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New SEM Industry Term Coined: Disposable Clicks
August 20, 2007
We sure did have fun with this Quote of the Month while taking The Wagon for a spin this morning. From the magazine that takes itself so seriously it demands all caps, ADWEEK, we are treated to this breathless lede:
New research by Microsoft suggests a big chunk of search ad spending is wasted because advertisers pay top dollar for high ad placements clicked by consumers who are en route to their sites anyway. Listings tied to such "branded" keywords, typically a company's name or products, eat up about half of search budgets, Atlas estimates.
Wasted, indeed. Heard while The Wagon pulled up to fill itself up with coffee:
It's like saying Applebee's doesn't need specific signage or identifiable markings on its building to show out-of-towners where it is, because people are going to go there for dinner anyway. That is exactly how stupid this is.
Isn't this also an argument against any brand advertising of any kind?
All posts by John Lustina
posted by John Lustina at August 20, 2007 02:54 PM
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