I say this when comparing results to other media such as TV, Radio, and Magazines. The goal in traditional media is oftento match interests with demographics. For example the Masters Golf tournament is sponsored solely by Cadillac, IBM and Travelers insurance. None of those is "relevent" to golf or golf tournaments. Similarly look at the ads on NASCAR cars. Many ads for auto companies, oil, stp all sort of relevent, but also many ads for beverages and even restaruants. Again not "relevent". Certain specialty magazines like Stereophile have 90% of the ads related to stero gear, but there are always at least some ads for high end automobiles or other things that might appeal to the stereophile crowd.
During regular NFL football broadcasts I would turn the channel at every commericial if the only thing advertised were football tickets, football jerseys, footballs or other football related items. During the big super bowl event each year consumers actively wait to view "irrelevent" commericials.
I am wondering if there is a place for "related" ads as opposed to relevent ads in either the search or content networks. Maybe there is even a place for unrelated irrelevent ads.
I make my living managing search engine marketing accounts and have a google adwords professional certification, so on some level I think I get the concept of search engine marketing. I am also aware of how site targeting provides some version of this concept, but that is fairly undeveloped.
What would people think of search results if Google, Yahoo or Live only returned 5 or 6 "relevent" ads and also returned 1 too 3 "related" ads, in the sponsored results?
Does anyone think they could make some money promoting products in the "related" results category or are we better off sticking with 3 extra "relevent" results in the sponsored listing?
Just curious as too what people think.
Random Example:
Lets say I invented a new baby product
these keyword groupings would target new mothers - baby diapers, baby formula, baby toys
With content, I have tested demographic targeting and unfortunately there are several problems: 1) Google doesn't do a good job of understanding keyword groupings and showing ads on what you and I would consider "relevant" pages; 2) if you use text ads, Google still takes your text ad into consideration when it looks at where to distrubute your ads (using the words "new product" in your ad might show your ads on invention and patent sites instead of baby product sites)
When I watch TV, I am there to see the program I am tuned into. advertisers try to understand what a person watching that program may want to buy and they run an ad for that product.
When I do a search for "team logo football" I am obviously not looking for Viagra. I don't want to see related search results, I can search for what I need. if you think you have a related product that I might be interested in then advertise that product on your site along with what I was looking for. but first and foremost, have what I was looking for in the first place.
Google will never allow demographic targeting through its search engine because its spent tens of thousands of hours and probably billions of dollars perfecting the whole quality score and relevancy system. Besides, too much research shows that if the ad for a search isn't relevant it doesn't get clicked on anyway.
Google's content advertising on the other hand can be put in the same category of demographic targeting used for magazine advertising, cable television commercials, etc. Google just hasn't figured that out yet.
AWA
However, I'm sure there is a large group of queries where it is very difficult to serve up highly relevant ads. In these cases it might be better to serve up demographically-targeted ads.
Google's content advertising on the other hand can be put in the same category of demographic targeting used for magazine advertising, cable television commercials, etc.
Yes and no.
Contextual advertising has as much in common with targeted direct mail as it does with traditional magazine or TV advertising, especially when it appears on niche sites. The reader who's reading a review of Mudco M&S-rated tires at tyler-taylors-tire-reviews.com has a demonstrated interest in M&S tires, and that's at least as important as the fact that he's male, between 39 and 54, earns $75,000+ per year, etc.
AdSense site-targeted CPM ads, on the other hand, are much like traditional magazine and TV advertising, and especially advertising in trade or enthusiast publications. In addition to using contextual ads on pages like the tire review above, Mudco might want to buy site-targeted CPM ads on general car sites, Jeep owners' sites, etc. to reach people who aren't actively researching M&S tire purchases but are good candidates for such tires.
Having been in the click business for a while, I would not want to do the type of advertising you are suggesting as it would not have the CTR to get a decent CPC. But google wants to make money too so they do not have a huge interest in putting up ads that do not get clicked.
This begs the question are the beer, car and breath mint ads that run during a football getting "clicked" enough to create a positive ROI? Maybe Google has a system that is proving itself to be better?
Not better, just different.
The beer and car ads are intended to build awareness, so you'll buy Bud when you're at the booze barn or head for your Ford dealership when you want a new truck.
Google CPC ads, in contrast, are direct-response advertising--like ads in the Yellow Pages with big bold phone numbers, or "Buy the complete set now and get a free whizbang! TV commercials with a flashing 800 number on the screen.
Each type of advertising has its place; one isn't inherently better or worse than the other.
Random Example:
Lets say I invented a new baby product
these keyword groupings would target new mothers - baby diapers, baby formula, baby toys
From various (limited) statements/interviews made by Google staff, it seems that they don't like the idea of letting people freely target tangential markets any more. They seem to almost equate it to interruption marketing in the worst sense. If that's the case, then it's really sad.
