Here’s the POV I shared with Laurie Sullivan at MediaPost for her coverage of the AOL-Google news – AOL’s Mobile And Video Push Powers Google Search Deal.

I’m not surprised that AOL renewed its deal with Google. With Tim Armstrong and Jeff Levick both being ex-Googlers, there’s no doubt they had the insider knowledge required to get the best possible terms, not to mention figure out the best possible way for the 2 companies to collaborate.

It’s interesting to see that the deal covers more than just Google distributing search ads to AOL. It has AOL providing content to Google. In my book, I talk about how AOL has rebranded as a new economy content company. They’ve done a good job positioning themselves to capitalize on the type of content that’s easier to monetize — not news, weather, and sports but travel, entertainment, and health. I see AOL succeeding with content where newspapers are failing. And it’s ironic because Google succeeded in online advertising where AOL failed.

Shared a few sound-bytes with Laurie Sullivan at MediaPost for her article, “Search Engine CPA Patent Goes Up For Sale.”

Here’s the POV I provided…

Well, I’m no intellectual property expert but I wonder if this concept is even patentable [Clarification: meant to say, "I wonder if this patent is even enforceable."] It’s not like Bill Gross was able to patent CPC on search engines.

That said, the closest thing we’ve seen to CPA search results to date was Microsoft’s failed experiment with Cashback. The idea was advertisers would essentially pay a CPA for actual conversions and a portion of that fee would be passed along as incentive to the searcher. Microsoft never got the advertiser adoption it needed to scale Cashback and, without a lot of offers, it wasn’t able to provide a great user experience.

One of the biggest challenges in a pure CPA search model would be getting advertisers comfortable with implementing new tracking code on their websites to allow the search engine(s) to track actions. Fortune 500 companies and leading internet retailers are already leery of letting the fox into the henhouse.

I did a little Q&A with Dan Butcher from Mobile Marketer for his piece on “Can Google Make Money from Mobile?”

Here’s the full transcript…

What is your take on Google’s mobile strategy, and how it fits into its overall plans for generating revenue?

Mobile is a huge opportunity for Google. Eric Schmidt has said over and over that the mobile advertising market will be bigger than the “fixed” web. That’s why Android is getting so much attention. And that’s why Google threw down $750 million for AdMob.

In my book, chapter 5 talks about being where your audience is. Google’s audience is anyone using the Internet. Every day, more and more people are accessing the Web from their mobile devices. Therefore, Google needs to be there.

Android allows Google to control the user-experience and make sure search is front and center so it can make money off search ads. And AdMob allows Google to cash in on ads via mobile sites and apps.

Given that Android is open source, how does having a mobile operating system benefit the company’s bottom line?

The bottom line revenue impact for Android is primarily through search ads. By having direct access to mobile users, Google can make sure search is always baked into the experience. And if Apple were to lock out AdMob or change the search default to Bing on the iPhone OS, Google wouldn’t be totally screwed.

At some point, every business will have a mobile app, the way every business today has a website. If Google can get the millions of mom and pop advertisers that buy search ads on the fixed web to buy ads on the mobile web, the long tail revenue will be huge. The first step towards that is helping these businesses create mobile assets. Open-source is key and Google App Inventor is a great example of how to convert the mom and pops.

Will Google be as successful monetizing mobile search as it has been monetizing search via PCs?

Yes. The key to PC-search for Google is having a large enough pool of advertisers that it can show a relevant ad (or 10) for every possible query. That makes it a good user-experience. If the ads aren’t relevant, people won’t click.

Beyond just mobile web search though, there are opportunities for Google to put relevant ads in SMS, Voice, and Image search. These formats really take advantage of the unique features of mobile.

What companies do you see as Google’s main competitors in the mobile space, and what are Google’s prospects for success going forward?

Apple is the one I’d be most concerned about if I were Google. Sure Microsoft is a player and the Bing mobile search app is nice. But, just like with the fixed web, Bing’s still playing catch-up and copycat.

