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July, 2004 | Tech BtoB Edition |
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Accountability and performance: the Google network. By Patrick Keane, Head of Sales Strategy, Google meet Patrick Keane 2004 has ushered an era of media accountability unheard of before. Executives are demanding cost-effective and measurable performance in every facet of their marketing campaigns. No longer is it enough to talk about the intangible benefits of marketing, business executives crave more. Today they insist on results. A performance network reaching 80 percent of the web Fortunately, search has revolutionized advertising. Search advertising gives you the ability to deliver cost-effective and measurable performance at a massive international, and now local, scale. You get the accountability of direct marketing plus the reach of mass marketing at a price that is substantially lower than any other media. Buyer targeting vs. audience fragmentation The days of efficiently reaching your target audience with one campaign across television, print, outdoor, direct mail, and radio are over. FastCompany reports, "In a world of 100-plus cable channels, TiVo, and affordable broadband, it's increasingly tough to get your pitch to the person who should see it."(1) Digital media consumption has exploded at the expense of other media, with the Internet audience(2) matching the size of cable just ten short years from inception. Yet, despite the cannibalization of traditional media and a growing consumer and business user dependence on the web, marketers are typically spending less than 2% of their budgets online. This dual phenomenon of audience and media fragmentation mandates that ALL marketers must re-evaluate how, when, and where they communicate to customers. Demand driven marketing But forget audience, with the Google Search and content network, audience is irrelevant. At Google, we sell user demand and purchase intent - core metrics that drive a business. Search flips the 60+ year old broadcast advertising model on its head. Instead of broadcasting an undifferentiated message to an indeterminate audience, searchers broadcast to you - the marketer - with an impact that is instant and measurable. On this phenomenon, Google has built the world's largest performance-based advertising network. The Google network allows marketers to locate consumer and business demand wherever it is on the web, because we reach 80 percent of the web (or more than 200 million users). Just-in-time advertising Since Google AdWords is all online and automated, you don't have to worry about traditional media lag times. Your ad is up and running the day you place it. Which allows you to offload inventory immediately - when you have it. You can get a message up quickly and generate action in less than a day. Unparalleled media buying efficiency Google AdWords eliminates much of the convoluted planning process mandated by most online media buys. A Google buy largely eliminates the upfront planning, measurement and analysis of online campaigns. Just tell us your metrics, we will work with you to design the appropriate campaign, then continually monitor and optimize your buy. We help you build the right campaign and your customers will find you. By shrinking the buying, planning, and measurement cycles, Google helps agencies and marketers spend more wisely. And deliver accountability for your marketing programs. (1) Nate Nickerson, "How About This Beer Label: "I'm in Advertising!"", FastCompany, March 2004 (2) 67 percent of U.S. Households in 2004 |
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