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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Don’t blame the screwdriver

Answered => “Is there a program to get the maximum value from ads? Like Google Adwords ads?” on Quora.

https://www.quora.com/Digital-Strategy/Is-there-a-program-to-get-the-maximum-value-from-ads-Like-Google-Adwords-ads

=> My answer…

Samuel Scott has a point. On the other hand, I going to shift the discussion in a slightly different direction and make my first answer this:

If it were that easy, everyone would be doing it. :)

Pay Per Click is by no means perfect. It’s a tool. And like so many other tools the magical moments come from using it properly. Too often people try to drive nails with a screwdriver. It was the tool within reach so in haste they grabbed it and started banging away. That doesn’t work very well. They wonder what went wrong. Eventually they blame the screwdriver.

Really?

For example, I would argue – and note, I have ;) – that CTR is bunk. Even (per Samuel’ answer) actions are slightly bunk. The $64,000 question is: retention. That is, even after the sale are the customers still your customers? Would they tell their friends? Did they? Or did a short term sale lead to a a less than happy customer? Or maybe they didn’t buy but they still told their friends? Was that lack of action not worth paying for?

Perhaps the product needs work? Perhaps the marketing pitch is wrong and that leads to people buying that shouldn’t (and end up dissatisfied)? CTR or even CPA isn’t going to tell you that, is it?

My second answer is:

Yes, there might be. But be careful what you wish for. Lowering your PCC costs does not mean you’re doing the right thing. For more marketing myth busting see the must read article from the analytcis uber-guru Avinash Kaushik:

Eight Silly Data Things Marketing People Believe That Get Them Fired.

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