Google To PPC Branding: Drop Dead

By September 25, 2006

THE DEBATE ON THE BRANDING value of pay-per-click search ads may be over before it was ever properly resolved. Google has spoken, at least indirectly, in a couple of news items from the Googleplex.

“When you bid on a CPC (cost-per-click) basis, our technology tries to maximize the number of click-throughs you’ll receive. If your ad fully conveys your message without requiring the user to click through to your site, this could lower your overall quality score and in turn signal our system to not serve your ad. With CPM (cost-per-thousand impressions) bidding, you assign a value to a user seeing your ad–our system then optimizes delivery in order to show the ad to more people. CPM bidding helps you maximize your exposure across sites in the Google content network.”

Google’s drawing the lines clearly here. Pay for video ads on a cost-per-click basis, and you’ll potentially lose opportunities to display those ads. Pay on a cost-per-thousand impressions basis, and your ads will run everywhere, amounting to more branding. Get the whole scoop>>

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