Can Google Go Glossy?
Interesting insight into Google’s experiments with running prints ads, by divvying them up to adwords customers. And poor results:
“The whole power of the Web is to bring targeted visitors to your site,” says Jennifer Blackhurst, co-founder of TrimYourDebt. “The print ad hasn’t done this, so it didn’t justify the cost.”
Print ads may be viewed as the last bastion of non-interactivity, and the metrics are decidedly murky…maybe this experiment reveals how inneffective print ads really are?
Last year, my girlfriend, a recruiter, put a £750 quid ad in a specialist magazine and got less than 10 responses. So, I built a simple blog-powered job listings site instead and put the £750 ad budget on adwords. 50 cv’s a day.
I’d leave print ads for luscious, brand-building ‘awareness’ jobs and move call-to-action ads online.