No search – no strategy?

A Marketwatch report highlights advertisers’ dwindling satisfaction over Google and sounds an alarm for the giant search engine! A few questions that come to mind –

– Companies cutting back on search (read Google) must turn to other avenues to target online audiences. How successful is any online advertising medium vs search on Google?

– Some companies have attributed their poor conversion rate to click fraud. However, companies that are happy with their success on Google rarely complain of click fraud!

– Direct travel suppliers have made remarkable gains at the expense of big travel portals. It would be interesting to know the search strategies employed by direct sites on Google.

– Are rising keyword costs endemic only to Google?

– Video, contextual advertising, banners, blogs, email, podcasts, movies – are other media gaining ground but a study last year proved that paid search still trumped the others when it came to results!

The problem is that Google is still perceived as a search engine and advertising with it is still considered as buying keywords! In reality, the advertiser is paying to compete on online primetime!

Published by

Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.