Mon 26 Jun 2006
Nearly every day I talk to businesses that use some form of text-based online advertising. Google AdWords are the most common — usually the first stop in a litany of choices… followed by Yahoo, Microsoft's new AdCenter, and Miva.
As early as last October, while many were shouting that Google's AdWords are the biggest and brightest star in the online galaxy, I had heard rumblings from a discontented few that felt Google's sun was setting.
Then, since January, we've seen Google moving away from their core competency into web-office applications. Recently, they seem to be returning to the ad business that has brought them untold wealth. I've blogged a fair amount about Google because of their premiere position in the online marketing world. I was wondering if that would falter soon because they'd lost focus, but I think they are regaining position.
Google has recently introduced a new aspect of AdWords called “dayparting” which means that advertisers no longer have to have their ads posted for the entire day. AdWords already allow marketers to target country, language, and city, but now dayparting lets them target by time of day.
Months after I was seeing people moving away from AdWords because bid prices were getting out of control, now I think Google may have climbed back on top of the pile for a moment longer, helping marketers target even more accurately.