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The Swoop Blog

Swoop Search Trends: Thanksgiving and Christmas

Posted by Ron Elwell on May 18, 2015 2:45:29 PM

Swoop Search Trends are drawn from the Swoop Network of over 100 million unique visitors and over 1 billion monthly page views.  The Swoop Search Engine turns these user visits into over 20 billion monthly search queries, showing what users are actually engaged with in content vs. Google Trends, which relies on the mere expression of potential interest.  

Our latest report uncovers ingredient trends in our network during Thanksgiving and Christmas. Check it out here! 

 

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I Don’t Always Click On Ads, But When I Do…

Posted by Nick Aquino on May 4, 2015 1:41:55 PM

…I expect them to deliver. In the spirit of Cinco De Mayo, I channeled my inner Most Interesting Man in the World for this blog post. One of my most frustrating experiences with an online ad was a time when I clicked on an ad with very specific copy with the intention of taking an action… and was driven to the home page. I can only assume that the advertiser expected me to navigate the site and take the action anyway. No matter your expertise, vertical, or KPI, your campaigns share the fundamental mission of fostering a relationship between the brand and the customer. These relationships are not unlike the personal ones we nurture and work at in our own lives. If you have someone’s trust, deliver on your promise.

 

You determine that an action on the brand site is important because it either is a conversion or it indicates that the user is a qualified lead. Be assertive: invite the user to take this action with a specific call-to-action and let them make the choice.  Everyday, we are all exposed to a virtually limitless amount of information, most of which is white noise. If an individual is actively searching for your brand or product, respect his or her time and capitalize on the opportunity efficiently. If you ask a customer to do something, drive him or her to a landing page that facilitates the desired action. Remember that Search is more than algorithms, CTRs, and CPCs. We are all searching for things to fulfill our wants and needs. The foundation of any relationship is openness and trust. Uphold these pillars in all of your marketing activities to foster customer-brand relationships.

 

Swoop is developing new ad solutions that invite customers to engage deeply with brands through the power of invitation and choice. If you are interested in learning more about what Swoop has to offer please email marketing@swoop.com.

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Swoop Search Trends: Travel

Posted by Ron Elwell on Feb 6, 2015 2:59:16 PM

Swoop Search Trends are drawn from the Swoop Network of over 100 million unique visitors and over 1 billion monthly page views.  The Swoop Search Engine turns these user visits into over 20 billion monthly search queries, showing what users are actually engaged with in content vs. Google Trends, which relies on the mere expression of potential interest.  

Our latest report uncovers travel trends in our network. Check it out here! 

 

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Swoop Search Trends: Life Stages

Posted by Ron Elwell on Jan 23, 2015 9:33:26 AM

Swoop Search Trends are drawn from the Swoop Network of over 100 million unique visitors and over 1 billion monthly page views.  The Swoop Search Engine turns these user visits into over 20 billion monthly search queries, showing what users are actually engaged with in content vs. Google Trends, which relies on the mere expression of potential interest.  

Our latest report uncovers key life stages in our network. Check it out here! 

 

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Swoop Search Trends: Christmas, Lent, & Easter

Posted by Ron Elwell on Jan 9, 2015 9:41:32 AM

Swoop Search Trends are drawn from the Swoop Network of over 100 million unique visitors and over 1 billion monthly page views.  The Swoop Search Engine turns these user visits into over 20 billion monthly search queries, showing what users are actually engaged with in content vs. Google Trends, which relies on the mere expression of potential interest.  

Our latest report takes a look at recipe traffic during Christmas, Lent, & Easter. Check it out here

 

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Swoop's 3rd Annual Partner Dinner at Restaurant Marc Forgione

Posted by Chelsea Nolan on Oct 16, 2014 2:57:13 PM

A big thank you to all of our partners who attended our annual dinner at Restaurant Marc Forgione! We were once again dazzled by the experience Chef Forgione created, and gratified to share it with such amazing people.

This year's theme was "A Walk Through the Forest featuring the Four Elements." The entire restaurant was carpeted in grass, and we ate and drank barefoot. The eight course meal included earthly items, like snails, and we were as intrigued as we were delighted by the food. This year we also enjoyed a musical performance, and a fire-breathing bartender. Well done, Chef! We're looking forward to next year! 

See a video from the night here: https://www.youtube.com/watch?v=NhWBVJZly_0&feature=youtu.be

And photos here: https://www.facebook.com/media/set/?set=a.795888687124283.1073741827.184690594910765&type=110634023_795890467124105_1193962933196154635_o

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Interview with CEO, Ron Elwell

Posted by Chelsea Nolan on Sep 4, 2014 1:41:59 PM

Catch up with our CEO, Ron Elwell; he's a long-time online advertising player, with big plans to change the game. Read the interview here: http://www.catalystsearchmarketing.com/online-advertising-insights-from-swoop-ceo-ron-elwell/ron-elwell-swoop-542x329
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A Little Economics around Digital Advertising

