeting tools, instead of the previous monthly budgeting, along with hourly performance data for reports. Self-service advertisers paying by credit card can also set the amount and frequency of credit card charges, improving monthly budgeting.

Ask has expanded the inventory populated by its own paid search ads. Now, marketers can bid for the top three sponsored listings on Ask.com, as well as other IAC properties like Evite, CitySearch and RealEstate.com. Previously, only the top listing was supplied by Ask Sponsored Listings with the remainder backfilled with Google AdWords ads. Five AdWords listings will continue to appear at the bottom of the page on Ask.com and other sites.

"For us, it's not about making aggregated inventory available, but about making our premium inventory available for purchase," Speer said.

Most of Ask's sponsored listings are sold through a Web self-service interface, though Ask does maintain a direct sales team for larger agency and advertiser clients, Speer said. Ads can also be bought through SEMs and other third parties that incorporate Ask's API in their own tools.

Ask has made unlimited access to its API available at no cost. More than 100 partners are developing tools using it, Speer said. The first available tools include integrated campaign and bid management for paid search campaigns on Ask, Google, Yahoo and Microsoft.

Ask launched its sponsored listings last August, garnering interest from advertisers. Since then they have appeared alongside ads from Google. That contract is due to expire next year, but IAC Chairman and CEO Barry Diller recently told investors and analysts that he is open to outsourcing ads beyond that, either with Google or one of its competitors.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Kevin Newcomb

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...