IAB unveils search marketing help centre
Search Engines
08 July 2008
The Internet Advertising Bureau (IAB) has announced the launch of a new search engine marketing resource centre through its Search Council.
Search engines Google, Yahoo! and Microsoft have collaborated to offer expert guidance on each of their sales practices and policies, with marketers able to take advantage of information on intellectual property rights, trademarks and privacy, among other issues.
The IAB said it hoped the centre would help businesses to be able to make more informed choices when it comes to signing contracts involving properties such as campaign keyword lists, campaign history and click costs.
Marketers can also benefit from guidance on finding a digital search agency to help manage their online efforts.
"It is a giant leap forward in the education process to help marketers make informed decisions about a relatively new form of marketing which places so much responsibility on the advertisers themselves," commented Guy Phillipson, chief executive of the IAB.
As well as Google, Yahoo! and Microsoft, the Search Council also includes members such as BT and the Direct Marketing Association.
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