Google dumping Performics search marketing
Google made the right decision offloading Performics search marketing.. it was just wrong on so many levels… it made it appear to outsiders that if you want a golden ’shortcut’ to Google, you have to go to that Agency to get it taken care of.
Since we closed the acquisition of DoubleClick on March 11, we’ve been immersed in integration planning for each of our products and business units. 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. Maintaining objectivity in both search and advertising is paramount to Google’s mission and core to the trust we ask from our users. For this reason, we plan to sell the Performics search marketing business to a third party.
If anything it’s an interesting read, and a good decision on behalf of Google
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