When Will My Ads Start Working?
Few business owners advertise long enough to see the results of their investment. They’ll pull up the seed and throw it to the side. Nothing ever grows! And that’s a good thing for you.
We discuss considerations in calculating lifetime customer value, how you can maximize it, and how to be sure you don’t go broke waiting for that customer to come back.
A business owner says "I want to show up when someone is looking for a plumber. Shouldn’t we use the “near me” expression because it’s up 500%?" But aggregators that sell leads are dominating the SEO and PPC wars.
The balance between relational brand-building vs. getting the immediate sale has confused businesses and thrown marketers into battle positions. My spies on the inside tell me both sides are holding out on you.
Roy H. Williams says, "Advertising is a tax we pay for not being remarkable." Dixon melons are sliced into juicy, axiom-proving-bites. Besides their remarkable taste, Dixon melons are available only for a limited time in small quantities.
You can decide to target: People who are regularly in your targeted location (i.e., they work or live in that area) People searching in that area, or People that are just in or show interest in that area.
For example, let’s say that, through targeted media, I could reach 10 of my ideal, target customers for $10 a piece. Or, I could reach 100 customers for $1 a piece, but only 20% of them would be my ideal customer.
Whatever you’re paying per click, it’s extortionately, shockingly too much. No use arguing about it; let’s just do the math together.
There’s a lot to like about Google Pay-Per-Click advertising. And also a lot to hate about the “Pay-Per-Crack” treadmill...
When budgeting long-term for marketing, you can save yourself a lot of money by buying in bulk or buying in advance.
So many local TV ads end up being “talking head radio,” showing the business owner usually doing a “yell and sell” approach.