From: Rod Aries
I-Sales Discussion List Digest
Issue #1775 - July 21, 2003
~ Rod Aries
From: Rod Aries <rod,howtointernet.com
I am really amazed on posts referring to PPC, pop here, there etc.. I have never used and have no plans on using any of
the above (artificial to me).<<
With all due respect, this comment sorta reminds me of the gal with
the slide rule who essentially stuck to her principles when calculators
came out and said, "My slide rule works just fine, thank you very much."
Now I know there are still some folks who listen to their 8-track tapes while trying to repair their broken
toaster (available for $9.99 new at Target), wondering why their
doctor doesn't make house calls any more; but if anything, we have come to
learn, that even if we don't see it, that the net is subject to an accelerated, and continual, refinement - both for the
user and for the advertiser, err, web site owner... so, if you want to
be successful, you keep pace, or, for the most part, become extinct.
The same way evolution went from single cell, to ocean creatures, to land, to walking on all fours, to homo
erectus, our Internet marketing activities have gone from SEO = SEM = PPC= RPC (revenue per click).
Over the last 2+ years we have become fairly aggressive in the PPC arena, to the point where we now buy over 150,000++
words across specifically selected PPC providers. We have learned a
few thing during our PPC adventure, with the most important realization
that: "Revenue Per Click" is the next metric originating out of SEO evolutionary line. Additionally,
1) When we engage clients, we found little attention was paid to
the efficacy of their keyword selection as most companies have just jumped-in with six-guns a blazing, shooting up the bids.
2) Many companies didn't, or couldn't, track their keyword bid from
PPC to actual sale (if there was one) and thus they used an overall analysis of their "success" by guessing that if they
had more revenue than it cost them. 2) For most companies, expensive
root words - like home loans or real estate, while good for the ego, generally don't result in the highest rate
3) Our most successful efforts involve 1,000-5,000 word campaigns (we are just finishing an ebook on how to
create, find, construct and manage these massive campaigns in just a few hours, using off the shelf software, plus a few of our scripts.)
4) The management of the PPC bids was almost as important as the keywords themselves.
5) That companies generally had the money to spend on PPC campaigns, but failed to allocate
management resources proportionate to their investment. Many companies
read into the "management resources" statement above comes to mean" human
capital", (one of the major tenets of our company is "Let no human do what software can." ) so we show our clients
how they can actually save human capital by automating the much of the
process; in effect that is MBFTC (more bang for the click)
6) PPC advertisers failed to properly evaluate the various PPC
alternatives generally resulting in wasting monies with some PPC
vendors and missing golden opportunities with other PPC's.
7) We have learned there is so much demand for this, we have been inflicted
with the cobbler's kids syndrome, we haven't even had time to update our own
So, if your site is still receiving traffic via the non-PPCsearch engines, that is good, but, your future is
probably limited. If you look at the recent the latest indicators of
the monetization of the net, ie, Ad words by Google, the acquisition
of Oingo (essentially a PPC feed program) by Google (Google'spress release is even entitled "Google Expands
Advertising Monetization Program for Websites - June 18, 2003"), and
Yahoo! buying Overture, you can see you are nearing your evolutionary
fork in the road - and you can choose with your principals or you can choose with your wallet.
At your service,
How To Internet Your Business
Proven Internet Marketing Results For Business.
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