What Are You Looking At?
Posted by tim on May 02, 2005 at 02:43 PM
I'm not against drinking the Kool-Aid, I'm just not sure what flavor they're serving.
With Google's new foray into impression advertising, I have to wonder if the motivation is anything other than filling the bottom line. There is a lot of speculation as to why Google did this. Personally, I believe it has to do with reaching out to some of the more 'traditional' marketing and advertising agencies that are out there. These firms are much more accustomed to media buys in scale. It's much more difficult for them to get into the idea of paying per keyword.
In the mind of these old school agencies, it makes more sense to plan bulk purchases, negotiate best rates, buy up real estate and go with it. I don't debate the usefulness/effectiveness of this strategy. It's just a different approach than what PPC has become.
So, it's seems like rather than helping agencies learn the new language and nuance of PPC, Google got frustrated thinking about all the money still floating around, threw up their hands, and just said, "fine! we'll speak to you in your language."
Doesn't this kind of fly in the face of the whole relevancy angle though? Advertisers are being given control over what sites they display their impression banners on, without regard for the actual content on the site.
While I can't say that this affects us or any of our clients directly (right now), it seems like an strange move. Impression fraud already exists on the Google network. It's a pretty easy scam to pull off. Now that advertisers are directly paying for impressions, what's to keep this from becoming an even bigger problem?
It might also be inflating the value of the CPM on the content network. Ultimately, the market will determine the usefulness and effectiveness of this new program. As long as advertisers are buying, the system is working.
Safety first: With respect to Kool-Aid, I am in no way associating this wonderful fruit flavored drink with Google or any of it's ventures. I also don't mean to disparage Kool-Aid in any way by using this euphemism (or Google for that matter). I have always and do still enjoy drinking Kool-Aid in all of it's exciting and adventurous flavors.
Category
Pay-Per-Click
Socialize This Post
If you enjoyed this blog post, don't forget to:
• Add one of our feeds to your favorite reader:
• Add to your favorite social site:
• Vote for it on Yahoo! Buzz:
Posted on July 12, 2005 05:02 AM
Dear Tim,
I do not really agree with you judging this move as bad.
I have been working with internet clients for 7 years now on both sides.
First 4 years I was Chief Product Manager for one major middle European portal and was convincing SMEs, big ones and agencies into going online. Such a pain...it took more than 2 years of continuous work to even get them try it.
For last two years I am running SEO/SEM company. Even though we have over 1 000 clients it is really hard to work with them explaining new methods and approaches.
Although it shouldn't be the case, the agencies are the worst of worst. They should, and are paid for, to bring the best things to their clients, but it is not often (almost never) the case.
It takes them years and years before they adjust their way of thinking. And if they hate something, it is when some computer geek tells them - the marketing gurus - how to do it better and cheaper.
I understand this approach that Google did. Sometimes you have to embrace the enemy to defeat him :)
Pavel