Apple on the other hand is taking a totally different approach. Now I’m not in love with iAd but I do think that format has legs for brand advertisers. What I am in love with is Siri, the “virtual personal assistant” that Apple bought back in April.

In chapter 21 of my book I talk about the potential for app-ssistants like Siri to supplant search. Rather than do a bunch of search queries to plan a trip or a date night, you can just send one instruction to your app-ssistant and get back a personalized itinerary based on your preferences.

If I’m Google, the idea that someone might skip me completely in the process of performing this kind of commercial transaction would definitely be keeping me up at night. That said, I have no doubt Google will find a play in the world of app-ssistants and I explore a few different paths it may take in my book.

As part of the Googley Lessons Blog Tour, we ran an excerpt from Chapter 4: Mindset Matters in Jack Myers’ Media Biz Bloggers. Hope you’re in the mindset to enjoy it!

Happy (and appreciative) to have made reading lists in these 2 publications:

Globe and Mail – The future is here: how your organization can get a grip on it

MediaPost – Online Marketing Summer Reading With A Glass Of Wine

Through some investigative reporting, Laurie Sullivan of MediaPost, uncovered a few flaws in the new Facebook Places feature — namely, the ability to check-in from as far as 800 meters away from a location as well as check other people in with you.

When Laurie asked me for my perspective,  I said I applauded Facebook for launching Places before it had all the kinks worked out. In my column, “Everything I Need to Know About Product Development I Learned From Google,” I share the Googley Lesson, “It Doesn’t Have to be Perfect.”

Indeed, Facebook had to launch a location-based check-in feature asap to combat the growth of Foursquare. With Twitter, Facebook waited too long to change its status update call-to-action, “What are you doing?” to “What’s on your mind.” In the process, Twitter reached significant and sustainable scale.

Facebook won’t make that mistake again and, to be sure, the flaws with Places are relatively minor and (will be) easily corrected.

Here’s Laurie’s full report with my POV baked in: “ What Will Vicarious Facebook Check-Ins Get Advertisers?”

Image Source: Cyber-Cinema.com

Last week Google and Verizon announced a “Joint Policy Proposal for an Open Internet.”

This triggered an outcry from a wide range of constituents including policy-makers, consumer advocacy groups, and even the Daily Show.

Here’s my quick POV…

The lesson of chapter 16 is “Altruism Sells.” To date, Google has avoided severe backlash when it comes to public policy because of its “Don’t Be Evil” halo.

I’m not sure Google can hide behind that credo much longer though. I’m no expert on net neutrality but what’s clear to me is the proposal Google laid out with Verizon protects its own interests first.

It’s no coincidence that Google is getting into bed with one of the largest carriers and advocating different rules for wireless now that it owns one of the biggest mobile operating systems in Android.

For deeper analysis, check out  fellow MediaPost Search Insider Rob Garner’s recent column, “Google’s Shocking Change Of Heart On Net Neutrality.”

Meanwhile, I’ll scontinue brushing up on the details of this proposal and trying to separate facts from myths.

My hunch is that, as I dig in to Google’s efforts to create a Swiss Internet, I’ll find more gaping holes than that country’s well-known cheese.

Image Sources – EPL TALK, MuslimMatters.org

As part of my contract with McGraw-Hill, I was given 15 author’s copies of the book a week before it hit stores.

As you can imagine, I was very excited when they arrived — not because I wanted to read it (believe me, 5 times is enough even if none were the final final version). Rather, I was excited to share my masterpiece with my closest friends, family, and colleagues.

Of course, the problem is I have more than 15 close friends, family, and colleagues. So, how did I choose? Well, I’d like to say there was some science to it but I really just went with whoever was in front of my face.

My wife, Lisa (for whom the book is dedicated, along with my daughter, Eliara) got the first copy. (And, truth is, she would’ve gotten the first copy even if she wasn’t home when they arrived.)

Next on my list was my mom and dad who came over the next day. (Don’t worry, Mom and Dad Neiman… you’re on the short list as soon as I get another batch!)

Then I gave signed copies to each of my 3 office mates.

