Digimedia : News La pub online payante toujours efficace!

via Digimedia : News La pub online payante toujours efficace!.

Une étude européenne, menée conjointement par Microsoft Advertising et l’agence média Carat, dresse le bilan des facteurs qui motivent les décisions d’achat des consommateurs, et démontre le rôle important des médias online payants.

L`étude intitulée « New Shopper Journeys » montre, avec de nombreux chiffres l’appui (une première du genre !), qu`en dépit de l`importance croissante des réseaux sociaux et des recommandations peer to peer, la publicité en ligne payante reste toujours le facteur le plus influent dans la décision d’achat des consommateurs (pour les produits électroménagers). Trois quarts (73%) des 1.739 consommateurs qui ont recherché et acheté des produits électroménagers ces six derniers mois s’accordent sur le fait que les médias en ligne constituent une excellente source d’inspiration et d’information menant à l’achat.

L’étude, présentée par Marc Bresseel, Vice President de Microsoft Advertising Global Marketing, et Didier Ackermans de l’agence média Aegis Carat, souligne également l’importance de la recherche dans la phase des décisions d’achat. Plus des deux-tiers (68%) des consommateurs ayant acheté un produit (ordinateur, TV ou GSM) ont effectué des recherches intensives à l’avance. Avant d’entamer cette phase de recherche, à peine 4% des personnes se sont fixées sur une marque spécifique, tandis que 13% des sondés ont changé d’avis au moment d’acheter un produit. L’étude montre ainsi que le Web est la source d’informations la plus couramment employée tout au long de la période de recherche : trois quarts (71%) des consommateurs ont recouru aux ressources en ligne telles que la publicité affichée (display), les Adwords, les sites web de marques, sites de comparaison de prix, des blogs et/ou des sites de tests.

L’étude prouve ainsi qu’en dépit de la croissance du « earned media » dans le mix de la publicité digitale, une campagne média achetée, créative, et bien projetée reste toujours la manière la plus fiable d’informer et d’inspirer les consommateurs potentiels.

Google’s New “Pay per Call” Mobile Ads – (source: www.mobilemarketingwatch.com)

http://www.mobilemarketingwatch.com/googles-new-pay-per-call-mobile-ads-4865/

Google is waging an all out war with Apple to be the most innovative in the mobile space, particularly when it comes to advertising (because that’s where the big bucks are, and that’s where Google’s business model has always been). Yesterday Google sent AdWords advertisers a message informing them of a new mobile option — Pay per call — according to Search Engine Land.

“This is a version of ‘pay-per-phone call’ but the cost per call is the same as a click — a bargain… for the advertisers to receive a ‘warm lead,” writes Search Engine Land’s Greg Sterling. Instead of seeing an advertisement and having to memorize the number in the ad, users can now select and call a phone number from within the browser. The concept is that this is the easiest way to respond to a mobile ad.

Google’s pitch to advertisers is that “your location-speciic business phone number will display alongside your destination url in ads that appear on high-end mobile devices. Users will be able to click-to-call your business just as easily as they click to visit your website. You’ll be charged for clicks to call, same as you are for clicks to visit your website.”

The click-to-call campaign is one of many innovative ideas that Google will be likely coming out with as Android gains mass adoption. This is all good news for mobile advertisers and marketers — with Google in the game, advertising and marketing becomes a bigger part of the “mobile success” picture. No longer are hardware, phone contracts, and apps sales enough. This will push Apple to stretch their own mobile advertising curiosity to compete, already seen in their just confirmed $2.5M acquisition of Quattro Wireless.

Google Talks Future of Search Advertising | WebProNews

 

 

Google Talks Future of Search Advertising | WebProNews

 

Google AdWords Business Product Management Director Nicholas Fox gave a keynote speech at Search Engine Strategies. He talked about where the search industry is going, and where it’s been.
On the history of AdWords, he says Google quickly realized that banner ads didn’t make sense with search, sow they tried the text ad, and it has worked pretty well. Google is now running over a billion text ad auctions a day.

Fox says there are about 100 billion pages on the web, 500 billion images on the web, and 20 hours of video uploaded every minute. After mentioning the bid simulator, which we covered recently, he said that search advertising is really still about three things:
1. Keywords
2. Text Ads
3. Cost per click

The next search revolution is beginning though according to Fox. He notes that innovation is coming from all kinds of places, and to users it means better quality and relevant ads. For advertisers, it means better results, he says.
According to Fox, it’s going beyond keywords, and Google is looking at all kinds of ways to make search better. The company is looking at matching information about your product or service and automatically building ads based on crawling your website.