Performance Getting its Groupon

Though they were ultimately unsuccessful, Google’s attempted purchase of Internet couponing success story Groupon clearly indicates that the Search Engine is strategically positioning itself as more of a Local Search force.  Prior to making their six billion dollar Groupon offer, Google sought to effectively leverage the local market via Google Places, a revamping of its Local Business Center and Place Pages. The goal of Google Places was to simplify advertising and better target local consumers. With Groupon, Google hoped to heighten engagement and consumer intent to act for local businesses with a proven, successful model. It made sense for Google. But in hindsight, did the offer ever really make sense for Groupon?

Groupon's ability to drive local growth is about more than Search. Customer acquisition for companies also helped deliver profitable results for local businesses en route to making Groupon a couponing giant. Google had the right idea going after Groupon, seeking to leverage the site as a Search and Lead Generation asset attracting performance marketers, consumers and companies alike. But by confidently walking away from six billion, Groupon is making a bold statement to those same marketers, customers and corporations – We’ve been driving results without Google and will continue to do so. It may be the perfect time for those in performance to get their Groupon.