Advertising Credibility
Friday, November 18, 2005
How many Google AdWords do you need? What ad placement can get you the most results? Or should you scrap your advertising efforts entirely?
Advertising is continually growing, especially in the online space. And for good reason. Advertising can be very effective when done well. And in advertising, you get the exact amount of exposure that you pay for and you know where and when it will run. But this is not the only approach and, in fact, may not be the most credible source for consumers.
Ads can say whatever you want them to. But the audience isn't necessarily going to believe it. Consumers have become very skeptical of advertising and while it can be very effective, it can also have more than a few pitfalls. PR, on the other hand, creates messages that come from an outside source. It is considerably less promotional and the results are always a bit uncertain, precisely because of this. However, articles are trusted more and they cost a whole lot less for the same exposure. This is also true for SEO, where the top 10 search results are so vital and the paid keywords so often passed over.
This isn't to condemn advertising. However, I contend that the best and most complete marketing campaign takes the limits of advertising credibility into consideration and augments these ads with solid PR and SEO efforts that can add validity to the messaging. Your campaign will be the better for it.Labels: Adwords, Google, pr, seo
posted by Jessica Ek
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