Throwback Thursday Direct Mail: Google Rolls Out AdSense
This direct mail piece shows that one of today’s great companies relied on classic techniques to introduce a key service.
Mailer Name: Google
Date Mailed: November 2003
Google’s content-based advertising service began in 2003. The platform allows blog owners and websites to show Google ads based on their content. Publishers get paid for ads that users click on. This 6-page booklet, measuring 5”x7”, reaches out to its target audience with a special appeal to flattery. “Because you’ve earned it,” reads the headline on the cover of the mail piece. The photo shows a smiling woman and continues: “How Google AdSense helps website publishers make the money they deserve.”
Inside, the first spread starts off with a letter from the company’s Worldwide Sales Senior VP keeps the theme going. “You’re a pro at publishing great web content,” it says. He notes how the publisher has a difficult job managing content and advertising, and offers a solution. The right-hand page uses a faux web page to illustrate where targeted ads using the service appear.
Next, the three spreads that follow all feature testimonials from publishers. Each relates how his or her website benefited from using AdSense. In each case, the left-hand page describes a problem or set of problems he or she faced. “Tracking down advertisers took my time away from growing the business,” one laments. This is the “before.”
The “after” displays on the right-side page. Above the photo, the publisher talks about what benefits resulted from the switch to AdSense. The copy below elaborates on what the platform does.
Finally, the last spread lays out three simple steps to get started, including following the call to action. Then, it spells out some fine print on its policies.
Help prospects understand how their jobs can be made easier by letting them hear from their peers.