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Friday, April 13, 2007

Google's Advertising Hubris Reaches Apogee

The big Google advertising news of the day, of course, is the announced acquisition of DoubleClick. In The next step in Google advertising, Susan Wojcicki writes:
To that end, we are truly excited to announce our acquisition of DoubleClick. DoubleClick provides a suite of products that enables agencies, advertisers, and publishers to work efficiently, that will enable Google to extend our ad network and develop deeper relationships with our partners.
That "deeper relationships with our partners" statement contradicts this Inside AdWords blog post, also from today:
Recently, we've featured a series of posts on AdWords optimization tips for advertisers looking to tune-up their campaign on their own. For those of you who might prefer to receive customized help from one of our AdWords Optimization Specialists, we'd like to tell you about how you can request a free campaign optimization for your account.
I think Google having internal "AdWords Optimization Specialists" creates a serious conflict of interest. More on that at the end of this post...

Qualified Google Advertising ProfessionalAs a Qualified Google Advertising Professional, I'd consider myself a "partner" of sorts with Google. This move doesn't strike me as helping to "develop deeper relationships with our partners." On the contrary, is Google undercutting search marketing professionals by offering AdWords optimization services for free? For the search engine marketing industry, *this* is the big news of the day, IMHO. It will likely be ignored, however, by all the chatter about the GOOG acquisition of DCLK and its ramifications for MSFT and YHOO.

Google benefits when advertisers purchase as many clicks at as high a price as possible. That's certainly not in the interest of the advertisers. Will these "AdWords Optimization Specialists" tell advertisers about the AdWords flaw that could cost small business millions? BTW, here's a solution. Will they explain how to block parked domains on the search network? Will they realize that it's in an advertiser's best interest to separate contextual ads from search engine ads? For new advertisers, will they tell them that the AdWords starter edition is not a good option?

Apogee Tags (made w/ TagBuildr but not the *NEW* TagMuse tool): , , , , , , , ,


Anonymous TTDave said...

Based on my experience working with Google (or trying to) and working with you, it's abundantly clear to me that one shouldn't trust a Google employee to give a straight answer about MY interests. Their opacity and self-serving remarks make it *necessary* that we have a robust community of independent specialists.

Tue May 01, 03:04:00 PM EDT  
Blogger Richard said...

Thanks, TTDave. It's an honor to have you visit my humble blog. I hope you are doing well.

There's no way that someone working internally at Google can adequately understand the advertiser's perspective. Since Google created the Qualified Google Advertising Professional program, you'd think they'd cultivate it. They should either do so or simply cancel it.

Wed May 02, 08:32:00 AM EDT  

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