Google is advertiser's best friend, says expert

19th December 2007

Google works helps advertising agencies target audiences, the company's national industry director of consumer packaged goods (CPG) says.

Speaking to Brandweek, Kevin Kells suggests that many described Google as the "frienemy" of creative agencies but in fact it was a fundamental function of the search engine to target consumers.

He told the website that many companies were traditionally leaning on television advertising but the figures showed that online ads were as successful.

"We can take all of those slices and dices to the right person at the right time and make it relevant," he said.

"Google is a connector. We're not an agency and we don't want to be. We want to help take their business and spin it in our world," he added.

Prior to joining Google, Mr Kells worked for Unilever, Diageo and Revlon.

Recently Hitwise intelligence service reported that Google searches accounted for almost 65 per cent of all US searches during October, followed by Yahoo!, MSN and Ask.com.