April 17, 2007 | Tuesday

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What Will Google Do With Performics?

By Jon Myers, Director Of Search in Search Engines |Google |Search Technology

I was reading an interesting article today on part of the Google DoubleClick deal. It is interesting to see that by Google acquiring DoubleClick, you have to ask what are they planning to do with its search marketing company Performics?

You may wonder what I am talking about but basically:
1. Google Buys DoubleClick
2. DoubleClick owns Performics
3. Google decides to keep Performics

Your initial thoughts may be one of ‘there is a conflict of interest’ by Google owning a search marketing firm. Seeing as Performics main objective is to rank their clients highly on Google and other search engines.

For me it will be interesting to see how this moves forward over the coming weeks, will they retain the company? Performics offer includes paid search marketing, ‘natural’ search engine optimization and data feed marketing. So Google essentially owns an SEO company…how ironic!

Or could it be for the affiliate software they have which Google could use to roll out into Adwords ‘Pay Per Acquisition’ model they have mentioned and could aid improvements in their metrics for advertising choices into display, publisher networks, radio and TV.

Watch this space closely and we will see where it goes in the coming weeks.