Stephane Hamel
Digital marketing & analytics shaped by data governance, privacy and ethics | Educator · Speaker · Consultant
Follow me
October 6, 2020
A few days ago I got caught up in an argument about marketing and the difference between #displayadvertising and #searchmarketing.
The author described a Display campaign in the automotive industry, with a banner shown at the top of an article about 5G of a media site. He points out the CPM was $0.77 CPM.
He wanted to compare with a Google Search campaign but realized that by default, Google does not display the CPM of a search campaign, and he had to juggle to finally get this metric. Pursuing his argument, he realized the CPM equivalent is rarely below $20, more often around $40.
Knowing that Google Search campaigns are charged by CPC or CPA, is this consultant comparing apples with oranges? He adds that agencies often justify the cost of generic search campaigns by the fact there is a brand awareness component to them.
His conclusion is "I much prefer the visibility offered by a well done Display campaign, especially if the CPM is 20x lower than the Research campaign."
Just like others who had a contrary opinion to his, I got blocked... The good thing is I now have a great case study for my students enrolled in #DigitalMarketing Masters and MBAs. Let's hope they have a better understanding of the subject!
What do you think about that? On your mark, set, go!
0 Likes
October 6, 2020
Discussion about this post
Ioannis G.
4 years ago
Global Head of Data & Analytics at Individual Giving, UNICEF HQ
He is comparing push with pull marketing tactics. By default I don’t see the point of this comparison tbh. They serve different purposes and hence have different metrics to measure their success. Oh well
Nick Guebhard
4 years ago
Digital Analytics Director
Search engines... as in the tool...are intended for people to find relevant results to what they are searching for. Meeting the needs of that audience usually involves a click through to the search results. Therefore CPC is the appropriate bid metric here. BTW many early day search engines made the mistake of trying to sell banner advertising and this proved to be completely ineffective for advertisers. One of the reasons Google developed a near monopoly, besides having the best search engine, was they understood how best to monetise search engines: Having relevant ads that took users to content relevant to their searches. In a way, you could argue that the CPM on search engines is so much higher because it's more valuable real estate given the stage the buyer is at and competition for ad placement.
Davide Ballestra
4 years ago
Life Science - Consumer Goods - Marketing, Omnichannel & AI | Clinical Trials @ Accenture Song | ex-Havas | ex-B-young
I mean, there is any need to even discuss? Of course everything depends on the objective and someone may argue that brand awareness could be one. But brand awareness is so much more than simply an impression of a single (most of the time not even representative of the brand) banner.