I'm really flabbergasted at some of these publishers that shut off Google Advertising for certain clients or advertisers. Claiming that they'd like to go direct with us or the client themselves, all they do is drive a wedge further and further between themselves and the end client which is a ridiculous way to run a sales business. Look it isn't my problem that you hired sales people and now need to figure out something to do with them. Here's a typical exchange which highlights my frustration with these tunnel vision sales execs.
ME: ShortTermThinking Website, out of curiosity did you realize that you turned off our long running ad campaign on your site.
SHORTTERM: Yes and I want you to know that the decision didn't come from me it came from my CEO. He thinks we should go direct with you.
ME: OK, well the calculated CPM rates I've been paying Google is (made up number) $1 which is 1/10 of your direct price and oh by the way, you've been getting $X thousands of dollars every month from me up until recently.
SHORTTERM: Well as you know that is non-guaranteed inventory and often below the fold. I can get you guaranteed inventory that is also premier.
ME: Well at those prices your premier inventory doesn't perform at the same CPA as the Google inventory, so I'm not sure why we would want to pay more for something that doesn't perform. Remember about 6 months back we went direct with you and it was unacceptable.
SHORTTERM: Well when we ran that test with you our inventory wasn't as good and we didn't have as much traffic. Now, I'm sure you'll see better results.
ME: Hmmm, but I know the Google placements perform and you've been getting a decent amount of money. Plus, I can turn the campaigns off and one, change demographic and geographic targeting at a moments notice, and have new ads live within a few minutes of loading them up.
SHORTTERM: Well we have a great account team and we'll give you great service.
ME: Maybe you didn't understand me, I can do these things at any time of day on the weekends, on a holiday, and look we have to spread our dollars around on many sites and this really is the best way for us right now. How do you not see this as a win win for both of us?
And that's where the exchange ends until the next time the sales person fires off an email to check in with me or lobs a horrible rate card proposal ignoring the history and the results we've had in the past.
Look maybe you didn't understand me. If I'm able to buy at a rate that is 1/10 below your proposed premier guaranteed plan, why would you shut it off for a particular advertiser? Isn't that the market price? Also, aren't you more efficient because it requires little intervention on your part?
There are quite a few smart sales execs/publishers that recognized this and offer rates that are very close to what we can buy via an ad network and for them, when we need to we'll go direct and get better inventory. These smarter sales executives see the advertisers on the site, see where they are coming from, and know the rate they are receiving. Their sales pitch is better - look you can keep going through the network, but what if I gave you rates that were only slightly higher, but I guaranteed the inventory and made it premier; not our best stuff but better than what you are getting today. Plus you can have a 24 hour out clause and you can 3rd party ad serve, plus we can move the targeting around within a few hours notice during the day. That's where the smart sales teams are going. Better rates, better terms, and in the end better service and more dollars. And they are definitely trying to build bridges to the advertisers.
Sorry about the rant, but this has been happening a lot lately and I don't get it. Yes we go direct very often especially when it warrants it and the publisher is big enough, but to cut off advertisers who were gladly spending money on you for deals that are substantially worse by going direct makes NO SENSE. Finally, thanks to Jackie H who got me going on this subject today.