Posted by Ron Elwell on Jun 11, 2014 10:47:55 AM

Over the weekend I was cleaning the basement and found my old Macroeconomics textbook. As I relived those fond memories of IS LM curves and Adam Smith, I began to think about how the basic laws of economics apply to digital advertising.    The simplest way is to think about it is in terms of supply and demand.  Here is a quick look at the supply side of the equation.  image6

As we all know, the demand for digital advertising has been growing in the neighborhood of 20% a year - robust growth, by any measure.  However, on the display side (and for simplicity I am lumping together traditional display, video, mobile, etc .) supply has, for all practical purposes, reached infinite proportions.  On a monthly basis there are now over 50 Billion available display impressions, and in the near future we’ll top the 7 trillion per year mark.  Page machines such as Facebook and Twitter continue to add even more supply at a breakneck pace.  If you don’t think that’s infinite just go to one of the Demand Side Platforms and bid for impressions at 1 cent a click.  You’ll get plenty of volume.  

On the flip side we can see that the number of search queries has remained essentially flat over the last 3 years.   Yet search, which still accounts for 50% of every digital dollar spent, has enjoyed the same growth rates. 

So what does my trusty and dusty Econ book have to say about all of that? 

On the display advertising side with infinite supply, no matter how much the demand curve shifts up, price can never rise.  And in fact, as we take friction out of the market, and use technology to make all supply equally available to all advertisers, we approach a perfect market that should theoretically drive price towards zero.  Obviously price will never fall to zero, since the supply side would pull inventory off the market as that happened, but it is abundantly clear, as the graph below illustrates, that price can never rise.

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With search advertising we see a different story.  As we saw, the supply of search inventory has remained fixed over the last 3 years.  However demand has continued to increase as seen by search revenue growth keeping pace with the overall growth in the market.  As our Supply and Demand 101 Graph below shows, fixed supply and an increase in demand translates to an increase in price.  Of course the market is not quite this simplistic; there are vertical markets each with their own supply and demand relationship, and differences within mobile vs. desktop, but the overall market dynamic certainly holds true. 

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When we take a macroeconomic-look at the market the obvious opportunity is to increase the supply of search terms.  Since we can’t force people to search more, how do we do that?  Luckily the publisher community has solved the problem for us.  Every publisher creates content that is tailored to be as specific to search queries as possible.  The reason for this is obvious; over 50% of most sites’ traffic comes from Google search results.  So the trick is to find a way to turn every page of content that is on the web into its own unique set of search queries.  If that were done at scale you would create a greater volume of search queries than currently exists within the search portals.  And our Econ book tells us that would result in falling prices and increased demand for search advertising.

And that is exactly the mission that Swoop has set out upon. 

Class dismissed!

 

 

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Topics: economics of search, digital advertising

Search for Publishers? Or Search as Publishers?

Posted by Chelsea Nolan on May 19, 2014 8:58:00 AM

By Ron Elwell, CEO 

Historically the line between the search portals and publishers has been clear.    Publishers create or aggregate content and search portals index and rank this content to help users discover it.   However, search portals have slowly been pulling publisher content into their search results pages, and like the frog in the pot of water, publishers may soon wake up to find that all the detailed content the user is looking for is available in the search portal.  As the CEO of Goal.com I faced this choice with Bing.  Should we provide a feed of live scores, player profiles and breaking news content for Bing to display in search results?  On the positive side it puts you in the #1 position, driving more traffic to your site when the consumer wants more information.  On the down side, you may be providing the consumer with all the information they wanted and obviating the need for a further click.  At the time, the information we fed to Bing was very limited, so it seemed worth the risk (in fact if you search for a Global football player, team or score on Bing you are still likely to see the Goal.com feed).

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However, over time these feeds have become richer and richer.  To the point where your average high school student could write an entire report on van Gough simply by visiting the Bing search results page. 

The ingestion of publisher content will only become more widespread, which raises the question; Are the search portals there to provide us with the best links to the information we want, or to provide us with the information itself?   Given that most publishers rely on search portals for 50+% of their traffic, this is bound to become a point of rising tension.

At Swoop we believe the line is very clear.  Search provides the consumer with links to the most relevant content.  Content providers provide the content.  And we believe that surfacing those links within the content itself provides an even better user experience. In fact we are taking the polar opposite approach from the large search portals.  Our intent is to bring search links to the content, versus bringing the content to the search portal.  We believe that providing consumers with links to more in-depth information on the topics they are currently interested in is the best role for any search product.   Our hope is that by working with the publishers and embedding search into the content we can level the playing field a bit.

If you would like to learn more about Swoop’s Search Engine for content just drop us a line at Publsihers@swoop.com

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Swoop in Boston Magazine

Posted by Chelsea Nolan on May 1, 2014 9:18:00 AM

Swoop is proud to be one of the leaders in Boston's thriving adtech industry! Read more in Boston Magazine to see how this city's most innovative companies are re-inventing digital advertising. 

http://www.bostonmagazine.com/news/article/2014/04/29/bostons-technology-companies-gold-mine/

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Topics: news, AdTech

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