The Week We Searched For- April 16-20, 2012
AdWords Update: AdWords to automatically match for language variants- Google will now automatically include misspellings, singular/plural forms, stemmings, accents and abbreviations for phrase and match keywords in AdWords. According to Google, the change  will benefit paid advertisers. “Our early experiments looked at the impact on advertisers getting a third or more of their clicks from phrase or exact match,” explains Jen Huang, AdWords Product Manager . “On average, the new matching behavior increased AdWords search clicks by 3%, with comparable CPCs. Keep in mind that results may vary by advertiser. The change will roll out mid-May and advertisers will have the option to opt out if they do not wish to participate.
Microsoft adCenter introduces new metric: Share of Voice- Microsoft introduced a new Share of Voice (SOV) metric to their ad reports, which provides marketers insight into impression share and ad performance. As Lucy Wang, a Product Manager at adCenter, explained  to Crosby Grant , “Share of Voice represents the percentage of times your ads were actually shown in relation to the total number of chances your ads could have been shown, based on your keyword and campaign settings. It provides quantified insight into what your impression share is, and more importantly, the reasons why you lost certain impressions, allowing you to take precise action.” SOV metrics are available now in adCenter.
IKEA introduces Uppleva- Forget the days of jumbled cords, countless remote controls, and clunky cable and video game devices—IKEA’s new Uppleva system  hopes to consolidate your TV and all its related gadgets into one piece of furniture, all of which can be operated with a single remote. IKEA designed the product in cooperation with the Chinese based consumer electronics manufacturer TCL.
Facebook IPO rumored for May 17th- Rumors  have it that Facebook will go public on May 17th, depending on the SEC’s review of Facebook’s papers.
Blekko traffic surges almost 400%- Blekko released  its recent traffic numbers this week, revealing that the company’s search traffic has exploded in the first four months of 2012. To learn more and find out why the company’s traffic has increased so dramatically, check out Matt McGee’s article on Search Engine Land .
What we’re reading
- Web freedom faces greatest threat ever, warns Google’s Sergey Brin - Ian Katz conducted an exclusive interview in Sunday’s Guardian with Google’s co-founder Sergey Brin. The interview focuses on the importance of maintaining an open web and explains the threats that SOPA, Facebook, and Smartphone apps pose to innovation. “The kind of environment that we developed Google in, the reason that we were able to develop a search engine, is the web was so open,” Brin explains. “Once you get too many rules, that will stifle innovation.”
- How to Create a Mobile Marketing Dashboard in Google Analytics - With mobile traffic surging, it’s important for marketers to understand their mobile analytics. Richard Schneider provides an easy to understand tutorial for creating a mobile dashboard in Google Analytics.
- 8 Lead Gen Form Best Practices - Amy Oliver reviews 8 essential best practices for designing a lead generation form.
- Heard it Through the Grapevine: Facebook’s Ad Requirements Change it Up - The rules of advertising online are constantly changing. Kalle Tompros discusses a recent change to Facebook’s ad character length and considers how it could impact online marketers.
- Facebook’s Instagram Buy Won’t Alter Twitter Strategy-  At a conference in Tokyo this week Twitter CEO Dick Costolo explained that Facebook’s recent acquisition of Instagram, which Twitter attempted to purchase last year, won’t change the company’s plans for the future. “We will make sure that we execute on the strategy that we have and not one that’s been laid down for us based on events that happen in the marketplace,” explained Costolo. According to Costolo, Twitter’s key focus going forward is to improve its API so that other companies can build products within their interface.
- Cash and Credit Cards Will Be (Nearly) Dead Within the Next 8 Years - Megan Garber from The Atlantic discusses a new report from the Pew research center, which surveyed over 1,000 academics, authors, and industry experts on the future of money. The participates of the survey were asked either agree or disagree with the following statement: “By 2020, most people will have embraced and fully adopted the use of smart-device swiping for purchases they make, nearly eliminating the need for cash or credit cards. People will come to trust and rely on personal hardware and software for handling monetary transactions over the Internet and in stores. Cash and credit cards will have mostly disappeared from many of the transactions that occur in advanced countries.” Their conclusion—the future of money is digital.
- Talks With Instagram Suggest a $104 Billion Valuation for Facebook - With Facebook’s impending IPO, everyone is asking, how much is it really worth? Evelyn M. Rusli reviews Facebook’s value in light of its recent acquisition of Instagram and asks if it could be worth more than its initial stock offer suggests.