Like many agencies and advertisers, we’ve been dragging our feet before trying Google’s relatively new advertising options. My rationale has been that search (or PPC) advertising is inherently better than the traditional advertising media: print, radio and TV.
PPC advertising has been trouncing traditional media due largely to the fact that efficiency and accountability are “built in.†The auction model (almost) guarantees that ad spending will be no higher than necessary to remain competitive. But it’s the built-in accountability – the ability to monitor and adjust for optimal ROI or ROAS – that makes PPC advertising the ad medium of choice for profit-hungry advertisers.
Recently I took a closer look at Google’s print, radio and TV advertising capabilities – and son of a gun – they’ve got auction and ROI-tracking built in, too! Here’s what I found:
Like many agencies and advertisers, we’ve been dragging our feet before trying Google’s relatively new advertising options. My rationale has been that search (or PPC) advertising is inherently better than the traditional advertising media: print, radio and TV.
PPC advertising has been trouncing traditional media due largely to the fact that efficiency and accountability are “built in.†The auction model (almost) guarantees that ad spending will be no higher than necessary to remain competitive. But it’s the built-in accountability – the ability to monitor and adjust for optimal ROI or ROAS – that makes PPC advertising the ad medium of choice for profit-hungry advertisers.
Recently I took a closer look at Google’s print, radio and TV advertising capabilities – and son of a gun – they’ve got auction and ROI-tracking built in, too! Here’s what I found:
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