Is 'Buy One Get One Free' A Good Move For Google?
October 17, 2007 at 5:41 AM (PT)
GOOGLE recently launched a promotion for its Audio Ads product that will give advertisers a $2,000 credit toward future radio spots if they spend at least $1,000 on a single campaign, reports MEDIAPOST. While GOOGLE is claiming success for some of its advertisers, analysts suggest the promotion is a sign that attempts to push into the offline space are faltering.
GOOGLE's AdWords-based program is aimed at simplifying the process of creating, managing and buying ads for AM and FM stations. The program moved out of limited-beta phase near the end of MAY, and such advertisers as CEQUAL and COASTALCONTACTS have gone on the record about their successes.
"This is but the latest piece of evidence that, while GOOGLE may be golden in online advertising, its forays into off-line advertising have yet to catch on," blogged ERICK SCHONFELD on TECHCRUNCH, adding: "GOOGLE must be having a real hard time selling those radio ads to have to resort to such a blatant attempt to buy market share."
As for advertisers who have already tried the Audio Ads service, reactions range from stellar to abysmal. In a testimonial published on the GOOGLE Audio Ads info pages, NEEDHAM-based virtual phone firm GOTVMAIL touted increases in "new customer revenue by more than 7% and site traffic by more than 5%."
Meanwhile, a marketer at the DIGITAL POINT search engine forums gives a lengthy, detailed account of three Audio Ads campaigns that ran in 12 differently sized markets for $100-$500 per week. The site owner concludes that radio ads were better suited for branding and weren't easily trackable -- but also expressed a cautious optimism, saying: "At this point, I can't say it's a bust or a success and I will continue testing, probably around $500 a week for the rest of the year to really determine if it works. Radio is about the only affordable way to brand and target offline."