- AOL
- Ad networks
- Advertising
- Affiliate Marketing
- Best Practices
- Blogs
- Branding
- CGM
- Careers
- Classifieds
- Content
- Creative
- Design
- Duly Noted
- Games
- IAC/InterActiveCorp
- IM
- Legal & Policy
- Local
- Marketing
- Measurement
- Media
- Microsoft
- Mobile
- MySpace
- New/Cool
- Noteworthy
- Off-Site
- People
- Privacy
- Rich/Streaming/Video
- Search
- Social Networks
- Syndication/RSS
- Viral/Buzz
- Virtual Worlds
- Web Analytics
- Worst Practices
- Yahoo
- YouTube
- agencies
- cannes
- cross-media
- publicis
| S | M | T | W | T | F | S |
|---|---|---|---|---|---|---|
| 1 | 2 | |||||
| 3 | 4 | 5 | 6 | 7 | 8 | 9 |
| 10 | 11 | 12 | 13 | 14 | 15 | 16 |
| 17 | 18 | 19 | 20 | 21 | 22 | 23 |
| 24 | 25 | 26 | 27 | 28 | 29 | 30 |
| 31 |
« NCAA Appeased, MarchTweetness Returns Under a New Name | Main | Is Twitter in Talks with Google? Of Course! »
April 3, 2009
Who Says the [Google] Surge isn't working?
A little side-note gleaned in my reporting on Scott Murphy's New York Congressional campaign employing the rarely-used "Google Surge" or "Network Blast" tactic:
Eric Frenchman -- the man behind the McCain camp's now award-winning online advertising strategy - says he came up with the term "Google Surge," after employing the carpet-bombing style display ad tactic for Bobby Jindal's congressional campaign in 2007, and for McCain's camp when targeting Ohio and Florida voters. The tactic may now gather steam after its use by the California Proposition 8 campaigns like Murphy's have employed it. The tactic, described in my story about the Murphy camp, essentially involves bombarding users in a defined geographic area (like NY's 20th congressional district) in a brief period of time with ads from one advertiser.
Google doesn't seem to like the "surge" term, so they call it "The Network Blast." I suppose "surge" has too much of a military connotation, particularly in relation to the troop surge in Iraq. But I'm not to sure the "blast" term is appropriate either, considering how it's often associated with e-mail campaigns.
Look for a story Monday on another innovative use of the Google surge in conjunction with another award-winning campaign from the '08 election.
Posted by Kate Kaye at April 3, 2009 1:12 PM
Digg this!
Add to del.icio.us 
Stumble It!
Comments
Post a comment
- Send us feedback |
- FAQ |
- Technical questions or bug reports? |
- Newsletter problems? |
- Site Map |
- ClickZ RSS feeds
- Incisive Interactive Marketing LLC. 2010 All rights reserved. |
- Legal Notices, Licensing, Reprints & Permissions |
- Privacy Policy
Surge term had nothing to do with military ops. It was simply a surge in spending on Google's network.
Thanks for the kind words, Kate.
Eric
eric frenchman April 4, 2009 2:55 PM
This appears to be a good way to use contextual advertising with an overlay of location. It could be executed very cheaply as well.
Craig April 6, 2009 9:42 AM
for the record, i inferred the military connection to the word "surge" - Eric and colleagues didn't insinuate a military connection. (Still, when Connell Donatelli's Anthony Bellotti called it "akin to a carpet bombing" in my story today about the Prop 8 campaign -http://www.clickz.com/3633275- I don't think I was too off).
As for Craig's comment regarding contextual overlayed with geotargeting, that's not really what the surge/network blast is. It's almost purely geo or location based. It's not a keyword-related buy; rather, advertisers are bombarding all sites in Google's content network reaching users in a particular location. Advertisers may choose not to include their ads on some sites, but the idea is to blanket a region with ads, not to refine targeting by layering in keyword buys.
kate kaye April 6, 2009 9:50 AM
So, you would go to teh site targeting area of your google account and select all Then overlay a location, right? Can you do that?
Craig April 6, 2009 10:01 AM
Actually, Craig, my understanding is that most of these 'surge' style buys have been done through direct negotiation with Google rather than through their automated system. Also, they're CPM buys typically.
kate kaye April 6, 2009 10:05 AM
No, Kate you weren't that far off on the surge-military description based on Anthony's comment. I just wanted your readers to know that when I started calling it a surge it wasnt military that I had in mind; however, it is hard to deny the double meaning.
Eric
eric frenchman April 6, 2009 10:58 AM
It is a great filling of working with Google and milestones are always a good time for introspection. Interesting, fun, surprising, insightful, inspiring, impactful, and more such words.
Google is not quite as big as many companies out there, but in its space it has a huge user base for most of its applications (search and beyond). Anything you analytics menu-googlework on will probably touch hundreds of thousands of people.
Thanks
working with google
www.howiworkfromhome.info/google-cash/?p=3
working with google June 27, 2009 4:22 AM