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You can also use Google to place your ads in newspapers. You can design and lay out your ad with Google s tools, or you can upload a PDF in black-and-white or color. You can reach 40 million people via 790 U.S. newspapers, such as the New York Times, the Los Angeles Times, and hundreds of additional college newspapers, free dailies, Spanish-language papers, and alternative weeklies. You can select the day of the week (such
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as Mondays or weekends) or the section of the paper (such as sports or home and garden). Ads in the Sunday papers reach 52% of U.S. adults. 44% of newspaper readers follow up on products they see in the newspaper. Of those 44%, 67% use a search engine; 48% visit a store, and 23% call a store (Clark, Martire & Bartolomeo Inc. survey, 2007). In contrast to the other tools, Google Print Ads doesn t use auctions. You propose the price you re willing to pay and the newspapers accept or reject the offer. In general, the larger the ad, the more attention it will get. Quarter-page ads are better than small ads. You should also consider longer campaigns. A six-month campaign will get better rates than a short 2-month campaign. A campaign should run at least two weeks with three ads per week. Newspapers don t have the space limitation of radio/TV; if there are more ads, they print more pages. Newspaper ads are similar to web landing pages: you should use a strong headline, a good image, and a strong call-to-action. It s a good idea to offer coupons or discount codes. Include telephone numbers, URL, e-mail address, SMS code, store locations, and store hours. This will also become a large service at Google. Through a single tool, you can place an ad in hundreds of newspapers. Google will eventually expand this to other countries and offer a one-stop service for global newspaper advertising. The Yellow Pages business telephone directory in the U.S. is collapsing. Companies have paid for Yellow Pages advertising for decades, but there was no way to track the results. People under 35 simply don t use the Yellow Pages anymore. We met with a company that spent $600,000 per year on Yellow Pages. They cut that to $300,000 and moved the remainder to online advertising. Google s ad platform, based on the QS system and their analytics, allows you to manage your advertising to business goals. Analytics lets you compare all your campaigns by CPA, profits, and return on investment (ROI). You know what works and what doesn t. Advertisers are beginning to demand accountability from their ad agencies. Because you have other options, the expensive media will have to lower their prices to compete, just as newspapers have to adapt to CraigsList.com.
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The Other Leading Brands: Yahoo! and Microsoft
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Although Google s PPC gets most of the attention, there are two other major PPC services. Yahoo! and Microsoft have PPC ad services that let you place your ads into their search engines. Yahoo! APEX (Advertising Public Exchange) is a platform for integrated marketing across all of Yahoo! s services and properties.
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All three use the same basic principles for bidding and ranking. When you know one, you can easily pick up the other two. People often assume Yahoo! is for consumers, and Google is somehow more technical. This isn t true. Yahoo! s finance and business services are the standard in the business community. But as you ve learned by now, massive unfocused traffic doesn t matter. It doesn t matter which search engine has 500 million users. You want to be findable by your target audience. What s the practical difference Because Yahoo! and Microsoft have fewer advertisers, in general the clicks are cheaper and conversion rates are better. They also have stricter editorial policies on keywords, which reduces competition. If Microsoft adCenter rejects a keyword but you think it fits in the campaign, send them an e-mail and they ll usually approve it. We recommend you try all three. Set up campaigns at the following sites, see which one produces the best results, and then allocate your budgets accordingly:
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