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Contextual Advertising And Search Advertising Are Different
from the it-took-them-this-long-to-figure-this-out? dept
Apparently, marketers are just now figuring out that browsing and searching are two different modes of web surfing, and people will treat ads differently in each situation. Some pointed this out quite a while ago, but thanks to Google and Overture promoting contextually matched ads as somehow being just like search ads, many advertisers expected similar results -- which they're not getting at all. So, now, some advertisers seem to be fighting back and are telling Google and Overture that it's about time they separated out the two forms of advertising and let the advertisers work each campaign separately. It appears that Overture has started to move in this direction, but Google continues to insist that there's no reason to treat the ads differently.
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Is there a reason?
Google only counts the number of people who click through on ads, not the views. So what does it matter whether surfers are treating them differently? A click-through is a click-through.
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