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6 - BAM!: Branding, Advertising, and Marketing for Sponsored Search

Published online by Cambridge University Press:  05 August 2011

Jim Jansen
Jim Jansen
Affiliation:
Pennsylvania State University
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Summary

We knew it would be impactful when we saw that we could achieve profitability. When we could see that our ads and some of our syndication deals could actually cause a shift in business models.

Marissa Mayer, First Vice President of Search Product and User Experience at Google, speaking about advertising and search

Our frame shop is not in business to advertise. It is interested in selling products and services to generate revenue. But it must advertise to stay in business. So, it is first a business and then an advertiser. This is an important shift in perspective, one that has continually haunted advertising agencies. A good ad, for example, may be different from the viewpoint of the creator (i.e., is this ad creative, funny, catchy, or different?) than the businessperson (i.e., does this ad sell products?).

Type
Chapter
Information
Understanding Sponsored Search
Core Elements of Keyword Advertising
 , pp. 110 - 147
Publisher: Cambridge University Press
Print publication year: 2011

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