CMO Digital: Search ad platforms, Google Contributor

    Welcome to the sixth episode of CMO Digital, the video podcast that seeks to save you the time it takes to stay on top of the latest online marketing news and insights every week. This week we’re comparing search engine marketing platforms and looking at a new offering from Google that will stop ads from reaching their audience.

    With Google owning such a huge section of the search engine pie in Canada, why would marketers ever consider spending money elsewhere? Don’t be so quick to dismiss Bing and Yahoo, which both run on the Bing Ads platform. Buying ads here might actually save you money in some scenarios, where your target key words are less expensive and the audience is more likely to click on them.

    Also, while marketers are used to Google being a way to deliver ads to your audience, a new service called Contributor will actually stop ads from getting to your audience. Google is working with publishers to allow audience members to pay between $1 and $3 per month to block the ads on those sites, and pay the publisher directly instead. Is this another sign banner ads are going the way of the dodo?

    Also our shout out this week goes to James Thomas, the CMO of Allocadia. Don’t miss our case study of how Thomas is tapping advocates to help his marketing efforts.