With its new Product Ads format, which could potentially be offered on a cost per action (CPA) model as well as cost-per-click (CPC) next year, Google is offering brands an entirely new way to engage in and measure search advertising.
Display advertising, especially on mobile platforms, doesn’t work for users. Period. But the Mobile Value Exchange ad model, like search advertising, offers consumers premium content in exchange for ad engagement.
Mixing old and new technologies, Web advertisers have become expert at serving ads to consumers based on their personal statistics and tastes. But instead of feeling grateful for more-relevant ads, many of them are just creeped out.
While much can and has been written about the strategic differences in Facebook advertising, there is a key tactical aspect of Facebook campaign management that must be addressed--Ad Fatigue.
Google mines data for more predictions as Yahoo and Bing evolve the search experience. These changes and social networks are continuing to change the face of advertising.
Unless Google's search prowess takes a more vertical turn, the company's horizontal search strategy—search that "sees" a vast swath of the Web's 182 million sites— is increasingly vulnerable to specialist search sites.
A test comparing Facebook advertising, Google search, and Google dsplay's effectiveness at getting customers to download a coupon produced some surprising results.
The advent of Facebook Places, combined with Google's relative lack of activity in the local advertising market, suggests that the vast majority of mobile advertising may bypass search completely.
If an infomercial campaign can be treated as a taxable asset, as some have suggested, what about a keyword search campaign where the predicted cost per acquisition and response behavior is spread across thousands of keywords and hundreds of ads, with statistical confidence in the outcomes increasing over time?
A need for digital advertising standards signals a maturing online advertising industry, although the industry remains in its infancy as it tries to support growth. "The industry feels somewhat like a gangly teenager," says Yahoo's VP of North American Marketplaces.