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Byron Sharp
Search advertising (which is huge chunk of what is called “digital”) isn’t like advertising at all. It’s physical availability.
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Yanni Kyriacos 2 Apr 18
Replying to @ProfByron
Because you cant build mental availability with it? I dont understand.
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Byron Sharp 2 Apr 18
Replying to @yannikyriacos
Indeed. That’s far from its main purpose - just like shelf space.
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FamousRob 2 Apr 18
Replying to @ProfByron
Exactly. Which is probably why research shows paying for search ads is beneficial even if you are top of the organic search listings
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Stefano Augello 3 Apr 18
Replying to @FamousRob @ProfByron
Is that disproved for search ad = search query (e.g. people searching for your own brand name)?
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Jon Lombardo 2 Apr 18
Replying to @ProfByron
Does that mean that Alexa — voice search — is mental availability?
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Michael Goldstein 3 Apr 18
Replying to @JonLombardo @ProfByron
Nope, physical, it’s making something your already looking for more easily available/present
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Dave King 2 Apr 18
Replying to @ProfByron @faris
Totally. Because you need to go there, seek it out and then see if it's there. So then.. hang on.. where is demand created?
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faris 2 Apr 18
Replying to @daveking @ProfByron
not by google, not in search, i worked on a brand effect project for Google once, but search buys that would allow for it don't convert so the auction algo doesn't support them. google is demand fulfillment not generation [which is ads]
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Tom Roach 2 Apr 18
Replying to @ProfByron
Easy to mind, easy to find.
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Tess Alps 3 Apr 18
Replying to @ProfByron
Shelf wobbler?
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Mark Barber 3 Apr 18
Replying to @TessAlps @ProfByron
Yellow Pages
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