Google Ads: Now in Newsprint
By now everyone knows that Google is an affordable way to easily buy ads online. You set a budget, pick your keywords, and pay only when someone clicks on your ad. But you may not know that you can now use Google to buy newspaper ads too. The new Google Print Ads service allows you to easily book ads online in your choice of more than 200 newspapers. Basically, the online giant is automating the process of buying the remnant space that most newspapers have left over when they reach deadline each day. Here’s how it works: You select the newspaper or newspapers you are interested in, select the ad size, day of the week and section, and you’ll see the rate card price for the ad. You can then submit a bid for that space. The newspaper can accept or reject your bid. If they reject it, they can tell you why and you can choose whether to bid again. The program would be particularly convenient for jewelry and watch brands who want to have a presence in newspapers in several different markets. Using Google ads allows you to maximize your budget, looking at the cost per thousand (CPM) of each newspaper, and you only have to deal with one bill. Because you can upload a different ad for each newspaper, it would also be handy for small chains and for brands who want to support important retail customers in several markets when launching a new product. Interestingly, the list of advertisers now using the service includes a lot of big online retailers. Wouldn’t it be ironic if Google and the e-commerce companies help revive growth in newspaper advertising? If all this sounds intriguing, you might want to give it a try before August 31. If you publish a newspaper ad before that deadline, you’ll receive up to $1,000 in credit toward a future Google Print Ads campaign.
Fascinating site and well worth the visit. I will be back%
Google Adwords is an affordable way to buy online ads, but for most small jewelry businesses, its profitability has yet to be seen. The old adage “Half my advertising dollars don’t work. I just don’t know which half” still holds true. Unless you are continually improving your ad relevancy and conversion rates, this can be a very expensive losing proposition. Most small business (even large ones) still don’t know how to do this effectively. With newspaper readership losing traction with younger demographics (going green is a high priority), I doubt that over the long run newspaper advertising will revive. Your profitability will be way better off in the long run if you focus on cultivating relationships with existing customers, rather than acquiring new ones through advertising.