I'm curious if this is actually statistically true specifically in regards to google ads which has active user exploration as opposed to tv/radio/magazines which has passive consumption.
To me, the "awareness ads" are campaigns typically created by CocaCola/Pepsi, beer, DeBeers diamonds-are-forever, Viagra-you-should-asky-your-doctor-about-it. The ads typically feature vague and generic "lifestyle" vignettes and will not have a "call toll-free 1-800 to order" at the end. Like you said, it's all about brand awareness. It's also the type of ads that get aired during the NFL SuperBowl.
But many google ads are highly contextual with the active web surfer already and partially in a "sales funnel". Examples would be a search for "plumber" or "computer RAM" which means the customer is primed to buy something now. I read previously that the vast majority of google ad revenue comes from small & medium businesses and not the Fortune 500 giants like CocaCola and Budweiser. Those small & medium business care very much about "click through" rather than just "awareness impressions." (Side note: Looking through the most expensive adwords list[1] seems to bring up business sectors that rely more on click-through-&-buy-now rather than awareness-&-delay-buy-later.)
Hopefully, someone more knowledgeable about these 2 types of ads can confirm which one contributes the most revenue to Google.
I can't confirm anything about revenues, but anecdotally we've noticed as a team over the last couple of years that our Google ads have moved slowly from the more action-oriented ones to awareness campaigns. I have no idea the marketing value behind those sort but I have to think they're doing something, Chevrolet especially seems to crop up a lot, and we aren't a car site of any sort.
I'm curious if this is actually statistically true specifically in regards to google ads which has active user exploration as opposed to tv/radio/magazines which has passive consumption.
To me, the "awareness ads" are campaigns typically created by CocaCola/Pepsi, beer, DeBeers diamonds-are-forever, Viagra-you-should-asky-your-doctor-about-it. The ads typically feature vague and generic "lifestyle" vignettes and will not have a "call toll-free 1-800 to order" at the end. Like you said, it's all about brand awareness. It's also the type of ads that get aired during the NFL SuperBowl.
But many google ads are highly contextual with the active web surfer already and partially in a "sales funnel". Examples would be a search for "plumber" or "computer RAM" which means the customer is primed to buy something now. I read previously that the vast majority of google ad revenue comes from small & medium businesses and not the Fortune 500 giants like CocaCola and Budweiser. Those small & medium business care very much about "click through" rather than just "awareness impressions." (Side note: Looking through the most expensive adwords list[1] seems to bring up business sectors that rely more on click-through-&-buy-now rather than awareness-&-delay-buy-later.)
Hopefully, someone more knowledgeable about these 2 types of ads can confirm which one contributes the most revenue to Google.
[1]http://www.wordstream.com/articles/most-expensive-keywords