Google Goes Into Print Ads

[rustybrick]

I was as shocked as you are but when Elinor Mills from C|Net asked me for my thoughts on it, for an article she was writing, I gave them to her.

You have to check out this article named Google takes ad sales to print (http://news.com.com/2100-1024_3-5844889.html).

Google is expanding its lucrative Internet advertising network into the print world in a bold attempt to capture traditional ad dollars.

[bogner]

How will that work? Says I have some adwords and my company is selling purses... how would I benefit from a PC mag?

Personally they should stick to the net and not worry about print marketing and do what they are good at "SEARCH ENGINES" :)

[rustybrick]

Ok, I have a little more detail at my blog under the title Google Experiments with Brokering Print Ads (http://www.seroundtable.com/archives/002462.html) and Danny just wrote up an entry with some more detail under the title Google Selling Print Ads (http://blog.searchenginewatch.com/blog/050831-091033).

How will it work? I don't know. Would be cool if they worked out a CPC model for this. ;)

[Chris_D]

Telephone directories have been doing that 'style' of thing for many years.

You put an advert in their directory and pay their rate card for the advert by size/location; the call to action is a toll free number (owned by the directory) the call to the toll free is routed via the Telephone directory company back to the advertiser - and at the end of the month the directory company sends a log of the calls to the advertiser 'look at the calls we got for you this month'.

I suspect Google will do much the same thing - with a few twists which will possibly make the google print strategy different:

- they will aggregate media using other 'publications' - not just provide it on their 'own' media like the telephone directories;
- and possibly charge per 'call' rather than a fixed 'magazine page rate' for the 'advert'.

Time will tell.....

[hiero]

And once again we see Google reinventing the wheel!

[Nacho]

I got a sales call yesterday to participate in this for of our accounts with a 1/7th spot for $3,200 in a very high volume living magazine that reaches a couple million people.

I was shown how the ads come up as an example: http://adsbygoogle.com/pcmag/

She said that at even 1% conversion I should be able to see about 360 transactions because magazine viewers to web was about 1.8% probability.

I guess it all depends on what you sell and your ROI levels for each advertiser to see if it makes sense. It's a little bit risky to put up thirty-two hundred bucks and see what happens when you are used to be paying per click for the last 6 years.

[AussieWebmaster]

I got a sales call yesterday to participate in this for of our accounts with a 1/7th spot for $3,200 in a very high volume living magazine that reaches a couple million people.

I was shown how the ads come up as an example: http://adsbygoogle.com/pcmag/

She said that at even 1% conversion I should be able to see about 360 transactions because magazine viewers to web was about 1.8% probability.

I guess it all depends on what you sell and your ROI levels for each advertiser to see if it makes sense. It's a little bit risky to put up thirty-two hundred bucks and see what happens when you are used to be paying per click for the last 6 years.

Are you getting the print and web ads? And is it CPM, flat rate or PPC?