Google’s entry into traditional media was met with the harsh reality that only online analytics can deliver. Jeremy Mayes offers up the results of his free Google Newspaper test ad (the chef’s ad towards the lower right). This unfortunately yielded some less than spectacular results.

1. In the grand scheme of things the overall traffic delivered via our ad was low - less than 1,000 visitors total.

2. Visitors who arrived at the site via the newspaper ad generated 70% fewer page views than visitors who arrive via PPC channels.

3. Visitors who arrived at the site via the newspaper ad spent 30% less time on the site than PPC traffic.

4. Visitors who arrived at the site via the newspaper ad registered at the site at a rate almost identical (just a touch lower) to those who arrive via PPC.

What does this mean? Absolutely nothing. Here’s why:

1. I’m not sure how many times this ad was run; however, a one-time run of a newspaper display ad does not generate an effective call to action…period.

2. PPC ads compete for click-throughs based on position and ad creatives. So this online playing field is leveled because all paid search advertisers need to abide by Google/Yahoo/MSN/Ask PPC formats (character limits, etc.). Traditional media can use design and brand elements, color, size, frequency, etc. to drive action.

3. Paid search only delivers impressions when a user actively searches on the term. Newspaper is a passive medium. What are the chances that the customer is in front of their computer at the same time that they are reading the print ad? Or that they will remember to go to the website when they are in front of a computer? These have obvious effects on traffic.

So what does this mean for the interactive/traditional “hybrid” marketer?

Apples aren’t oranges, and traditional media isn’t interactive. With a few exceptions, it is unrealistic to believe you will see a higher ROAS on a traditional advertising campaign versus an SEM campaign. It is also unrealistic to believe that SEM can drive the same branding power as traditional efforts.

However, it is realistic to expect organic and paid search click-throughs to increase when the company is supported by an effective traditional and/or interactive media buying campaign. Additionally, you will have a more knowledgeable visitor, with seeded expectations of your company.