Next up were Rishad Tobaccowala and Brian Morrissey, who were both kind enough to endorse the book.

Then I took care of Matt Spiegel and Dave Gould — 2 of my close pals and business mentors. (Lance, sorry bud, not being in Chicago short-changed you here. Hang tight ’til I get my hands on more! Ditto Kappy! And Iceman. As for my man, Tony, although I can’t play the non-local card, Arlington Heights is practically another state! C$ and Benny, no excuse fellas.)

I signed one  ”Dear Connectual office visitor” and left it on the coffee table.

I kept one copy for myself and have it proudly displayed on my desk.

I sent one to someone I have a lot of respect for but will have to remain unnamed for now as I’m currently talking with him about a business venture and not ready to announce anything.

I gave one to Joe Kutchera who stopped by my office today and has been a big supporter to date. (By the way, Joe’s book, Latino Link, comes out next month.)

I’ve got one signed and ready to give my buddy Vlad Radutny from Studio IDE (excellent architectural and design resource if you need one) this Saturday at his birthday dinner. (He texted me to say all he wanted me to bring was a signed copy. Seriously? No Vodka?!?)

And the final copy is going out to Janel Laravie of Chacka Marketing. I’ve known Janel quite a while and she was one of the many industry luminaries (each of whom will be receiving a signed copy, mind you, as soon as I get my next batch) kind enough to share their wisdom in the form of interviews while I was working on my manuscript.

Even though Janel had a signed copy coming her way anyway, as it turned out, she was the winner of my first random drawing for a free signed copy as part of the commitment I made to my @GoogleyLessons Twitter followers. For every 100 followers I get, I’ll be picking one at random from the entire list to receive a signed copy. So, if you haven’t already, start following. The sooner you follow, the more potential drawings you’ll be included in!

Besides deciding who the author’s copies should go to, the hardest part has been figuring out what to write in the inscriptions. And here I thought writing the book was hard. Sheesh!

Thankfully, Janel made it easy for me, specifying that she wanted hers sealed with a kiss. Note: both Janel and I are happily married (to other people) so there’s nothing to read into this. Just having a laugh.

Janel’s other request was to take pics of the signing and sealing in action. And these were just too good not to share…

In addition to hitting the Web for a Blog Tour, I’ll be appearing at a number of trade shows, conferences, and corporate events in the coming months.

Below is the latest schedule which will be regularly updated. If you’d like me to speak at your event, please Get Connectual.

2012

Tues. Feb. 7: Paneling at Covario’s INFELCTIONPoint 2012 about leveraging paid search and paid social. Pic here.

Wed. Feb. 8: Going back to the well on Facebook best practices at the Online Marketing Summit in San Diego. Slides here.

Wed. Apr. 4: Mediating the Google v. Facebook battle at ad:tech San Francisco. Slides here and solo rap battle here.

Wed. Apr. 4: Paneling on how to monetize search with social at the Power of eMarketing Conference in SF.

Mon. Apr. 23: Hosting the “Search Insider Feud: How Search Changes Your Voice” at Search Insider Summit in Captiva Island, FL. Video here and recap here.

Tues. June 5: Co-presenting with Sachin Gadhvi from TicketsNow, at Internet Retailer Conference and Exhibition in Chicago on “How to turn dynamic inventory, seasonality, and promotions into an SEM advantage.” Slides here and rap here.

Thurs. June 14: Presenting at SIM Partners’ SIMposium in Chicago on “Search and Social: Birds of a Feather or Different Flock?” Slides here and rap here.

Wed. Sept. 19: Virtually presenting at the Online Marketing Institute Digital Marketing Strategy Summit re: “Successful Execution of Search & Social.”

Wed. Sept. 19: Physically speaking at the Yahoo! Search & Bing Advertiser Forum in New York on a panel moderated by Craig Macdonald, of Search Insider Feud fame, about industry trends .

Thurs. Sept. 20: Co-presenting with Viji Davis and Erica Barth at the 2012 Resolution Media Summit in Chicago on “Social Observations and Benchmarks for Your Programs” using data from our Social Media Insights research and Social Media Advertising Global Games report.

