Online Marketing

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More than any previous election, search advertising will influence the vote of the presidential election. Google, in its ever-present planning for the future, planned for this shift when it employed Peter Greenberger as part of its sales team. Greenberger’s job is to convince candidates that advertising on Google search is essential to political success. Recently, ClickZ’s Kate Kaye interviewed Greenberger for his insights into the 2008 election.

Reading Greenberger’s statements, you get the idea that spending on search ads will make or break the election. He attributes the success of John McCain and Barack Obama to their paid search campaigns. Greenberger also points out that Hillary Clinton was inconsistent in her Adwords campaign, dismantling it for the last two quarters of 2007 and starting it up again only after the New Hampshire primary.

Of course, polls during those times showed Clinton with a substantial lead. It wasn’t until after the Iowa and New Hampshire primaries that a tight race was clear. Some political analysts have suggested that the ultimate difference between Clinton and Obama was that Clinton’s campaign was focused on a top-down strategy while Obama’s strategy was more grassroots, building from the ground up. Looking at campaign strategies in that light, it makes sense that Obama would engage a response-directed campaign. But Greenberger’s job is to persuade the candidates that Adwords is the chicken and not the egg.

Greenberger also talked about how Obama used geotargeting during the Texas primary and how John McCain is ahead of the game in the use of video ads. Read the full interview with Google’s political ad guy, Peter Greenberger, over at ClickZ

Extracted from Search Engine Watch written by Nathania Johnson

Almost two years ago, an award-winning Google paper outlined a way to link a computer with a television to collect real-time data about viewer actions. The implications of the technology Google was working on could spell trouble for Nielsen Media Research, the incumbent, go-to agency providing the data upon which TV ad prices have been based for half a century.

 Google TV Ad Tracking Stats
(Photo Credit: Bp2.blogger.com)

Google continues to march down that Nielsen-busting road: This week Google announced that advertisers now have the ability to track the online impact of Google TV Ads with Google Analytics.

With this new feature advertisers using Google TV Ads can measure impressions delivered, the number of ad plays, the cost, and CPM. Nielsen, of course, has made its own roads into the online measurement roads and has been proactive about creating new, more dynamic ways to measure audiences beyond demographics and audience size.

But one thing, especially as Yahoo also becomes more aggressive with television network partnerships, the audience measurement game is officially a one-horse show no more.

fully extracted from webpronews.com written by Jason Lee Miller

“This morning during his keynote at SMX Advanced, Kevin Johnson, President, Microsoft Platform & Services Division, mentioned a new adCenter tool we’re piloting called the adCenter Desktop Beta. The adCenter Desktop Beta is a free tool that enables advertisers and agencies to bulk manage their adCenter accounts from a desktop application which can be uploaded to an adCenter account. This is the first time we’ve offered offline campaign management for adCenter customers.”

With the adCenter Desktop you can:

• Quickly navigate through multiple accounts
• Copy and paste keywords, negative keywords, match types and bid amounts from the adCenter Add-in for Excel into the Desktop application
• Bulk edit multiple items at once (bid prices, destination URLs, ad group targeting, etc.) —within or across groups of items
• Create text ads
• Scan campaigns for editorial issues before uploading to adCenter
• Receive alerts on performance changes
• Upload changes to the adCenter user interface instantly with one click
• Save full-text Search results to a ‘favorites’ tab in adCenter desktop for future use

“We developed adCenter Desktop in response to customer requests to have the ability to bulk manage their adCenter accounts quickly and easily with an offline tool. It also complements our other Paid Search offerings, including the adCenter Add-in for Excel tool we introduced last winter, by utilizing keyword research functionality to provide advertisers and agencies with maximum transparency into historical keyword performance in adCenter. And unlike other desktop management applications, adCenter Desktop includes the Creation Wizard, a tool that provides a step-by-step guide to create online advertising campaigns – from the selection of specific ad features to previewing the final ad copy.”

The adCenter Desktop is currently in beta. To be considered for participation in the adCenter Desktop pilot program, please fill out our interest form. When registering, be sure to click on “adCenter Desktop Beta” and “yes” to sharing your feedback with Microsoft.