DM me at @jhipkin with a phone number and I will tell you what I can.

Really good point about display driving search. I wrote a post here about online media (mostly search) fulfilling demand, but traditional media creating it.

You’re spot on.

Thanks for the comment,
j

I’m in agreement with James on the shift back to display but I think I’m more optimistic on the future of PPC.

I think advertisers have really started to invest in better tools for analytics (and will continue to do so). These tools have revealed reams of data in favour of branding online and the “latency effect” (view thrus). Lengthening campaign analysis by even just one month after the media activity has stopped, shows delayed effects from display and significantly drives down the overall CPA.

Display media has been getting a bad rap since day one when in reality, just like every other medium, generating brand awareness is stage one to entering consumers into the purchase cycle and I wish advertisers would take a deep breath and balance their spending accordingly.

A display revival would be good news for search as in some cases, display media actually drives keyword searches (lifting inventory levels).

Thanks again for the great post!

Now here comes the controversial part of this comment. I believe that keyword inflation combined with improved targeting will fuel the shift of ad dollars to display. We, for example, are testing new targeting technology that is bringing our CPL from banners into line with Search. And display bring other benefits to the advertiser: a display campaign impacts awareness, brand equity and, if Search is also part of the mix, it can improve the efficiency of Search.

Very good analysis. The bidding is certainly higher today from what I can tell. You can still drive great ROI – and like you said so much of the conversion is going to depend on the landing page and other variables. PPC can get you traffic, but once it comes the onus is on you to increase your chances of conversion.

With limited budgets and uncertain times Feb 1st is indeed going to a day of reckoning! We’ll see.

Wow. Perhaps the meatiest comment I’ve ever received here at C&C. Many thanks. I completely agree about the death of the long tail. Basically, anything that works online gets beaten to death by the second and third waves of adoption, and then we have to go find something else that works. It’s a vicious cycle.

Interesting angle on moving PPC into formerly CPM areas. I agree there’s potential, but the problem I have with it is values impressions at zero. Impressions matter, and if create a revenue model that doesn’t require payment for them, digital marketing will always be led by direct response thinking. If we’re really going to expand this business, it needs to be at the expense of TV, not at the expense of direct mail. That’s why I’m encouraged by the research and findings coming out with regard to engagement and brand lift with rich media and online video. Given that many people will NEVER click, I’m not sure it’s a payment model that’s sustainable at scale, even given it’s spectacular efficiencies.

Thanks again for the comment.

Cheers,
j

Thanks much for the comment. I should have hat tipped you as well, because everyone knows YOU are the real brains at Doe Anderson!

Cheers,
j