Google streicht Agenturprovision in Europa... "Um das
Wachstum des Suchmaschinenmarketing zu steigern, ersetzt Google die
marktübliche Agenturprovision von 15 Prozent durch ein leistungsabhängiges Anreizmodell" schreibt die FAZ.
Google wird Mediaagenturen ab 2006 nicht
mehr automatisch die 15-prozentige Agenturprovision zahlen. Stattdessen
sollen Agenturen dann "aus einer Kombination von monetären und
nichtmonetären Komponenten" vergütet werden erklärt Holger Meyer,
Managing Director Ad Sales lt. Horizont.
Media-Agenturen sollen sehr viel intensiver als bisher geschult und mit
Informationen zum Suchmaschinen-Marketing versorgt werden... Monetäre
Zuwendungen erhalten aber nur verwaltete Kundenbudgets in der Höhe von mindestens 1 Mio Euro
im Jahr. Das ganze läuft unter Google-AdWords-BPF-Programm (Best Practice Funding).
Danny Sullivan im Search Engine Watch-Blog zum Thema Agenturprovision bei Google:
1. From 1st January 2006 there will be no agency commission i.e. All advertisers will be on a level playing field.
2. The Google European third party programme is a drive to empower 3rd
parties in the delivery of best practice within the field of search
marketing.
3. The best practice funding element is a criteria-based scheme which
aims to provide investment for third parties from Google in order to
drive their search marketing capabilities forward and grow the industry.
4. The scheme is optional and does not involve any discounting of the
Google advertising model - a deliberate move aimed at achieving
transparency and integrity for the adwords auction model.
5. The criteria for qualification are not solely financially based and
include mandatory adoption of our My Client Centre. Third parties must
also meet Google Advertising Professional quota requirements in order
to qualify.
Hier die komplette Pressemeldung, wie sie auf Search Engine Watch veröffentlicht wurde:
London - September 28, 2005 - Google Inc. today announced that it
has introduced a new program aimed at empowering third parties and
delivering continued value to advertisers of all sizes. This new
industry program will be available to all qualifying third parties
across Europe from January 2006.
Under the new Google European Third Party program, Google will
deliver training, tools and support to third parties, enabling them to
deliver more value to their clients. By reconfiguring the previous
practice of giving agency discounts and introducing best practice
funding, this new program will level the playing field, allowing
advertisers of all sizes to fairly compete in Google?s auctions based
advertising platform.
?Google?s new program empowers third parties to more efficiently and
effectively serve their clients. Third parties are critical to the
success of advertisers and to Google and we have designed an approach
that favours both,? says Nikesh Arora, Vice President of European
Operations at Google. ?We firmly believe that it is important to
preserve the integrity of the channel in terms of marketing
effectiveness and advertiser perception. By fostering greater equality
across Google?s auction model, advertisers of all sizes can more
effectively compete against each other,? he concludes.
The core elements that Google will now provide its third parties are:
- Tools to increase third party efficiency and effectiveness
- Training and market research
- Process enhancements such as wholesale upgrades to our commercial
processes to ensure that our processes are aligned to our third party
business models
- Extended service and technical support
- A quarterly best practice funding program for investment in training
and platforms which aims to provide financial support for those third
parties who fulfill our quality and investment scale criteria
Designed to boost the quality of search marketing operations, and
safeguard the integrity of the channel, this program encourages third
parties to deliver quality advertising results for users thereby
improving marketing effectiveness, clients ROI and advertiser
perception.
