The headline today on SAI read, “Holy Crap, Search Advertising Actually Shrank in Q4. The article then goes on to talk about why everyone is so surprised.
The proposition is that Search is an advertisers wettest, dirtiest, fantasy due to being able to track ROI so effectively and immediately. Given that, in tough times, all the digital cattle assumed that advertisers would shift dollars into the more certain waters of Search Advertising.
I’m not arguing that instant, trackable, accurate information on the effectiveness of advertising isn’t the greatest thing that ever happened to it… it certainly is awesome.
The assumption though, is that when those instant, trackable results come back on the search campaigns .. that they’ll be positive.
Did not one of you assholes ever think it might just not work? Perhaps that’s why advertisers cut search marketing when times got tough, because that was the only type of advertising that they were absolutely certain they were losing money on.
Wake … no, grow the fuck up.
I’m going to make that closing line my sig.