Tagged with 'adwords'

I was reading SEObook’s blog regarding marketing lessons from Google and particularly enjoyed the suggestion that you should strive to “become a verb.”  Google, of course, has entered the vernacular as almost synonymous with search engine.  And the act of “Googling” is simply searching for things on Google. Thus Google has become a verb.

Therefore, it was with great excitement that I learned the other day that we had been “Duo-ed” Or said differently, somebody was “Duo-ing” us. OK, it doesn’t have the same ring as “Googling” but the concept is the same.  If mimicry is the highest form of flattery, certainly having someone bid on your firm name in search engines is second highest in the flattery department.

We have the greatest regard for Greenfield Belser, a leading branding and design firm in Washington, D.C. In fact, we are even working jointly with them on a web project. Greenfield Belser has chosen to use Google AdWords to bid on our firm name. Eight years ago when we entered the same law firm marketing arena in which they compete, I doubt that we were a blip on their radar. Today they are paying hard coin to be found when people are searching for us. We’ve been “Duo-ed.” We’ve become a verb. Watch out Google, here we come.

That’s revenue Google gets by focusing on the effectiveness of its advertising engine. “The Human Hands Behind the Google Money Machine” in today’s New York Times, shows the importance of analytics and how it is used by Google to drive revenue. The story reviews the genesis of the Googles AdWords program, five years ago when GoTo.com was acquired by Yahoo. GoTo was the first to pioneer advertising, but Google made a critical advance improving the system by actually looking at the click-throughs, not just what people were willing to bid for ads, that pushed Google ahead to stay. On the web it’s all based on metrics and analytics. At Duo we keep harping about analytics and how clients should benefit from studying what really go goes on with their sites – but few take advantage of that recommendation. The advantage there is there for those that do – and they are going to reap the rewards.