November 8th, 2007
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Google AdWords now allows CPC (cost per click) bids for Google content network ad campaigns (Inside AdWords) –
With the launch of cost-per-click (CPC) bidding, advertisers can now choose the bidding option that best matches their needs. If the purpose of your placement-targeted campaign is to increase sales, leads, sign-ups, or other conversion-oriented metrics, you can select CPC bidding and pay when users click on your ads. If you want to maximize impressions and increase brand awareness among your target audience, you can select cost-per-impression (CPM) bidding.
I have always looked at CPM bidding as a relic from traditional media which has wriggled its way into digital media. I think yesterday’s announcement marks the beginning of the end of CPM ads.
November 8th, 2007 |
Posted in Marketing
| Tagged with Asides, Cost-Per-Click, CPC, Google-Adwords, Google-Content-Network, Placement-Targeting, The-Next-Marketing-Guru |
November 1st, 2007
Photo by dejay181
In an earlier post I talked about why marketers should not approach digital media (online/ mobile/ DTH) with the ‘interruption’ marketing paradigm so prevalent in traditional media (TV/ print/ radio/ outdoors): because digital media is very good at engaging with a million customers one at a time, but very bad at reaching a million customers at one time. This is especially true for India, where mass media still hasn’t peaked in terms of either reach or credibility and digital media is still extremely niche and fragmented.
In another earlier post, I talked about how most marketers and agencies in India are still clueless about the basic principles of digital media. I’m sure that most Indian marketers are present on digital media on the basis of the 5% rule: during a campaign, 5% of the budget should be allocated to digital media. As a result, even when marketers flirt with the digital media, their digital media initiatives are almost always ad hoc, mostly ineffective and often quickly abandoned.
In my new ten-post series on how brick and mortar marketers in India should use digital media, I’ll describe ten small, but smart, tricks that you can rely on to fully leverage the potential of digital media -
November 1st, 2007 |
Posted in Internet, Marketing, Noteworthy, Trendspotting
| Tagged with Brick-and-Mortar, Buzz, Community, Context-Sensitive-Ads, CPC, CPI, Digital-Media, DTH, Interruption-Marketing, Mobile, Online, Permission-Levels, Permission-Marketing, Search-Ads, Social-Ads, Social-Networks, Text-Ads, The-Next-Marketing-Guru, Traditional-Media, Trendspotting, Wannabe-Web-Millionaire |
