With the announcement of its $3.1 billion acquisition of DoubleClick, Google seems poised to lead the online advertising industry like never before. DoubleClick offers Google a wide technological expertise coupled with practical domination of the display advertising market.
DoubleClick is to display advertising what Google is to search, and in making this purchase Google has made an exponential leap forward in the entire online advertising market.
While estimates of the total market share aren’t definitive — by the very nature of the partnering, it is apparent that this deal is monumental in scope and potential impact. And it’s not only Google that can benefit, but rather each member in the cycle: publishers, agencies, advertisers, marketers, and internet users each have an incredible opportunity to profit from this deal.
Up until this point, online advertising has been made up of a couple multi-faceted but wholly divided playing fields: content & search vs. display & banners…the groups have existed separate but relatively equal, until now. Google plus DoubleClick equals the blurring of those independent categories into one comprehensive mix.
This acquisition, combined with Google’s forays into the traditional sectors of radio (including its just-announced deal with Clear Channel), print, and television, stands to increase ad relevancy for users. In addition, by monetizing multi-channel, multi-form advertising at a level that’s accessible to a wider business audience, Google is expanding the advertising and marketing reach of companies that may not otherwise be able to enter into the realm of display advertising. And, though some competitors may argue otherwise, this acquisition will benefit publishers with a more reliable and steadfast platform through which to receive ads.
Google is endlessly ambitious. Right from the start, they sought to revolutionize the way searchers found results. From there, they went on to revolutionize the way advertising works, reversing the trend from “push” advertising (when sellers promote their products/services obtrusively) to “pull” (when buyers seek out sellers on their own terms).
Now, they’ve taken it a step further. Just a couple of weeks ago, Google announced the open beta form of their new Website Optimizer tool. In the same vein as analytics, this tool is offered free to Adwords users with the intention of assisting in the process of overall campaign optimization.
So what does it do? In short, it eliminates the guesswork in page design by allowing users to test multiple variations of a page to see which one performs the best. When a searcher lands on your site, the website optimizer tool will track their activity. Versions of your page that perform well (resulting in sales or leads) will begin to stand out in contrast with those that don’t, allowing you to optimize your site more completely and effectively. Essentially, this tool allows for a more reasonable, systematic approach — you get to optimize your site by selecting pages that objectively outperform other versions, rather than settling on what your gut tells you is most effective.
Why is this revolutionary? In a sense, it’s not. Google is not the first to think of providing a website optimization tool. In fact, several companies have been providing multivariable testing services since as early as 2001. However, Google is the first to offer this type of service for free and on such a large scale. Their hope is that millions of Adwords users will begin fine-tuning the look, feel and content of their sites, building them around “what works best” rather than “what feels best.” Google believes that if their tool is used correctly – and on a large enough scale – then over time the overall user experience of the Internet will improve. Sounds like a win-win scenario.
Best Practices is not an idea that arose from Search Engine Optimization. It has been applied across diverse industries globally. Initially, the whole concept came about from what was termed “Total Quality Management” which is a strategy aimed at embedding awareness of quality in all organizational processes. The latter explains why Best Practices is a culture within an organization, a lifestyle and an underlining value that employees follow from the top down.
At MoreVisibility, Best Practices simply means that we are not going to do anything to jeopardize your website. Our methodology is consistent with the submission criteria and guidelines set forth by each of the major search engines, including Google, Yahoo! And MSN.
In the past months, I have spoken with several individuals who have previously entrenched themselves in partnerships with SEO companies that utilize illicit, or black hat techniques. They didn’t understand or have a grasp of what they purchased, but were thrilled to be guaranteed excellent natural placement. I have even heard some companies mention that they don’t care if they engage in a link farm as long as it works in getting better organic positions! It seems these days people will do anything to get ranked higher naturally in the major search engines. I can even remember asking a webmaster who was inquiring about our services why he had hidden text all over his site. He responded by saying that it helps their keywords rank higher naturally. Ironic that he was on the phone with me requesting help, isn’t it?
We believe there is no quick fix to a successful online marketing campaign and that solid marketing principles are the driving force to success. Which do you think is more important: Winning, or how you play the game?