More on Google vs MadAve
Smackdown ... simple piece from BWeek covers it.
Google's Search for the Advertising Edge:
"But while Google has gone from search engine to media octopus in less than a year since expanding its reach, it hasn't lost all the feel of an Internet startup. Says a slightly self-effacing Armstrong: 'One of our challenges is just figuring out the right way to sell and even who and how many should be in the room when we go see a client.'
For the Vanguard meeting, there are just six people -- two from Google, two from Vanguard, and two from Vanguard's ad agency, Avenue A/Razorfish. It turns out that with AdWords, Vanguard in November spent less than 50ยข per click, one-tenth that of some rivals, and 14% of Net surfers exposed to the ad clicked through to its Web site.
That performance beats the response rate from a typical direct-mail effort, for example, of about 2%. And it's why Vanguard upped its Net ad spending by 33% since 2003, to $12 million last year, while it cut every other media category, according to TNS Media Intelligence. Vanguard spent $40 million total on ads last year, says TNS."
Google's Search for the Advertising Edge:
"But while Google has gone from search engine to media octopus in less than a year since expanding its reach, it hasn't lost all the feel of an Internet startup. Says a slightly self-effacing Armstrong: 'One of our challenges is just figuring out the right way to sell and even who and how many should be in the room when we go see a client.'
For the Vanguard meeting, there are just six people -- two from Google, two from Vanguard, and two from Vanguard's ad agency, Avenue A/Razorfish. It turns out that with AdWords, Vanguard in November spent less than 50ยข per click, one-tenth that of some rivals, and 14% of Net surfers exposed to the ad clicked through to its Web site.
That performance beats the response rate from a typical direct-mail effort, for example, of about 2%. And it's why Vanguard upped its Net ad spending by 33% since 2003, to $12 million last year, while it cut every other media category, according to TNS Media Intelligence. Vanguard spent $40 million total on ads last year, says TNS."
posted by JTH at 5:43 PM
0 Comments:
Post a Comment
<< Home