Extra! Extra! Google Print Ads come to UK. But how to measure our precious results?
Posted by Admin @ April 1st, 2007 in Other Marketing
Google has made the big jump with their offline newspaper marketing service and is now in talks with newspaper companies in the UK, reports The Times Online. After rather successful campaigns in the US, Google is now trying its hand overseas at selling advertising space in newspapers through their online bidding system, Google Print Ads.
Where British newspapers seem reasonably interested, The Times Online reports media companies to be concerned about Google’s increasing power, ‘including ITV chairman Michael Grade, who has already called for greater regulation on the fast-growing Google.’
For marketers that are used to online advertising, this is a chance to try out some offline media, while using a system that we know. For us, the problem would be the tracking of the results that the advertisements yield. Being used to accurate figures for key performance indicators, we will have to adjust to the relatively less measurable results of paper advertising.
That is not to say that offline marketing cannot be measured; there are ways to check the response from any type of marketing without the use of marketing research companies. It is, for example, fairly easy to measure the conversion rates of a paper advertisement that directs to a website. At 77 we would have the advertisement redirect to a page – or sub domain – that was specifically created for that campaign, for example newmodel.volvo.com. We would be able to measure the amount of traffic and calculate the response rate to that advertisement by comparing it with the circulation of the paper or magazine that we advertised in. These are simple and cost effective solutions that have become possible through the merge of media.
The marketing world is becoming more controllable all the time, and with the unison of media every marketing message will soon be measured. The old adage ‘I know that half of my marketing budget is being wasted, I just don’t know which half’ will soon be outdated. We will know exactly which half we are wasting.
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