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Ad Agencies Scared Of Google
from the we-miss-the-good-ol'-inefficient-days dept
After hearing Google's announcement that they will provide advertisers with impression opportunities in addition to the current pay-per-click ads, ad agencies voice their fears over the move. The agencies statements range from the obvious, "the move is the latest attempt by the search engine giant to increase its revenues", to unfounded backstabbing, "it's in [google's] interest to drive up prices", to the simply honest, "We get frustrated". Google has an opportunity to offer CPM advertisers the same ROI mechanisms that its CPC advertisers use to optimize their campaigns. By coupling CPM campaign tracking with user search behavior, Google may just be able to help its clients find the half of branding dollars that is fabled to be wasted. So, not only are agencies running scared at the promise of self-service access to brand spending, but they are also terrified at what Google's ROI push could mean for the whole industry.
Reader Comments
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What is CPM and CPC?
You've used those terms in previous articles without explaining them. Obviously I would have heard the explanations when web advertising was still working out the bugs, but it's been a while.
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Re: What is CPM and CPC?
CPM = cost per thousand (M = 1000 in roman numerals)
CPC = cost per click
CPM charges advertisers by impressions, or how many visitors reach a site (and by the thousands is a convenient measure). CPC charges by how many people click through the ads.
(reply to this comment) (link to this comment)
Re: What is CPM and CPC?
CPM = cost per thousand (M = 1000 in roman numerals)
CPC = cost per click
CPM charges advertisers by impressions, or how many visitors reach a site (and by the thousands is a convenient measure). CPC charges by how many people click through the ads.
(reply to this comment) (link to this comment)
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