Archive for September, 2007
Is Google Morphing Into an Ad Agency?
There’s a whole lot of noise out there about Google’s deeper involvement in the ad biz. Have you heard it?
It’s untrue, of course, according to a Google spokesperson, who said, “…We are not in any way setting up our own agency …”
Well, who knows, but the stir seems to come from the hiring-away of Andy Berndt of Ogilvy & Mather. He’ll be filling a “dual role” so says the report at Clickz News.
(http://www.clickz.com/3627069)
The 2nd part of the dual role is the one causing the raised eyebrows … that of Berndt working with ad agencies, who run their clients’ campaigns across Google’s network.
Apparently, the first part of his role will be to provide in-house creative support for Google’s own products and services.
One of the ‘Big Dog’ products that Berndt and his staff will put together for clients, from various agencies, is called Gadget Ads. (Developed in html or flash environments.)
It sounds like these Gadgets are a combo of several things, such as data feeds, images, video and flash elements.
Some pretty heavy hitters have been part of the Beta testing of these gizmoes: Honda, Six Flags, Intel and PepsiCo. (Now, there are some major budgets!)
And, according to Google, these clients are “overwhelmingly positive” about their results.
I read that Google’s advertisers (through the ad agencies, of course) can optimize their campaigns, by tracking dozens of actions within the ads.
And web users can syndicate the Gadget Ads to their own sites. The article said that pricing options include both performance-based and CPM models. So Google-esqe. 
So, the question still remains for me, “Is Google morphing into an ad agency?”
I’ll put it this way, I’m glad I’m not still working at one of the BIG New York agencies, with the BIG client budgets.
What will this new advertising medium mean to small to medium-sized business owners, if anything? Or, is this just a high stakes game reserved for the Big Boys — like buying time on the Super Bowl?
Or … does this move portend anything dismal for future searches?? Money does talk, ya know.
With all the morphing going on, I would be surprised at nothing in Google-land.
http://www.kickasscopywriter.com
The Marketing ‘Kiss of Death’
What do you think the marketing ‘kiss of death’ is?
You may think it’s not having the budget to do what you know you need to.
Or, you may think it’s not being the #1 producer or the best manufacturer or having the sexiest product or a large enough list?
Whatever you think it is — you’re probably wrong in my studied opinion.
No, I believe the kiss of death in marketing is when you FAIL to make a High ROI offer.
You can have a great site, have a great product or service, provide an excellent return policy, offer free trials at the right time and even provide unbeatable customer service.
But if you do not make them an offer that anyone would be a fool to pass up … your offer (and sales) will fizzle, instead of sizzle.
No amount of crafty copywriting can overcome a bad offer. It just can’t happen.
So, if you’ve gone to the trouble of investing your blood, sweat and tears into your business, please bite the bullet and make them a remarkable offer that’ll make them say, “Now that’s an offer I can’t refuse!”
And always take away the risk with your guarantee. And always give more than they’d expect.
Make them a high ROI offer, and you’ll have a customer who will be eager to take you up on your next offer. And, of course, you must have great copywriting that’ll keep them reading, till they get to your offer.
Just ask yourself what you’d respond to? For me, it’s straightforward copywriting that doesn’t insult my intelligence and a fantastic offer. We want MORE for our money, right? It’s just human nature.
http://www.kickasscopywriter.com
