First Look - Google Print Ads Now Part of AdWords
We've looked around and we're pretty confident that Marketing Pilgrim has the first screenshots of Google Print integrated with AdWords. — Using the AdWords console, advertisers can select the following: — Date range for ads to run.
Context & Ripple Effects
Google first tested newspaper advertising as an auction product back in February 2006, when Inside AdWords described bidding on print placements as a one-off experiment. What is new today is structural rather than experimental: Google Print has been wired directly into the AdWords console, so the same dashboard that schedules search campaigns now handles date ranges and targeting for newspaper runs.
Marketing Pilgrim's screenshots are the first public look at that integration. The significance is distribution of workflow, not inventory — Google is collapsing a separate media-buying process into the tool advertisers already use daily.
First-order effects
- Advertisers can plan and schedule print campaigns from AdWords itself, removing the separate insertion process and putting newspaper buys on the same calendar as their search campaigns.
Second-order effects
- Newspapers selling through Google's auction face pricing pressure toward whatever bids clear in the console, and competing papers' inventory becomes directly comparable inside one interface.
Third-order effects
- If offline channels keep being absorbed into online ad consoles, media buying consolidates around whoever controls the scheduling interface — with Google positioned as the broker between advertisers and print publishers.
The trend: Ad buying is converging onto unified auction consoles, pulling traditional print placements into the same workflow as search advertising.