Google Personalised Adverts – Help Or Nuisance? Will Search Engine Optimisation Still Be A Worthwhile Marketing Tool? | Noteworthy Online Marketing Tips From Byron

Jul022010

Google Personalised Adverts – Help Or Nuisance? Will Search Engine Optimisation Still Be A Worthwhile Marketing Tool?

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Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus

It is reported that Google has implemented a service for advertisers that personalises online adverts. Apparently the system allows organizations to modify advertisements according to the user’s browsing history. It is believed that many large partner organizations have already started to use the service.

How often does the typical person use a search facility? If you are a search engine optimisation professional, possibly every day! But to normal people, once a week is probably a lot. The user may perform search within a site such as Wikipedia or a newspaper, but a proper web search? Rarely. Thus, this targeted advertising is not going to be very visible if it is confined to the search engine results pages. Plus someone who is performing a real search is going to be more interested in the organic search engine positioning of what he is really looking for than just another advert. Then again, Google is extending away from just the search engine into other services where these adverts can be shown.

And how is this mechanism going to use the browsing history? How much history will it need? Most people default to keeping only a week. Some people explicitly erase the history on a regular basis. When someone’s interests are a combination such as musical theatre and ice hockey (not as unusual as it seems), what sort of advert will that create?

On first impression, this remarketing system is no different to retailers such as Amazon attempting to suggest new products based on the company’s browsing history. Then again, many Amazon customers spend many hours trying to adjust the recommendations that can be totally spurious.

This new advertising scheme is another tool in the armoury of online advertising that is unrealistic for many organizations. For smaller organizations, applying search optimization processes to the company’s domain is still going to be worthwhile. search engine optimisation has a long term effect that does not depend on more obvious marketing methods have become cynical about advertising. To them, a well optimised domain is going to be more important than another banner or sidebar advert that is there to be dismissed. When a prospective buyer is using a search engine for its designated reason, the organic search engine positioning of your company’s domain is more significant than anything else. It doesn’t matter what the client’s hobbies are, he wants the services that your enterprise has to offer, and search optimization can help that.

There may be the odd advert that has an effect beyond its purpose. Those tend to be costly television productions way beyond the scope of most organizations. Online advertising is never going to have that social impact, but then again it can be much cheaper. search optimization strategies can help your company’s domain reach a wide spread of potential customers who are really interested in what you have to offer anywhere at any time of day.

Personalised advertising could work for major organizations. For them, it will have enough prominence to be worthwhile. For the smaller enterprise, search engine optimisation processes applied to your domain to elevate its organic search engine positioning can still have wide-ranging benefits.