Ian Lurie // Aug 30 2005
Yup, it’s ranting time. Why are the biggest online players the worst online marketers? I don’t know the ‘why’ but I can sure prove the ‘what’. Here’s a story of Yahoo and GoDaddy wasting pay-per-click dollars like they owned their own mint. It’s also a great story of what not to do.
Do they sell .ca domains? Nope. They’re spending about $4.00-6.00 per click, and $30-50/day (I checked) to get clicks for a product they don’t even sell.
May not sound like much, but over a year that’s $11,000. For $11,000 you could carry on a campaign on four or five second-tier pay-per-click engines, take out a targeted banner ad, or fly to three or four trade shows to talk up your services.
Mr. Yahoo marketing exec, Ms. GoDaddy marketing exec, don’t listen to the defensive stammer of your online marketing manager when they try to explain this. There is no explanation.
Don’t advertise for a product you don’t sell. It’s the oldest rule of marketing. Break that rule on the Internet and you’re burning money you can use other ways.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More