what they’re buying. Yes, you buy clicks. Yes,
it’s beautifully accountable.
Yes, you only pay for what you’re getting and yes, you can pay exactly what you want on a per-click basis.
So they made it very, very easy for people to participate in these auction- models but don’t for one second think that search is cheap. Paid search particularly, because it’s not.
NJ: Is search a good way to raise the profile of a brand? NS: If anybody tries to sell you the idea that search is a branding vehicle just go back to this and say ‘Well I’d rather spend my money on TV – I’d rather spend money on ITV than on Google if I want to build a brand’. ITV’s cheaper, once you get the production out of the way,
from a media
point of view, cost per thousand, it’s cheaper. So just be wary that using the “brand kind” of keyword is a bit of a misnomer.
Use search because it’s search and because search is good at doing what search does. Don’t think for a second that search can do what ITV does.
NJ: When should an advertiser use natural and when should they use paid search? NS: I think it’s a very difficult thing to pitch it at the right level because I don’t think there is a real answer. Depending on your level of experience and the jobs that you’re doing in your respective companies, there will be nuances or variations in terms of which of you should be doing and whether you should be doing both.
A well-formulated, mature natural search program will yield cheaper, better results than a paid search but you should be using them both. And I think for my money, most advertisers aren’t making enough use of natural search – they’re probably spending money a little bit indiscriminately on paid search and they’re not looking for alternatives.
HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE 7
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