Traffick - The Business of Search Engines & Web Portals
Blog Categories (aka Tags) Archive of Traffick Articles Our Internet Marketing Consulting Services Contact the Traffickers Traffick RSS Feed

Monday, April 14, 2003

Everything You Wanted to Know about Black Holes

On launching the latest phase of its Google Adwords advertising service, Google allowed that its new "content targeted advertising" might generate "slightly lower" clickthrough rates than search keyword advertising. Slightly? Holy guacamole, that might just win the next Search Engine Watch Award for Biggest Understatement of 2003.

In more than a few cases, the CTR's for content targeted ads are so abysmally low as to be scarcely measurable. I just peeked in on a friend's long-running ad group that had a modest, but respectable, CTR of 0.8%, and which therefore generated a healthy number of daily clicks (around 60 per day at about 0.18 per click). The content targeted ads for the same group had a CTR of 0.0125%. That is, one in 8,000 viewers of the ad clicked on it. In all, three people clicked on the content-targeted ad today, generating a total of 0.15 in revenue for Google. Whoa, back up the dumptruck.

Did Google fail to take adequate account of the very different dynamic of content-targeted advertising when they ran a limited pilot program last fall? Could it be... could it be!?!!?... that small text-based ads work well when people are in search mode, but very poorly in skyscraper creative next to content, to the extent that those AWFUL, INTRUSIVE, BLINKING ANNOYING GIANT CREATIVES we love to hate are actually more effective than Google's inobtrusive little text ads (the ones my clients know and love because search engine users actually click on them about 1% of the time, on average)?

Hey, Google, these things are showing up on someone else's web site, not yours. Why not make the ads flash and stuff? Or generate some nice popunders? What's it to you if they lose a few readers? Just kidding, I know you'd never do this. Next thing they know people would be calling you a "media company." Bad enough that you already stand accused of being a portal.

I'd expect Google to make quiet, restrained efforts to paper over these embarrassing stats by expanding the content targeting program to places where higher CTR's may be expected, such as, perhaps, email newsletters. Time will tell. If worst comes to worst, they can indoctrinate all of the users of the free version of Blogger into a new "product placement" scheme where they work Adwords ads "naturally" into their posts.

Posted by Andrew Goodman




View Posts by Category

 

Speaking Engagement

I am speaking at SMX West

Need Solid Advice?        

Google AdWords book


Andrew's book, Winning Results With Google AdWords, (McGraw-Hill, 2nd ed.), is still helping tens of thousands of advertisers cut through the noise and set a solid course for campaign ROI.

And for a glowing review of the pioneering 1st ed. of the book, check out this review, by none other than Google's Matt Cutts.


Posts from 2002 to 2010


07/2002
08/2002
09/2002
10/2002
11/2002
12/2002
01/2003
02/2003
03/2003
04/2003
05/2003
06/2003
07/2003
08/2003
09/2003
10/2003
11/2003
12/2003
01/2004
02/2004
03/2004
04/2004
05/2004
06/2004
07/2004
08/2004
09/2004
10/2004
11/2004
12/2004
01/2005
02/2005
03/2005
04/2005
05/2005
06/2005
07/2005
08/2005
09/2005
10/2005
11/2005
12/2005
01/2006
02/2006
03/2006
04/2006
05/2006
06/2006
07/2006
08/2006
09/2006
10/2006
11/2006
12/2006
01/2007
02/2007
03/2007
04/2007
05/2007
06/2007
07/2007
08/2007
09/2007
10/2007
11/2007
12/2007
01/2008
02/2008
03/2008
04/2008
05/2008
06/2008
07/2008
08/2008
09/2008
10/2008
11/2008
12/2008
01/2009
02/2009
03/2009
04/2009
05/2009
06/2009
07/2009
08/2009
09/2009
10/2009
11/2009
12/2009
01/2010
02/2010
03/2010
04/2010

Recent Posts


Opera "Got Better," But Does it Matter? There a...

Happy Tenth to the Browser An interesting artic...

Zeitgeist, Lies, and Videotape For a certain se...

NY Times is Last Major U.S. Publication to Write A...

Lycos 50 Not the Only Search Engine Spy in Town ...

Chandler's Winning Friends Already World-famous...

Search Engine Watch Enters the 21st Century Sea...

Yahoo Search Syntax Courtesy Tara Calishain and...

Putting the End of Overture's Penny-Bid Grandfathe...

Et tu, j2? (Don't You Hate Ads on Stuff You Actual...

 


Traffick - The Business of Search Engines & Web Portals

 


Home | Categories | Archive | About Us | Internet Marketing Consulting | Contact Us
© 1999 - 2013 Traffick.com. All Rights Reserved