Are You Ready for the Google Radio Wave Invasion? - Two Important Questions
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As all good SEM and SEO professionals know, the key to effective advertising and promotion is being able to analyze and manage the amount of money being spent, and the exposure that money is creating. And this is why most of us stick to online advertising mediums, as opposed to print, television, or even radio ad formats.
So the question at hand is two-fold. How long will it take for this new ad format to become mainstream, and how can I take advantage of it when it finally gets here?
I can only provide a very vague answer to the first part of this question, because nobody, including Google, really knows when dMarc will be ready for the "real world." Google Corporate Communications official Michael Mayzel has been quoted as saying that a beta version of the product will be released by year's end, but no official word has been released. And even if this goal for a beta is realized, it could be months, if not years, before a full-fledged version is unleashed on the ad-buying public.
So there's no need to for haste. We all have plenty of time to plan and prepare for the eventual release of this AdWords-for-radio product.
But when it finally does come out, what exactly should a responsible SEO/SEM administrator do with it? I'll tell what I would do with it:
If I were using it to promote my football news portal, www.realfootball365.com, I would start by picking out a few test samples. Perhaps I would focus on a handful of our most popular and well-represented teams. Once the creative has been, well, created, it would be a matter of running the ads and measuring the ROI. Obviously, I have no idea of what types of metrics tools will be offered, if any, but based on the fact that dMarc will be modeled after the current AdWords format, I can assume that some sort of reporting data will be available.
So really, it's just a matter of making little tweaks and adjustments, and getting a feel for what I can and can't do with the interface. Again, the key would be to start small, with just a sampling of my offerings, until I can work out all the kinks and figure out if my expenditure is worthwhile. As with all novel advertising mediums, it does not pay to go full-throttle from the getgo.
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