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Updated 04-09-08
by: Anne Haynes

In the Office Google Blog last week, Google states, “Recently we completed this process for the DoubleClick Performics businesses, and have decided to split them into two separately-run business units: Affiliate Marketing and Search Marketing. It’s clear to us that we do not want to be in the search engine marketing business.”

I’m confused aren’t they in the search marketing industry? And aren’t business units just a fancy way of separating departments. Do the heads of the business units get together and share information or do they keep their business units under a secret code of silence. All of this reminds me of a few old friends of mine that work at Google. I would run into one of these friends at a bar in Los Gatos and ask how things are going at Google. He would say, “I can’t talk to you about work.” Honestly, you’d think the guy worked for the CIA. Oh, how I could rant….

Here’s another question; don’t affiliates use search marketing to generate leads and commission? I know from my experiences that many affiliates make a killing using organic marketing and paid search marketing. Moreover, I know of firms that buy out these affiliates because they pay them too much! Why does all of this not make sense when Google publicly states, “It’s clear to us that we do not want to be in the search engine marketing business”? Because it doesn’t!

While I’ve worked in agencies and closely with Google, I’m not an expert in regards to the DoubleClick Performics Google purchase, but I pose some good questions. Does anyone know why I’ve seen a 200% click through rate with 2 impressions, 1 click, at position 1 with a poor quality score? Someone clue me in. Bottom-line, if you think you’re getting incorrect data from Google, you’re right. Will Google be able to update an affiliate management and reporting network to be more accurate than their current ad network, let’s hope so! I love Google, its how I find all my information, but the cost-per-clicks just keep going up and viable alternatives keep showing up. To see the larger image from below, click the image here.

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Is Google becoming an agency or what? “Acquiring DoubleClick expands Google’s business far beyond algorithm-driven ad auctions into a relationship-based business with Web publishers and advertisers.” writes the New York Times

I find this to be an interesting statement. Let’s see, all of my friends at Google never disclose anything about working at Google. In conversations with my friends, I ask, “So how is work?” and they would make some lame (I work with Stanford folks) comment, “If I told you I would have to kill you.”

It’s tough to build relationships with people when they keep too many secrets. You lose things to talk about because they can’t speak for fear of a leak.

Never the less, this acquisition will be interesting to watch unfold.