Google wants to give me £30

I recently received a mail shot from Google. It was highly targeted, the offer was very sepcific and opportunties to mal-redeeem were zero. All very professional to warm the cockles of any DM specialist. Yet it troubled me in a number of ways which lead me to question the actulal effectiveness of it and then in turn the marketing thinking behind it.
The targeting was good but I am already an active user of Adwords. So the message was almost trite and certainly patronising to me as a marketing consultant ( and presumably to all others in marketng too ) and the offer was unsuable as the t+c’s stipulated that it could only be used by accounts of less than 14 days old. What’s more ( or less ) is that the offer of £30 free* advertising was reduced by £5 in set up costs. Free is a 4 letter word FREE not 5 as in FREE*!
But so much for the actual offer obviously targeted to a NEW user not me. The actual sales pitch for this new media to me is not how effective it is but focussed solely on how easy it is to set up and operate.
And that’s a pattern that you see with all Google output they in effect tell you nothing about how effectively their media works they leave up to you to sepnd and work it out for yourself . Experimenting at their rates with your budget to learn what works. Even the most spohisticated PPC agencies do just that. Imagine any newspaper, magazine or TV station NOT giving information about effectievenes and case histories. And if you want to contact Google for more advice they will of course let you email them but there are no other contact deatils avavailble. In fact the return address on the envelope was the handling house in as much to say don’t bother us just get on with it.
And of course we do but increasingly we are seeing PPC in a new light and it’s a theme I shall return to

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