Wednesday, February 3, 2010

Pay For Clicks? I’m Just Not Sure.

To be seen, To be found. Yes as in Horton Hears a Who” “I am here, I am here’ I am here!”

I got a letter from last week. Pinned it up on my bulletin board to take a good hard look at it. $100 to try AdWords! Should I? Could I? Free! No risk! No obligation! All those great words to use in a targeted direct mailer. Redeem now and use by January 31 or it goes down to $75.00. Opps its February 3rd. Wow expiration date! Now I have till March 31st, (My 2nd cousin 3 times removed birthday {When your Scandinavian you are expected to know all your family down to your 8th cousin 10 times removed and be able to recite their names frontwards and backwards}

So here I am down to only $75 free Google dollars for AdWord advertising. When a study came across my desk reporting that the rate of click fraud, the practice a program or computer script imitating a person to click on a web advertisement among normal clicks, rose to 15.3% during the 4th quarter. Ouch. If I was to pay in real money that would be 15 dollars and 30 cents of old Uncle Howie’s money being “stolen”. Click fraud was 14.1% in the 3rd quarter but if there is any good news in this, click fraud was down from a year ago when it was running at 17.1% in the last quarter of 2008. The click rater fraud was at 12.7% in the 2nd quarter of 2009 and 13.8% in the 1st quarter.

Larson Notes & Satire: Yes I might just use this google coupon? That’s right MIGHT. If the search engines like google, bing, and yahoo don’t figure this out, as to how to combat looses this large why do it? Or are we the buyer/advertiser just suppose to accept this as a justifiable loss? If the ROI can accept the loss is this an acceptable place to market yourself.

IN all advertising there is loss, Direct mail the pieces go right in the bucket. Email auto delete, in telemarketing hang-ups. But fraud? In a search to get more information on ROI pay for click going back to the 6th page there is little on this topic except companies saying give us your money and we can go do a good job.

Note to self: Figure out an acceptable loss in an ROI on a pay for click campaign

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better

P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

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