The keyword reports in Google are now giving an actual number for their
quality score. No longer are we only seeing, Poor, OK, GOOD, or
GREAT. Now we can see an actual number from 1-10. Knowing
that this has a strong impact on our positioning and how much we are
paying for click. It is going to be interesting to see how we can
use this information to one up our competition. What are your
thoughts?
Advertising Age had a great article about what we can learn from the recession that we had in the 70's.
1. Go For Both The Short-Term and Long-Term Win
Toyota Corolla trailed only Honda Civic in the government's first miles per gallon report in late 1973. Toyota was selling everything they made. Toyota stuck to a plan to build its brand and products for the long haul. It passed Volkswagen as Number 1 import in 1976 and never looked back
2. Look For The Big Picture
"Detroit's only alternative is to initiate a crash program to switch production to smaller more economical vehicles." Ad Age said in a 1973 editorial. Detroit tossed out its small line up (Cavilier, Escort, Neon) and started from scratch, (Cobalt, Focus, Caliber)
3. Even The Weakest Players Can Be The Most Innovative Marketers
Chrysler introduced the newest thing ever done: A Car Rebate. Rival Detroit Automakers soon followed, but Japan didn't. General Manager at GM told Ad Age in March of 75, "The rebates did stimulate the market, but when they were concluded, showroom traffic diminished. We cannot go back to rebates. And if General Motors can't afford to, then the competition can't either. We must go back to more conventional methods"
4. A Deep Recession Is A Fine Time To Launch A Company (ready to rock when the economy recovers)
Fredrick Smith launched FedEx in 1973 as jet fuel pricers were rocketing. Bill Gates and Paul Allen started Microsoft in 1975.
5. A Deep Recession Is A Fine Time To Launch A Product
Time Inc. introduced People in February 1974. "The squeeze is on" said a trade ad promoting People. "On household budgets, On oil and gasoline, On entertainment and recreation, On employment, On advertising, But there's always room for one more, One more good man, Or a magazine"
6. Problems Always Create Opportunities
General Foods started economy-size packages. Freezer sales leaped some 26% in 1974.
7. Big Oil Is Always The Villian, But It Knows How To Drill Home Its Message
An Ad Age editorial said, "Oil companies have used every possible device to convince the public that their big increase in profits is needed to develop new energy sources." Ad age named Rawleigh Warner its 1975 adman of the year.
8. Financial-Services Innovations Occur In Good Times Abroad
Charles Schwab began offering discount commissions in 1975.
9. Life Goes On
During the recession Procter & Gamble Co. rolled out Pringles, expanded Bounce and introduced Era detergent. TV watchers laughed to "Happy Days" and "Good Times" And, an ad executive imported 24 tons of rocks from Mexico, invented the pet rock and became a millionaire.
10. Buy Low Sell High
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