Archive for the ‘Pay Per Click’ Category

Our consultants talk with hundreds of businesses each year who ask our advice about buying Google Adwords versus optimising their sites for free organic listings. Lets face it, Google dominates the search landscape both here in New Zealand and Australia.

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Here’s a question for you, “If one of our greedy little banks offered a deal on one dollar coins for fifty cents, how many would you buy?”

Most normal people would say, “I’ll take the lot”, right?

Why then do companies have an advertising budget?

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My article in November spoke of a large Retailer resisting the common sense approach to investing more on their website instead of classical advertising mediums (i.e. Print, Radio).

Every time I have another example of a large prominent New Zealand Brand and/or Retailer exhibiting resistance and/or ignorance to growing focus in their online channel, I will document their story under the title of ”Lead a horse to water”.

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Very recently we had a very popular Retailer come to the Exceed offices to discuss pay per click.  We discussed the average cost per click of typical keywords.  We then defined potential revenue based on the current performance of their website and clearly defined all the benefits and opportunity associated with a pay per click strategy (landing pages, quality score etc…).  As soon as we finished, one of the owners of the Retail chain began to explain the extremely tight margins along with the huge overheads to manage the business.

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