PublisherSpot

Updated - 11/03/2008

Go to www.searchfeed.com

There are many pay per click (PPC) advertising networks available to just about any publisher. Google Adsense and the Yahoo! Publisher Network are probably among the most popular, but most of these typically serve up ad spots that link directly to the website of the paid advertiser. SearchFeed is quite different in that it takes on the appearance of a search engine or a search tool, and it is only when a site visitor clicks on one of the search results that a publisher gets paid.

In many ways, the results of most searches conducted through the SearchFeed tool are similar to the results that a visitor would get should they click on a link inside one of the link units from Google Adsense. After arriving at a certain keyword search term, a series of links to various advertisers is displayed, arranged based on both relevance and bid level.

By and large, the unbranded search of this particular advertising network is a little deceptive. Some may say that this is thanks to a high level of integration, but many site visitors may have a difficult time discerning the difference between an advertiser’s link and one that is actually a part of the publisher’s site content.

It should also be noted that payment to publishers is based on a two-tier model. Not only do they get paid based on the number of valid clicks, but also for referrals to advertiser’s website. In this way, SearchFeed might be almost a hybrid between a PPC and a CPA (cost per action) network.

There are five ad types – or “Integration Tools” as SearchFeed calls them – available to publishers.

• Search Engine Generator : Most websites are equipped with some sort of search tool that directs visitors toward their target content. The tool from SearchFeed operates in much the same way, but the results are not links within the publisher’s website. Instead, they direct traffic away to advertisers. The search bar can be placed anywhere on the publisher’s website that accepts HTML, and users are given the opportunity to “brand” the results page to match that of the rest of their site. The integration of the search engine generator is very high, looking like an integral part of the publisher’s site, rather than a form of advertising. The search engine results page, however, can frustrate site visitors. This is because many keywords bring up zero or very few results. This also limits the revenue potential of publishers.
• Category Chaser : This tool operates in much the same way as the search engine generator, except the keywords have already been pre-selected by the publisher. The links are designed to look like navigation within the publisher’s own website, and when clicked, the links direct site visitors to the same search engine results page as the search engine generator. There are link layouts to fit headers, footers, sidebars, and primary content areas. The frustration of limited results resides here as well.
• Dynamic Feed Creator : This advertising style is more akin to other traditional CPC/PPC advertising networks in that the link displayed sends visitors directly to the advertiser’s website. A keyword is selected by the publisher and then an advertiser’s link and description is dynamically chosen and generated. Publishers can choose the exact width – either via a percentage or pixel count – through the control panel.
• Error Page 404 Traffic Capturer : Site visitors that accidentally arrive at a 404 error can be monetized using this technique. SearchFeed creates a generic 404 landing page that contains the search engine generator described above, as well as a series of pre-selected links to keyword terms. Upon clicking on any of these terms, a pop-up window appears with the search engine results. There does not appear to be any customization options for color scheme (the default is mostly blue and purple) or choice of keywords. Keywords fall under several categories, including Internet, Entertainment, and Travel.
• Referral Links and Banners : Specialized banners and links are available for referring both new publishers (“partners”) and advertisers to SearchFeed. Most standard ad sizes are available for the banners, including 125x125, 468x60, 120x600, and 336x249.

The control panel on SearchFeed is largely unbranded, much like the rest of the firm’s portfolio. The most prominent branding is a single SearchFeed logo on the main dashboard. Outside of this, the main screen contains a summary of money made (gross earned, partners referred, today’s clicks, etc.) and highlighted links for contacting SearchFeed, selecting referral banners, and so on. The control panel is very plain in its layout, but this makes for relatively easy navigation.

The five additional sections of the Admin area are:

• Account Management : Edit contact information and reset the password.
• Payment Options : Enter PayPal details or opt out of PayPal payment.
• Integration Tools : Generate ad code and retrieve code for referral links, etc.
• Reports : Review five different reports.

  • Searches Report - total searches by keyword for given date range)
  • Detailed Clicks Report - keyword click activity by date, time, and bid amount)
  • Keyword Clicks Summary - total clicks grouped by keyword and average bid amount
  • Click Revenue Report – daily view of click revenue earned
  • Account Balance Report – end of month transaction detail of revenue earned and paid

• Resources : Access to program overview, getting started outline, guidelines, FAQ, and contact information.

The application process for SearchFeed is similar to other advertising networks. Potential publishers will need to provide basic contact information, select a user ID and password, and outline information regarding the target website where the ads will be displayed. For this last section, SearchFeed asks for the site type (personal home page, retail/consumer, directory/index, etc.), number of site visitors and page views per month, a website description, a description of how SearchFeed will be used, and whether the site currently participates in other affiliate programs, among other questions. Confirmation and approval were received within 24 hours of application.

SearchFeed has programs in place for referring both new publishers and advertisers. Publishers will receive a commission of between 2% and 5% of the net revenue generated by new publishers referred to the program, whereas they will earn a commission of 5%-7% of the initial deposit from a referred advertiser. Directing potential referrals to SearchFeed can be done through both text links and banners, though SearchFeed has a strict policy against email and forum spam.

Revenue share varies based on the volume of clicks delivered to sponsored listings. The FAQ did not provide specific information as to when a publisher would be promoted to a higher level, but it does encourage publishers to contact an affiliate support specialist to see if they qualify for an increase. Revenue share ranges from 35%-50%.

Payment is available via PayPal or corporate check. The minimum payout level is $25 and is based on a net-30 system. Publishers can expect payment on or around the 20th of each month, assuming that they meet the minimum account balance for the previous month. Wire transfers are available upon request for larger accounts.

Customer service at SearchFeed appears to be very prompt. While there is no tool available through the Control Panel, service tickets can be opened by simply sending an email message. The initial response was received within 24 hours and the response to the follow-up question came only a few hours after that.

Generating income from a search engine-based advertising tool is certainly different than most other pay per click advertising networks. The unbranded integration of the search engine generator and the category chaser ad types is particularly impressive, because most site visitors will not be able to tell the difference between an in-house tool and the ads generated by SearchFeed.

The results page could use some serious work, however, and for several reasons. The branding is not nearly as strong and some site visitors may be angry over the perceived level of deception involved. Furthermore, visitors and publishers both will likely be frustrated by the relative lack of results from keyword searches. This severely limits revenue potential and also hurts user experience, a lose-lose situation for webmasters. Until SearchFeed solicits a much higher number of advertisers for a wider range of keywords, publishers may not be pleased with the results.

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