Thurs. Sept. 27: Hosting a Kenshoo webinar with my colleague Will Martin-Gill and Kenshoo client reps from Sears and iProspect on “Gearing up for the Holiday Shopping Season”. Video here and slides here.

Mon. Oct. 1: Paneling at MediaPost’s OMMA Display in New York on “The Facebook Challenge: Is Social Media Inventory Any Good for Marketers?” with moderator extraordinaire, David Berkowitz. No, not that one. This one.

Tues. Oct. 23: Co-hosting a webinar for Kenshoo Social with Resolution Media on “Social Media and Facebook Advertising Insights.”

Thurs. Dec. 13: Moderating a panel at the Search Insider Summit in Park City, UT on “New Surface Areas for Search Locally and Worldwide.”

2011

Tues. Apr. 12: Speaking on panel at ad:tech San Francisco about paid search marketing. Slides here.

Tues. Apr. 19: Panelist on paid search session at the Power of eMarketing Conference in San Francisco.

Thurs. May 5 and Fri. May 6: Kicking off the Search Insider Summit in Captiva Island, Florida with the Ultimate SEO PPC Rap Battle and then presenting on Personalization vs. Privacy: the Implications for Advertising on day 2. Slides here. Rap battle here.

Tues. May 24: Keynoting day 2 at Social Media Optimization Conference (SMOC) in San Francisco with a look at another great acronym, SAM (Social Advertising and Marketing) and how it compares to SEM (Search Engine Marketing). Slides, pics, and rapping Q&A here.

Tues. June 7: Presenting on behalf of Kenshoo at the Needham Internet and Digital Media Conference in NYC.

Tues. July 26: Presenting at OMS (Online Marketing Summit) Chicago on “10 Channels To Integrate with SEM to Improve Results.” Slides here. Note: topic changed to “What’s Hot in Digital Marketing.”

Tues. Aug. 16: Presenting at SES San Francisco on “Automating Social Media: Creating & Distributing the Message.” Slides here.

Thurs. Sept. 22: Speaking at a Pivot Guild event in Boulder on the topic of “Why Social Media Matters for Your Business.” Recap and slides here.

Tues. Sept. 27: Participating on a panel titled, “Why Display is Better than Search” at OMMA Global New York. (Yes, I will be the contrarian POV.)

Mon. Nov. 14: Getting social with a presentation titled, “Like it or Not: The Do’s and Don’ts of Facebook Ads” at OMS Social Media Summit in Chicago. Rap hear.

Tues. Nov. 15: Sharing more Facebook best practices (virtually same deck as day before but 45 minutes less time to do it!) at SES Chicago. Slides here.

Fri. Dec. 9: Perfecting the search engine at MediaPost’s Search Insider Summit in Deer Valley, UT. Slides and video here.

2010

Tues. Aug. 24: Moderating social media panel at  Integrated Marketing Summit in Chicago.

Thurs. Sept. 16: Delivering happy hour address and raffling off signed copies at Online Marketing Institute and CIMA events in Chicago. Pic here.

Thurs. Sept. 23: “Official Chicago Launch Party” in partnership with the Chicago Interactive Social Club at Blue Frog 22 in Chicago. Pics here.

Tues. Sept. 28: Moderating panel about the how much credit Google gets/takes at OMMA Global in New York. Recap here.

Thurs. Oct. 21: Delivering one-hour presentation about how to apply lessons form SEM to other channels at SES Chicago. Slides here. Rap here.

Wed. Dec. 1: Leading 150 minute workshop at Catalyst Ranch Match Books event in Chicago. Rap videos here.

Wed. Dec. 8 – Sat. Dec. 11: Official MC of the bi-annual Search Insider Summit in Park City, Utah. Rap videos here: Day 1, Day 2, Day 3.

Readers of my book will know I love a good pun so I was super-excited when Julia from McGraw-Hill’s PR dept. told me my book trailer video was featured today in an industry newsletter called “Shelf Awareness.”