The Miracle of Yufen Nuben
or
Why Pay Per Click is (Almost) Always a Waste of Money

You sell stuff. Let’s use an example, say – ice cream. And you want to advertise on the internet.

To help you understand why Pay Per Click advertising is almost always a waste of money, I will simplify the world of ice cream.

Assume there are only 2 flavors of ice cream in the world:

  1. Vanilla
  2. An utterly unique flavor nobody but you would even think about offering to the public. You call that flavor Yufen Nuben.

Now, everyone who sells ice cream bids on variants of 2 keywords: ice cream and vanilla.

That means there’s a lot of traffic for those keywords.

That means the cost per click for those keywords is high.

That means even if your ad happens to be the one the searcher clicks on, you still must convince the searcher to buy the vanilla ice cream they want from you.

Why?

Because they weren’t searching for you; they were searching for vanilla ice cream.

How many of those clicks can you convert to sales?

(Important Metric: Cost-Per-Conversion. Remember, Google sells clicks. You sell ice cream. Getting a click means money for Google. But it doesn’t become money for you until you convert that click into a sale.)

So What’s This Yufen Nuben Thing?

On the other hand, no one but you bids on the keyword Yufen Nuben.

Therefore, the cost per click is a fraction of the cost for those other keywords.

Sure, the traffic for Yufen Nuben is much lower than the traffic for the other keywords.

However – and this is the key – it means the searchers who clicked on your keyword were looking for you. They may not have known they were looking for you. But the only place that sells Yufen Nuben is your place.

Once they reach your website, you don’t have to convince them that your brand of Yufen Nuben is best. Since yours is the only ice cream shoppe that sells Yufen Nuben, and since they were searching for that flavor, your chances of converting that click into a sale are very, very good.

Your Cost-Per-Conversion for the keyword Yufen Nuben is going to be a fraction of the cost for the generic keywords.

“But Jack,” you may protest. “I don’t have something utterly unique to sell. How can I compete with everyone else?”

That’s where you are mistaken, Young Jedi.

It is You Who is Unique

You are utterly unique. There is no one like you in the world.

You must tell your own story to the world.

Tell it in such a way that people feel like they know you.

Tell it in such a way that they know they like you.

Tell it in such a way that when time comes for them to search for That Thing You Sell, it is you they search for, not the product category.

In other words, to succeed with PPC, don’t waste money fighting to outbid people who aren’t looking for you.

Instead, bid on those keywords that are unique to you and your business.

Need help telling your story to the world, well… That’s why we’re here at the Wizard of Ads.

Drop me a line. We can help.

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