Re: Online ad campaign on a small budget

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 08 Jul 2003 08:41:26 -0500

Steve Werby wrote thusly:

>Obviously one should do a fair amount of research, select what they believe
>are the best keywords, monitor and repeat, but why do I so often hear
>warnings that one can burn through their campaign budget quickly?
>
>If I'm willing to spend X per click, what are the advantages to me
>exhausting my budget in 30 days instead of 7? So long as you can measure
>the success of each keyword phrase and modify my campaign accordingly,
>wouldn't you rather reap the rewards, realize your failures and successes
>and adjust accordingly a week from now instead of a month from now? Just
>curious.

FWIW, the only case studies I've seen for any pay per click programs
offered by Google or Overture types are for high ticket, high margin
items. Years ago, when these models were introduced, I wrote
extensively about their uselessness for most items and services. I
still hold that opinion.

It does work for a few, but doesn't work at all for under-funded and
lower margin businesses.
--
Rob Frankel

"Branding is not about getting your prospects to choose you over your
competition; it's about getting your prospects to see you as the only
solution to their problem." (TM) -- Rob Frankel, consultant and
author of "The Revenge of Brand X: How to build a Big Time Brand on
the web or anywhere else."
Big Time Branding (SM) http://www.RobFrankel.com
818-990-8623 or 1-888-ROBFRANKEL
AIM: ROBFRANKEL




Received on Tue Jul 08 2003 - 08:41:26 CDT