The race between online display advertising and paid search ads to acquire ad dollars (and advertiser attention) is heating up. “A new report”:http://www.clickz.com/news/article.php/3550221 from JupiterResearch is predicting that paid search revenues will “outpace” display advertising by 2010.
With its pay-for-performance model and reliability where delivering a positive return on investment is concerned, we all knew search engine advertising was going to be huge. There’s some concern, however, that advertisers are relying too heavily on their paid search campaigns. The pay-per-search industry (as it was once known) got its start supporting display campaigns, after all; if banner placements were the jabs thrown at a fellow boxer for show, then the paid search placements were the uppercut that ensured a knockout performance. Increasingly, though, advertisers are forgoing display ads, choosing instead to rely almost entirely on the more dependable search variety. Is this a wise decision?
Category: Research
If you’re a fan of AdWords, Google’s popular paid search system, you’d probably love to get a behind-the-scenes view of how your competitors (or your clients’ competitors) are using it. Before you hire a rogue operative to infiltrate the competition’s headquarters, spend some time surfing GoogSpy. But be warned, it can be addictive!
GoogSpy is one of my favourite (albeit arcane) research tools, and I still can’t believe it is both legal and free. GoogSpy has analyzed (and archived) millions of Google search results and allows you to do research into how other companies are using the AdWords system.
Jack Kapica at the Globe And Mail has a new article called Canadian Internet subscriptions hit plateau indicating that we’ve now reached a ceiling on growth in online penetration:
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