Download Google`s footprint grows 3

� Google's footprint grows
=
:.=
�
3:
G
oogle is extending its advertising
began to plateau, until
reach into a new medium with
Constant Contact
the announcement in January of
= its agreement to acquire dMarc
Broadcasting Inc. The deal, expected
decided to add an
offline campaign
including radio and
to close this quarter, means an initial
print ads in multiple
$102 million in cash for the radio ad
markets. Suddenly,
platform provider with performance­
the search engine ad
based payouts to come. But what does
campaign began to grow again, with
Google's move into radio advertising
iProspect's automated bidding agent
Google advertisers now have access
mean for retailer search marketers?
reporting that higher, more expensive
to analytics, including the ability to
One view is that it will dem­
analytics firm Urchin means more
positions in sponsored search results
measure the effects of search and
onstrate to those marketers how
were beginning to reap conversion
likely, the ability to integrate metrics
offline advertising can power up
rates that justified the higher bid price.
from radio ads into their analysis.
online search campaigns. "They ' ll
"The offline advertising effect
"It's a certainty that Google
discover that when you add radio,
was hard to miss. Clearly, it was
doesn't have plans to simply be
you increase the effectiveness and
driving people to search engines,"
another broker of radio time," says
the value of your search engine
says Marckini.
Markcini .•
marketing," says Frederick Marckini,
Google promises the incorpora­
Correction
CEO of search engine marketing
tion of radio buys into its ad platform
company iProspect.com.
will bring a new level of account­
In the January issue of Internet Retailer,
ability to radio advertising, though
the story, "Two e-catalogs, two strategies,
one iProspect client, a b2b provider of
it hasn't yet shared exactly how.
two futures," stated erroneously that
e-mail services, as proof of concept.
Marckini speculates the measure­
Scene? provides e-catalog solutions to
After considerable growth, the search
ment of radio ad success may be tied
Williams-Sonoma Inc. Willia m-Sonoma
campaigns managed by iProspect
to pay per call technology at Google,
is not a customer of Scene7's e-catalog
for the company, Constant Contact,
noting that Google's acquisition of
solution, and uses a different vendor.
Marckini offers the experience of
Internet Retailer. Februa ry 2006
www.internetretailer.com