It is reported that Google has deployed a system for advertisers that personalises online adverts. Apparently the scheme allows organizations to tune advertisements based on the user’s browsing history. It is believed that several large partner organizations have already started to use the service.

How often does the average person use a search facility? If you are a search engine optimisation specialist, possibly every day! But to normal people, once a week is probably a lot. The user may perform search inside a site such as Wikipedia or a newspaper, but a proper web search? Rarely. Thus, this targeted marketing is not going to be very visible if it is restricted to the search engine results pages. Plus someone who is making a true search is going to be more interested in the organic search engine positioning of what he is really looking for than just another advert. Then again, Google is extending away from just the search engine into other services where these adverts can be seen.

And how is this scheme going to use the browsing history? How much history does it need? Most people default to keeping only a week. Some people explicitly clean down the history on a regular basis. When someone’s interests are a combination such as ballet and rugby union (not as unusual as it seems), what sort of advert will that create?

On first impression, this remarketing scheme is no worse than retailers such as Amazon trying to recommend new items derived from the organization’s purchasing history. Then again, many Amazon customers resort to many hours trying to tune the recommendations that can be totally irrelevant.

This new advertising scheme is another weapon in the armoury of online marketing that is unrealistic for many organizations. For smaller organizations, employing search optimization methods to the organization’s website is still going to be cost effective. search engine optimisation has a long term effect that does not depend on more obvious promotional processesblas? about advertising. To them, a well optimised website is going to be more effective than another banner or sidebar advert that is there to be dismissed. When a new customer is using a search engine for its stated purpose, the organic search engine positioning of your organization’s website is more important than anything else. It doesn’t matter what the client’s hobbies are, he wants the products that your organization has to offer, and search optimization can aid that.

There may be the occasional advert that has an effect beyond its purpose. Those tend to be expensive television productions way beyond the scope of most organizations. Online marketing is never going to have that social impact, but then again it can be much cheaper. search optimization strategies can help your organization’s website reach a wide spread of possible buyers who are really interested in what you have available anywhere at any time of day.

Personalised advertising could work for larger organizations. For them, it will have enough visibility to be worthwhile. For the smaller organization, search engine optimisation methods applied to your website to raise its organic search engine positioning can still have wide-ranging benefits.