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
Pay-Per-Click?
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.
- Fred
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Mike
Fred
Paul
Rudolf
Chris
Louis
Nicholas
Utoia
3 Comments
So now you have a new ‘catch-phrase’?
PPC = AA ;-)
Truly a Kiss way of describing this Fred.
I like it: AA.
This wasn’t planned, but it leads nicely into reminding those in South Africa or Cape Town in particular of our first offline Heavy Chef session. Its at our offices in Cape Town this Wednesday (a couple of places left) and its all about accountability with web marketing.
If you want to come email me at mike@worldwidecreative.co.uk. R950 to attend, free to our clients and members of BNI.
What amazes me Fred is, considering PPC has been about quite some time now, how few clients/potential clients are aware of WHY they should use PPC. Logically, you’d think that most people in business would talk to other people in business about how they win business and in many cases they’d say “PPC”.
I’m lucky in that most of my business comes in as a result of that happening (existing clients talking to their contacts and their contacts then wanting a slice of the success that’s been gained through PPC) but I still talk to people all the time who have no concept of what PPC can achieve and why they should use it.
What makes me wonder is: “are these people actively networking, talking to other business people, subscribing to online information etc.?” It would appear not because it’s hard to escape PPC in a networking situation nowadays.
Even the big brands sometimes have the same issue - a client I’m about to start work with are part of a major company and yet they had no awareness of PPC and they’re a multi-million turnover organisation.
Andy