The Illusion of PPC and E-Mail Success
Find your “true 1%” and create community around them = what works now and the core of Curagami’s tool set.
In 2000 Google launched the product that now funds almost everything else they do – AdWords.
Last year (2013) Google was earning in excess of $50 Billion dollars from their AdWords product. Total paid clicks on Google and Google Display Network sites were up 31% over the year prior.
If you had been wondering why you seem to be paying more into your AdWords account and not seeing any more conversions, now you know. Everyone and their brother is now advertising, and the worse they are at it, the more it hurts you.
When a new advertiser sets up an account and hands the keys over to Google to optimize their spend, they are going to spend that money as fast as possible, which is in direct competition with you. That competition drives up the price you have to pay to have your ad show up.
The reason why increased competition in an auction model can be negative revolves around inventory. In Adwords there are only a finite number of keywords to bid on. Everyday there are new advertisers signing up to Adwords to bid on a limited number of keywords. The number of keywords are stagnant but competition is constantly increasing. The only way to decrease competition is to increase CPC and knock out advertisers who can’t afford increased CPC. – Kyle Pretorius
The most expensive keywords in Google AdWords continue to be insurance and lawyer related with keywords like “mesothelioma lawyers” now costing advertisers well over $200/click!
Smartphones and tablets combined for 32% of paid search clicks in Q4 2013 and accounted for 25% of paid search spending.
Once free, spending on Google’s Product Listing Ads increased 72% in 2013.
Google reports that businesses make an average of $2 in revenue for every $1 they spend on AdWords . What that number doesn’t take into account is your time and resources spent on achieving that.
It’s in Google’s best interest to have as many people as possible advertising on their platform. As more flock to what they perceive as the only game in town, it gets increasingly difficult to win the game.
If you’ve had the foresight to build a community, the re-marketing is probably a better strategy, but you need to have a steady stream of traffic coming to your site already for this to really work well.
E-Mail Still Works Right?
Do you remember a time in our history where email was so exciting we watched movies about it?
10 years ago you could keep your business afloat with a great email program.
Now we dread looking at our email because we know that it’s mostly junk. Think about the last time you bought something from an email solicitation; it’s either a brand you love or it’s been a long, long time.
Jay Baer summarizes some startling facts that we all need to be aware of:
- 21% of email recipients report email as Spam, even if they know it isn’t
- 43% of email recipients click the Spam button based on the email “from” name or email address
- 69% of email recipients report email as Spam based solely on the subject line
- 35% of email recipients open email based on the subject line alone
- 17% of Americans create a new email address every 6 months
- 30% of subscribers change email addresses annually
If the email you sent out yesterday isn’t valuable, targeted, anticipated and helpful you’ve moved past irrelevant into spam territory.
Email can still be valuable, but the bar gets raised every year for you to do something remarkable. With 2/3 of marketing emails being read on a mobile device the likelihood of your message being swiped away is greater than ever.
With 191 billion emails sent every day (and more will be sent next year), that channel is fully saturated.
With traditional SEO now morphing into a more holistic marketing effort, PPC and E-Mail losing the efficacy, how are you planning on reaching your next customer?