Agenturprovison bei Google

1. Oktober 2005 in News

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.

Antworten

Kommentar posten