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Posts Tagged ‘how display drives paid search’
Boosting the Effectiveness of Display Ads with Paid Search
Amanda Moshier | November 18th, 2009
Troubled with an inability to track the effectiveness of his advertising dollars, John Wanamaker, the father of modern marketing, famously quipped: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” The lack of hard metrics available to measure the success of traditional advertising has since been dubbed the Wanamaker problem, and has eluded marketers for years. While it was understood then as it is understood now that advertising is a compulsory part of doing business, the value of a print ad, radio spot, or TV commercial is inherently difficult to determine. Beyond calculating reach, there is little marketers can do to measure the effect an advertisement has on their bottom line. Luckily, the shift to Internet advertising and specifically, search engine marketing, has presented marketers with new opportunities to deliver more transparent and fiscally-responsible ad campaigns. Pay-per-click advertising revolutionized the industry allowing marketers to cut eliminated advertising spend by targeting people actively seeking their products and services, performance marketing let brands expand their reach while assuming none of the financial risk and paying only for results, and search engine optimization gave brands visible proof of their investment in the form of top placement in the search engines. However, despite the considerable advances in tracking that have come with the advent of online marketing, elements of the Wanamaker problem still exist, especially when it comes to display. The Facts About Display Advertising Measuring the effectiveness of display is difficult, but Google Campaign insights Continue reading…
