Wednesday, March 12, 2008

Google and DoubleClick - what does it mean for PPC?

Google closed it's acquisition with DoubleClick today. So what does it mean for Pay Per Click?
As Google continues to grow we are seeing the search marketing trend pull away from being just that: Search Marketing. With the introduction of image ads being placed on the content network (now placement targeting) and the addition of video ads, radio ads, newspaper advertising, etc. Google continues to stray away from being a search marketing network to an online marketing network.
Some say that Google took off when they revolutionized search by introducing the linking algorithm in order to bring it's users the most relevant results possible. I would say that the company itself experienced a growth when they revolutionized the online advertising industry by offering ads that were charged on a per click basis rather than a cost per impression. This new way of advertising made it easier and more affordable for small businesses to gain a presence on the internet without breaking their budgets.
Banner ads are now becoming a part of that revolution. I have already seen the results of this form of advertising on Google with the placement targeting campaigns. I am able to pick and choose where my ads appear rather than a plethora of pages. By choosing the specific pages that our ads are to appear I am able to bring the users from an article, blog posting, website, etc. that relates to a specific user with a banner ad that when clicked brings the user to a page which then presents them with a document or such information relating to what they were in the mindset for.
By doing this, there is less of a fall-out from the banner ads themselves and thus creating more conversions.
The user is presented with what they are looking for or researching more efficiently, and the company was able to get yet another lead.
It's a win/win situation!