In a move that suggests a tad of insecurity on Apple’s behalf, the iPad maker is apparently buying Google AdWords ads targeting potential buyers of the Dell Streak, the Android-powered micro-tablet or netpad or whatever it is people cooler than me call the device.
The screenshot above was taken after I did a search for ‘Dell Streak’ on Google.co.uk (thanks for the tip, Tom from Rudefox). As you can see, Cupertino is trying to capture the attention of Dell Streak searchers by buying text ads on Google, in an attempt to get them to click through to the iPad product page instead of moving on with said search.
Update: same deal for ‘HP Slate’
We can debate the quality of the text ad copy that’s supposed to lure people away – “A revolutionary Multi-Touch device with nearly 200,000 apps.” – as it, for reasons unknown, lacks the bulletproof marketing term ‘magical’.
But, rather, let’s debate whether companies buying ads against keywords that contain the names of their competitors or their products is an effective, elegant and/or ethical means of promoting one’s wares on the Web.
I’ll kick things off: I think it makes perfect sense, although Apple is about the last company I’d expect to see revert to these tactics.
Started by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple has expanded from computers to consumer electronics over the last 30 years, officially changing their name from Apple Computer, Inc. to Apple, Inc. in January 2007. Among the key offerings from Apple’s product line are: Pro line laptops (MacBook Pro) and desktops (Mac Pro), consumer line laptops (MacBook Air) and desktops (iMac), servers (Xserve), Apple TV, the Mac OS X and Mac OS X Server operating systems, the iPod, the...
The Apple iPad, formerly referred to as the Apple Tablet, is a touch-pad tablet computer announced in January 2010, and released in April 2010. It has internet capabilities running on either WiFi or 3G, and offers an optional dock with a full size mechanical keyboard. The iPad is a line of tablet computers designed, developed and marketed by Apple Inc. primarily as a platform for audio-visual media including books, periodicals, movies, music, games, and web content. Its size and...
Dell is an end-to-end solutions provider that has evolved from a PC manufacturer to an enterprise IT solutions partner with servers, storage, networking, software and services that enable customers to drive results, create competitive advantage and expand their opportunities.
Google AdWords is an online advertising service. AdWords allows advertisers to purchase text, image, and rich-media ads, and the service offers pay-per-click and cost-per-thousand advertising. AdWords is Google’s primary source of revenue, bringing in $36.5 billion in 2011.