Comments on: Is Money The Root Of All Evil At Google? http://intelligentppc.com/blog/2008/11/is-money-the-root-of-all-evil/?utm_source=rss&utm_medium=rss&utm_campaign=rss Learn how to do things the smart way Wed, 10 Jun 2009 10:44:21 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Michelle http://intelligentppc.com/blog/2008/11/is-money-the-root-of-all-evil/comment-page-1/#comment-22 Michelle Wed, 29 Apr 2009 15:12:37 +0000 http://intelligentppc.com/blog/2008/11/is-money-the-root-of-all-evil/#comment-22 I've been puzzled about the release of this data... maybe it's just me, but yes, to run a content network campaign correctly is almost always more cost-effective than running a search network campaign. Combine that with the fact that lead generation campaigns terrorize the content network, that also makes an "acquisition" (which is the A in CPA that they are touting) an easier thing to acquire than a SALE. Lead generation "conversions" can be something as simple as clicking on to another page or downloading a file. This particular conversion event doesn't earn the advertiser any income, and therefore is much more common in a campaign targeted to the content network, where the clicks are cheaper. That's the fiscally responsible way to advertise for lead generation or building brand name recognition. If Google's 25,000 sample accounts are even half composed of lead generation accounts, there's no mystery at all to the better CPA numbers. This is how PPC managers and internet marketers acquire leads for their clients... At the end of the day, every advertiser has to do their own homework - not take someone else's word for what is more "cost-effective." There are other things involved than just what you pay per click and how many forms you have filled out. If you don't use deep tracking and figure out which campaigns, ad groups, ads and keywords actually provide a RETURN and earn you a PROFIT, cost-effectiveness is irrelevant. Also, you don't have to put your domain name in your comments - your signature line links back to your web site. We do follow... :) I’ve been puzzled about the release of this data… maybe it’s just me, but yes, to run a content network campaign correctly is almost always more cost-effective than running a search network campaign. Combine that with the fact that lead generation campaigns terrorize the content network, that also makes an “acquisition” (which is the A in CPA that they are touting) an easier thing to acquire than a SALE.

Lead generation “conversions” can be something as simple as clicking on to another page or downloading a file. This particular conversion event doesn’t earn the advertiser any income, and therefore is much more common in a campaign targeted to the content network, where the clicks are cheaper. That’s the fiscally responsible way to advertise for lead generation or building brand name recognition. If Google’s 25,000 sample accounts are even half composed of lead generation accounts, there’s no mystery at all to the better CPA numbers. This is how PPC managers and internet marketers acquire leads for their clients…

At the end of the day, every advertiser has to do their own homework – not take someone else’s word for what is more “cost-effective.” There are other things involved than just what you pay per click and how many forms you have filled out. If you don’t use deep tracking and figure out which campaigns, ad groups, ads and keywords actually provide a RETURN and earn you a PROFIT, cost-effectiveness is irrelevant.

Also, you don’t have to put your domain name in your comments – your signature line links back to your web site. We do follow… :)

]]> By: Sarah Grant http://intelligentppc.com/blog/2008/11/is-money-the-root-of-all-evil/comment-page-1/#comment-21 Sarah Grant Tue, 28 Apr 2009 21:26:22 +0000 http://intelligentppc.com/blog/2008/11/is-money-the-root-of-all-evil/#comment-21 Here's an interesting update in the world of Google - they've just announced that their content network is more cost effective than buying search ads: http://www.ppchero.com/highlights-from-googles-content-network-cpa-whitepaper/ A good article for companies like adMarketplace.com that have been working solely off the Google/Yahoo network for years. Here’s an interesting update in the world of Google – they’ve just announced that their content network is more cost effective than buying search ads: http://www.ppchero.com/highlights-from-googles-content-network-cpa-whitepaper/

A good article for companies like adMarketplace.com that have been working solely off the Google/Yahoo network for years.

]]>