On 2007-09-03, at 22:35 , Graham Lauder wrote:
snip
I don't know much about them, only heard we had them. :-)
They didn't work. We had 50K worth of Google ads and ran them for a
while, until the money was used up. The result: negligible increase
in downloads. The problem: lots of others can post there, too. There
is a reason Google is rich.
Thanks for that Louis.
This sort of thing should be noted somewhere so that we retain some
sort of
"institutional memory". A marketing Diary as it were.
Let's start a wiki :-)
Where were the ads targeted to? ie what was the landing page.
Obviously
there were some click throughs otherwise we wouldn't have run out
of the
money.
I think at the time we were using download.../index.html.
What were the keywords we bid on?
I can't recall fully but can supply the spreadsheet I created. It was
a pain to do; might as well share it :-)
Was a special Webpage set up to take the hits?
At one point we were thinking of that but download index.html seemed
best.
Was downloads the only metric used to measure the effectiveness?
From my end, yes. Google also has the metrics that Ian mentioned and
those reflected some activity, I believe. But the problem is the one
I adumbrated above: one voice with relatively little cash cannot
compete in Google land with many voices with more cash. You need Big
Bucks. If we had hundreds of thousands...
Was there any way to measure brand recognition?
Not directly.
With any online ad system (or just about any) we would be able to
track their effectiveness. Google is not unique in offering this
service, I believe.
But your point is valid...
So: we need to spend our money more wisely. Florian has already made
some suggestions. Let's act on them and come up with concrete
proposals for online ads by 5 Sept.
A global campaign is a costly undertaking. Is it therefore wise to
target so
broadly or should we be aiming more precisely?
Florian has suggested some specific targets. Let's narrow it even
further. My preference is education but others have reasonably
suggested business. In that case, let's specify SOHO and SMB and thus
have three sets of ads (content) and destinations (where they'll
run). I'll meanwhile also ask my Sun colleagues to come up with
prices of the standard ones, as well as some education ones.
By no means does targeting sites exclude grassroots campaigns!
Back in February I suggested using a low cost viral type strategy.
http://marketing.openoffice.org/servlets/ReadMsg?
listName=dev&msgNo=24908
I see.
If we co-ordinated a Global strategy with a grassroots type
campaign such as
this, it's effectiveness would be increased severalfold.
I may work. But what we do have to do--soon :-)--is come up with
plausible specifics: online sites an some good ideas.
There are two parts:
* let's specify the sites. Actual location is not so crucial, as
long as we get our money's worth :-)
* the content.
I think we are moving well and in the right direction. If someone
wants to take the lead on determining the sites to peg and come up
with a list, that'd be fantastic :-)
And if someone wants to take the lead on content, please go ahead.
Coordinate with the art project, and get creative :-)
Feel free to use the wikis and Issue Tracker--whatever works.
And let's aim for a preliminary date of 5 Sept.
Cheers
GL
Ciao
louis
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