Google Print Ads - Can They Drive Footfall and Clicks?

These days it seems not a week goes past without an announcement from Google about another area they are branching out into and away from the conventional web search that they are best known for.  In their mission to “organise the world’s information”, Google will soon allow UK businesses to advertise in newspapers.  Yes, the print versions, not online.

Google Print Ads, launched in the US in spring 2007 providing a platform for advertisers to buy display space in newspapers via their Google AdWords account.  The system has similarities to AdWords, with easily customisable ads and a charging model that is based upon the price the advertiser is prepared to pay.

Bidding for Classifieds

With Print Ads, the advertiser selects the publications they want to appear in and enters a bid indicating the amount they are willing to pay.  The publisher then reviews the bid and either approves, declines, or negotiates a mutually acceptable rate. Google are now in talks with UK newspaper publishers to broaden the reach of the service.

Interestingly, this goes against the trend of news consumption (and media spend) moving from print to online.  So why are Google getting involved?  To become a one stop shop for media buyers?

Full Media Mix

Perhaps. In addition to newspapers, Google also have their eye on TV advertising – via their TV Ads program currently in beta for an invited group of US advertisers – and Radio – following the acquisition of dMarc Broadcasting in 2006, now rebranded as Google Audio Ads, also only available in the US currently.

An interesting prospect for the integration of different forms of advertising and marketing media, and we can be sure that this is just the tip of the iceberg.

There could be a time, in the not too distant future when you may have the option to give Google your entire marketing budget and ask them to manage it on your behalf….I did say it was an option!

Trust

Playing this out further (and this is where we are now looking into our crystal ball) Internet organisations could be required to make some tough decisions. Do you work with Google to manage your entire marketing spend and ensure they deliver the desired returns? Or do you work with specialist agencies to manage the various marketing channels? A full service approach as opposed to a specialist solution. The answers to this could very depend upon the size and type of organisation you are. Would Google provide you with a full service approach and devoted client management if you are not considered to be a “Tier 1” business? Would you want to put all your eggs in one basket? These are considerations you may wish to think about as the year progresses.

Rest assured, we will be keeping our eyes on this and will continue to keep you updated on any changes.