Marketing Advice & Reflections
Many of the writers question whether it should be used at all.
And, as if this is not bad enough, Google are testing a paid version of the web experience where the ads are pixelated, so your senses needn't be assaulted and offended by their gaudy messages.
But, just perhaps, the GDN is an Ugly Duckling - just waiting to be recognised as the swan it really is.
Let's wander back in time... before the internet. You wanted to find a plumber, you went to the yellow pages, or the classified ads section of your local newspaper. Today we call that Google search.
But there were lot's of other things you bought that you didn't want. Or need. You saw them in magazines, or on TV or heard about them on the radio. Maybe someone left a flyer in your mailbox, or sent you a letter (remember those?). Today we call that Google Display Network.
A couple of months ago Google AdWords introduced a drag and drop function for adding image ads to campaigns. I love it. It saves a lot of time on one of those functions that cannot be automated and must be done on a "one by one" basis.
They recently made a further improvement to this feature but I'm not quite as pleased with this one....
It's what stops us from achieving our goals. Clutter on our desk. Clutter in our heads. And clutter in our PPC accounts.
When we take a step back from the day to day micro-management of ppc campaigns we can sometimes catch a glimpse of the bigger picture. The one where the fundamental principles shine through.
PPC management is simple and the secret is.....
Below the fold... it's a term borrowed from newspaper advertising. When a broad sheet newspaper was folded in half and then stacked on a newsstand, you could only see the top half of the front page. Everything else was, well... below the fold.
The internet has borrowed this term to describe ads which are on the web page being browsed, but not visible unless the user scrolls down, and there has been a lot of talk over the past few months about whether Google should count an ad which is never seen as an impression. It's along the lines of trees falling in forests and no one hearing them....
Hace años, antes de la llegada de internet, el mundo de la publicidad tenía un término para los anuncios en la primera página del periódico que no se vería cuando la copia llegaba a la papelería, debajo del pliegue.
Generalmente, si pagabas para un anuncio en la primera página, pagabas menos si tu anuncio se posicionaba debajo del pliegue. Tiene sentido.
Los publicitarios online han cogido prestado éste término para describir anuncios que hay en las páginas web, pero que no son visibles al usuario si no bajan la página.
Si eres un anunciante, obviamente quieres que se vea tu anuncio. Estás dispuesto a pagar para que tu anucio sea visible. El modelo para se llama CPM (Costo por cada mil impresiones). Se diferencia con el CPC (Costo por Click) en el sentido que pagas cuando tu anuncio aparece cada 1,000 vece en páginas web. Por lo menos eso es lo que pensábamos…