What’s so great about Pay-Per-Click?
Posted in Digital Strategy, Online Advertising, Concocted by Mike Perk
March 25, 2007
Since the topic is about Pay-Per-Click, I thought I would share this story with you.
The other day, I was trying to educate a client
about some of the amazing ways that technology could assist the
marketing effort of her burgeoning company.
The question was posed:
Whats the most important reason why we should spend our money on
What a question. Not that easy to answer especially when in a crunch meeting just before budget time.
I stumbled through a response, but in
the car on the way back to the studio I thought of what I should have
said instead. The French call this L’esprit descalier which means the Spirit
of the Staircase. Its all the things you think of saying once you’ve already walked
out the door after an argument.
In this case, the answer should have been: Accountable Advertising.
The client in
question had just spent a monster whack of money to put an advert in a
trade magazine. It was done as a knee-jerk response to a lag in
sales, and they felt a quick print-ad campaign was the best way to give their marketing
effort an adrenaline shot. The problem was: no feedback. After the ad
went in, they did get a blip in customer queries but they had no idea
where the customers were coming from. This would not have been the case in Pay-Per-Click. With all the tools at our disposal, we can study the behaviour of our customers and react accordingly. No wonder advertising agencies are so worried about their future.
Quite simply, Pay-Per-Clicks power is in solving retailer John Wanamakers
timeless problem: I know I am wasting half my advertising budget. I
just dont know which half.