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Saatchi: ‘Advertising With Google AdWords Goes Too Far’

Humans can advertise better than robotic Google algorithms. That seems to be the take-away message from advertising agency M&C Saatchi‘s founding brother Maurice Saatchi, who uses a Q&A in today’s FT to debate readers on the efficiency of AdWords versus traditional approaches. The web, and Google in particular, thanks to keyword search advertising, is eating up many advertising budgets that conventionally skewed toward TV, radio and newspapers, but Saatchi disputes it will conquer all other media: “Google, brilliant organization though it is, takes a step too far in suggesting that an individual

2 Responses to “Saatchi: ‘Advertising With Google AdWords Goes Too Far’”

  1. am not sure what Mr Saatchi is talking about, the ads served by google depend on the search keyword not search history.. also their far more relevant that the TV adverts. and as far as i know; Relevant = effective

  2. Saatchi is making the wrong comparison. If you compare a user's queries with his/her resume, then the queries are much better, because they show what that person is *actively* looking for right now. In contrast, demographics are a very poor way of targeting people, because demos don't show what each individual wants.

    One can do better user modeling than what's possible purely from queries, but given a choice between queries and CV, the queries are better for serving up ads that may actually result in a purchase.