ICANN Approves Historic Change to Internets Domain Name System

Singapore (PRWEB) June 21, 2011

ICANNs Board of Directors has approved a plan to usher in one of the biggest changes ever to the Internets Domain Name System.

During a special meeting, the Board approved a plan to allow an increase in the number of Internet address endings - called generic top-level domains (gTLDs) - from the current 22, which includes such familiar domains as .com, .org and .net.

ICANN has opened the Internets naming system to unleash the global human imagination. Todays decision respects the rights of groups to create new Top Level Domains in any language or script. We hope this allows the domain name system to better serve all of mankind, said Rod Beckstrom, President and Chief Executive Officer of ICANN.

New gTLDs will change the way people find information on the Internet and how businesses plan and structure their online presence. Virtually every organization with an online presence could be affected in some way.

Internet address names will be able to end with almost any word in any language, offering organizations around the world the opportunity to market their brand, products, community or cause in new and innovative ways.

Todays decision will usher in a new Internet age, said Peter Dengate Thrush, Chairman of ICANNs Board of Directors. We have provided a platform for the next generation of creativity and inspiration.

The decision to proceed with the gTLD program follows many years of discussion, debate and deliberation with the Internet community, business groups and governments. Strong efforts were made to address the concerns of all interested parties, and to ensure that the security, stability and resiliency of the Internet are not compromised.

ICANN will soon begin a global communications program to tell the world about this dramatic change in Internet names and to raise awareness of the opportunities afforded by new gTLDs. The application process will also use this period to elaborate on what is involved in applying for a new generic top-level domain.

Under the plan, new gTLDs applications to be accepted beginning on January 12.

The decision to launch the new gTLD program raised the curtain on ICANNs 41st public meeting, taking place in Singapore. It is just one of the issues that will dominate the weeklong meeting.

On Wednesday, the focus will turn to cyber security with the inauguration in Singapore of a specially built hardened facility, the first of three around the world that are helping to secure the domain names of all countries.

The Singapore meeting will continue through the week and conclude on Friday with a public meeting of the Board of Directors.

To see a video recording of the Boards decision, go here: http://www.icann.org/.

To see the schedule for ICANNs Singapore meeting, go here: http://singapore41.icann.org/full-schedule

To learn more about new generic top-level domains, go here: http://www.icann.org/en/topics/new-gtld-program.htm and http://www.icann.org/en/topics/new-gtlds/factsheet-new-gtld-program-14apr11-en.pdf

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Acquirgys POV on How Major Google Change May Affect Marketers

St. Petersburg, FL (PRWEB) November 17, 2011

Marketers are wondering how Googles recently announced (11/2/11) change is going to impact their paid search programs. Unlike tweaks that have no major impact, the announcements by Google could have a significant impact on SEM programs. Acquirgy's search team has been studying this change.

Currently, when paid search ads are triggered they show above and on the right hand side of the organic results. This new change, which expects to be completed by the end of November, will show advertisements above the organic results and then either the RHS (right hand side) or below the organic searches.

The Genesis

Google expressed that they dynamically optimize each search page, including its ads, to provide the best experience for our users. In certain cases, displaying ads below search results fits better into the users flow as they scan the page from top to bottom. This change is in line with our key design principles of focus - presenting information to users when they need it most -- and elasticity -- allowing flexibility in layout depending on the users needs and environment. It is still unknown which type of queries will trigger the different types of ad placements, but once those changes take place, optimizations shall follow.

What prompted Google to change how their ads were displayed? In 2009, Google was experimenting with eyescan software. This allowed Google to track an individuals tendencies and movement throughout Googles landscape. One can only suspect that from the data collected in those trials warranted the change in Googles ad placements.

Potential Effects

Once the new placements are rolled advertisers you can expect ads to be shown below the fold, meaning viewers would need to scroll down on the screen, in order to find those advertisements at the bottom of the organic results. If an individual triggers an ad below the fold and he/she does not scroll down an impression is still recorded, when normally it would be shown on the right hand side (RHS) of the results page.

There are currently times when ads are below the fold and generate an impression without the searcher seeing it, which evidently hurts the CTR. In Googles new rollout this can happen much more frequently due to no ads showing on the RHS of the screen. This has people thinking the change could potentially decrease the advertisers CTR.

There was an initial thought that all RHS ads would disappear making people think that Google will make people bid top dollar prices for showing in top position. There may be "inexperienced marketers running to their computers and bumping up bids because they think consumers will not be searching at the bottom of Googles search results page, said Steven Regan of acquirgy after Googles announcement. If this happens, advertisers could potentially see an increase in CPCs for the top three positions.

Google has expressed to marketers that the change in ad placements can be different from one query to another. When Google was asked, Do bottom ads get a higher or lower CTR than RHS ads they responded with the following. Bottom ads have been seen to perform comparably to RHS ads in experiments. However, individual ad performance may vary.

Acquirgys POV

We are notifying our clients and recommending a wait-and-see approach before making any drastic changes. No actions have taken place just yet, said Dorothy Weaver. She continued, We plan to adjust accordingly once the transition is complete. If you act prematurely and raise bids you can potentially be paying more money than what is needed to show in the proper position. We understand that Googles changes are always made with the best interest of the searcher in mind.

Throughout the brief history of SEM, there have been numerous changes by Google and other engines, the merger of Bing and Yahoo, and a constantly evolving search landscape. Now is the time to develop strategies based on what happens to your search results on Google for your ads that have been appearing on the RHS that are moved to the bottom: