Stupid Google Adwords Tricks
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.
CEO & Founder
Ian Lurie is CEO and founder of Portent Inc. He’s recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch.
Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle.