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January 08, 2004
Content targeted web marketing
It is less than six months since Google has launched the Adsense program for including Google Adwords in independent content websites. For the past couple of months advertisers have noticed a remarkable increase in the impressions and clicks from those content sites, of course with the equivalent large (exponential) increase in marketing expenditure.
Marketers that have been around long enough have been warning their customers on this increase in marketing expenses through the pay-per-click programs that are actually bringing much smaller returns on investment.
Overture's similar content match program will soon (within January) be offering the opportunity of total separation of the search engine and content keywords, which means that one will have the opportunity of selecting different keywords with different bid prices for search engine and content sites. This certainly is a much fairer approach, as most advertisers are in a rather grumpy mood at the moment in the way that Adsense has blown up their businesses (especially after the Florida algorithm change).
Google has played their part of the game remarkably well. They are now leaders not only in the search engine world, but in the remarkably competitive world of advertising. However, this has turned Google into a monopoly in those two fields and that is certainly not doing the market any good. We have been living for the past three or more years with the impression that Google is a fair company and we certainly applaud the news of its competitor Overture taking this competitive advantage in the way they treat content sites. We eagerly await for Google to follow the tracks of Overture.
Posted by Basileios at January 8, 2004 12:20 PM
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