Alright - let's see if we can pick up where we left off........... Oh yeah - the "Search Wars". Seems that our friends at Google are pushing Search advertising as as a revenue generator for their clients. Google presents advertising to its clients as asset management, turning it from a cost to a revenue generator. Google encourages companies to move from only advertising blockbuster brands, to advertising every one of their products.
Ideally, their new pactice of tracking the success of advertising, especially sales leads, moves it from a fixed marketing cost unrelated to sales success, to a variable cost of production.
That's all well and good but how long before the other key Search Players introduce similar functionality and how will this affect the Geese which lay the golden eggs - Adsense and Ad Words??
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