This post discusses why we don’t care about click numbers as much as we care about conversions and why we don’t care about Google as much as we care about our client. Without giving too much away I have tried to justify the reasoning behind our thinking. To be honest we haven’t read Google’s scoring criteria on this challenge. We are in it for the client and if Google isn’t behind us for those reasons – Team Radiator has an issue with that.
Why click numbers aren’t important to us
You want to know how a radio sales representative sells his or her station? Numbers. If a rep from a radio station walks into a potential advertiser, they sell on how many people are listening to that station at that particular period. Sure there are general demographics of the listening audience (eg NOVA 18-24yo) but what happens if the client happens to sell pet food? Does the sales rep know how many people listening to their station own a dog? No – maybe estimates via small sample surveys but at the end of the day no. We want to get away from the analogy of more is better. We aren’t going to sell to the client based on the number of clicks. Thats what seperates Adwords to traditional advertising and team Radiator to the other 2000+ teams competing in this years challenge.
Relating this back to our Adwords campaign is simple. 1000 clicks a day over 500 does not necassarily mean that our client is going to sell more product – which is afterall the clients websites goal. For eg:
- On day 1 we put together a careless non targeted keyword strategy, careless budget which the client can’t measure and careless ad copy which isn’t relevant. We receive 1000 clicks for the day but only 25% of those clicks are people that are looking to buy a wetsuit online meaning 75% of overall paid traffic is wasted budget spent on nothing but an entry and exit to the website.
- On day 2 with a carefully put together strategy using the SAME budget we up the max CPC for better page position and tailor a well targeted list of keywords and ads. While we are using the same daily budget that we first agreed to use we generate only 500 clicks but out of those 500 clicks 75% are our targeted audience.
The result is that on day 2 even though we had less clicks, we sold 375 wetsuits compared to the 250 wetsuits we sold on day 1. This hypothetical situation shows that more clicks don’t equate to more conversions. You can work it out for yourself how to achieve this…….
Why conversions are important to us
Why does the client give us the opportunity to work with them? Because they trust our marketing decisions to drive more sales (conversions) through their website. We appreciate this and that is why we aren’t here to win the Google Challenge , we are here to win for the client and meet the clients objectives not Googles objectives. In having not read the competition judging criteria, I presume it is in Googles best interest that the clients win at the end of the day…..
Yes we are trying to achieve the most number of clicks out of the small allocated budget but we want to justify every click to our client not to Google. We know using this way of thinking will benefit the client AND Google in the long run because if the client wins, they are going to come back for more. We are ‘using’ a Google platform but we are ‘working’ with the client.
What do you think? Are you in this competition to win for Google or to win for your client?
radiatoronlinemarketingchallenge
Elliot Mist
Kathryn Neale
Susanti
bob78666
All i can say is “AMEN!”