Google recently announced that in February they will be cutting corners and chopping off their Google Print Ads product. While this may not affect some advertisers and companies, it shines light on the fact that traditional advertisement may be heading to an early, although perhaps foreseen demise.
The search engine king better known as Google gives us an ominous sign that traditional print ads aren’t as effective as other new forms of advertising by shutting down their ambitious print product.
The idea of their product was to create better “calls to action” on newspaper ads by making customer response tags that point to various mediums of communication such as their website, a text messaging system or a toll-free number. These communication mediums were wired with Google Analytics in order to better track the effectiveness of these ads.
After a little over a year in business and a sluggish economy began to muzzle its way in, they decided to take the reins off of print ads because of the lack of impact it has created (Read more here). Google’s attempt at trying to apply what works for online search advertising to traditional, decades old advertising was a valiant attempt, but it shows a glimpse of what the ever-changing advertising landscape will look like.
Search engine marketing has the ability to be reviewed, scaled and modified in order to create the highest return on investment by using tools such as Google Analytics. Periodically your search engine marketing specialist can go into this tool and eliminate the poorly-performing ads and test new ones, thus maximizing ad revenue. With traditional newspaper ads, tracking ad dollars is nearly impossible. Ever ask anyone if they’ve used Google search? We’ll bet our left shoe they’ll say yes. Ever ask anyone if they open up a newspaper to only look at advertisements? We won’t bet our shoes on this one, but chances are more people have used Google. The point is not that we need new shoes, but rather a Google ad can far outreach a newspaper ad in terms of impressions on qualified traffic. And this rings true for all of the other search engines as well.
Because of said advantages of search engine marketing and our choking economy, there is currently a gradual shift into more trackable ad spending. The age of the one-stop-print advertisements is sadly dwindling away into the past, and we must embrace what’s new and working. Calling to mind that our economy is currently turning blue in the face, companies are trying to streamline their operations to get the most out of their money, which is exactly what Google did. We wish traditional advertisements good luck, and make way. – AL