Converting at 8%!
July 9, 2008
Sometimes, “professional marketing advice” stinks…
In this case, I’m talking about my own advice.
Specifically, my past advice about using the Google Content Network.
That’s the first cousin of the Google Adwords system, where you can pay Google to display targeted ads along side its search results.
The Content Network is where Google displays your ads on its network of Partner sites… NOT in Google’s own search results.
So you might see your car parts ad displayed somewhere in an article about car repair on about.com.
In the past, the Content Network has been a little like throwing stuff up against the wall hoping something sticks.
Rarely did much stick.
But I’m in the middle of an experience right now with a client that is changing my mind… FAST… about Google’s Content Network.
In this case, my client’s ads on the Content Network are actually converting BETTER than the keyword campaigns.
In fact, the Content Network campaign is converting at about 8%.
That’s NOT clickthrough rate. That 8% is the conversion rate. 8% of the folks who click on the ad actually become LEADS.
And the cost-per-lead is WAY below what my client is paying for his keyword campaigns. About 50% less in some cases.
Just goes to show you, marketing is about the numbers, not about opinion.
Educated guessing is a place to start. And of course, Monday morning quarterbacking is a favorite past time of many marketing “experts.”
For me, I’m happy to get egg on my face. It means I’ve learned something that I can turn around and use to help grow my clients’ businesses.
If YOU haven’t tried advertising on Google’s Content Network, give it a shot. The results might really surprise you.
Here’s the bottom line:
Good marketing is marketing that works. And if you ever meet anyone who can guarantee what exactly that is on the FRONT end… just run the other way.
Unfortunately, you can’t be sure good marketing is GOOD until the results come in.
And that’s when the real work begins.
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