Recently Google and Yahoo! moved to offer search advertisers sophisticated analytics tools that, the engines hope, will encourage advertisers to pour more budget into their paid-placement campaigns.
The tools may prove useful to small and midsize marketers that haven’t been big customers of third-party Web analytics solutions. But in Google’s case, there’s some wariness that marketers using its hosted metrics may wind up giving the Mogul of Mountain View too detailed a look at the search-ad portion of their businesses.
IN RECENT MONTHS, BOTH Google and Yahoo! moved to offer search advertisers sophisticated analytics tools that, the engines hope, will encourage advertisers to pour more budget into their paid-placement campaigns.
The tools may prove particularly useful to small and midsize marketers that traditionally haven’t been big customers of third-party Web analytics solutions. But at least in Google’s case, there’s some wariness that marketers using its hosted metrics may wind up giving the Mogul of Mountain View too detailed a look at the search-ad portion of their businesses.
In mid-December, Yahoo! partnered with a market measurement firm that will let buyers see just how those Internet ads stack up in terms of return on investment. Yahoo!’s sales team will offer ad buyers a dedicated measurement platform from Marketing Management Analytics by monthly subscription for a price undisclosed at press time. Yahoo!’s version of the service will integrate MMA’s ad measurement model with its own data about ad impressions in display ads on the portal and clickthroughs to its search ads.
The service will roll up advertisers’ total offline spending to produce a focused ROI comparison of offline promotions to online marketing on Yahoo! Search Marketing. This should give the advertisers a better angle on the most productive allocations for their marketing budgets, as well as help them define the optimum mix of offline and online marketing campaigns.
If they want, Yahoo! ad buyers also will be able to load data from other online sites, search engines and e-mail marketing campaigns into the hosted MMA service to get a broader view of all their Internet marketing programs.
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