Re: Online ad campaign on a small budget
Good comment Steve.
ROI is the defining factor. I think you hear this so often because in many
cases a client's budget is expended without gaining any significant data or
prospects. To have a budget (small or large) and after a week or a month to
have nothing but clicks to show for it is burning money.
I do not believe the standard is paying X dollars per click-there is more to
it than that. If the goal is to just to get X clicks, ( you are right, time
is not relevant) I would be suspect about such a campaign though. Getting
clicks does not insure much of anything usually. I think your point on
measuring results is right on target. I would rather have a campaign that
ran a week if I got good results than flounder for a month. Regardless of
time I would not be interested in running a campaign only to be told
"congratulations you got x number of hits." That's like being told by
publishers clearing house that you are a finalist in one of their drawings.
The focus is getting clicks from viable prospects. I agree that a weekly
review can be more productive than a monthly review but that also depends on
the company and other factors- like its sales cycle, for an example. Often
you can not draw reliable conclusions in a week. A good campaign will take
this into consideration and be incorporated in the evaluation of the
campaign.
This can become a very long discussion and that is ok because there is a lot
to putting together a good campaign. We haven't even begun to discuss reach
and frequency, branding etc...
In general, I would advise anyone looking to do an online campaign to choose
they're help carefully. Why?
1. Too often, way too often, I hear about companies that hired an SEO or an
online marketing company and all they got was a lot of techno babble and not
a lot of productive help.
2. PPC campaigns that generated clicks-- but little revenue without any
explanation or corrective strategy to move forward with.
3. Any online campaign will only be as good as the quality of the work and
the attention to detail that went into it.
4. There are no pat answers or strategies, no one-size fits all. Companies
and markets should get individual attention.
Well I hope this helps. Good thread.
All the best,
Steve
Received on Tue Jul 08 2003 - 08:45:34 CDT
