“Google changed the world but search is on for the next big hit”

25 years since Google launched and overturned marketing as we knew it. Now around 30p in every £ spent on marketing goes to Google. Great piece from Tom Whipple The Times this weekend explaining the rise and rise of Google and BrightBid are quoted.

‘Kate Cox is chief marketing officer at a company, BrightBid, that exists to optimise advertising campaigns, to win those millisecond auctions, and then get click-through. You can view the whole thing, she says, as a continuous three-way negotiation that, if it goes well, helps everyone. “It’s always trying to work out what’s best for the advertiser, what’s best for the customer, what’s best for Google.” It works. Today, about 30p in every pound spent on digital advertising goes to Google”

Customers found a way of getting quickly to the information they wanted by asking Google the question, marketers got a direct line into customers’ purchase intent and Google then found a way to sell that information to advertisers through a keyword auction model that benefitted all parties’

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