“Show me the money!�
“Show me the money!�, that’s what a client said to me the other day. If I could make a good business case for the changes I proposed to his website, he would find the money, never mind what the investment had to be. How often I’ve wished we had more clients like him, I guess you can imagine…
Why are companies still investing in large print advertising campaigns, which they can’t measure the benefits from? After all, for the price of just a few of those ads, they can have their complete site optimized and ranking well, generating huge amounts of traffic (and thus revenue).
One of the major benefits of search engine optimization and search engine advertising is the fact that you can measure everything, if you choose the right tools. You can calculate your cost per conversion (the CPC of the future!) every single day. You can see the effects of the order form you changed on your conversion ratio, and don’t have to guess as to what they are.
Because you can create this data, if you have done so, you can quite reliably predict the extra earnings for the changes you want to make. You can run a test on a small sample group, see what happens, and if it works and you’ve set up your tests right, you can tell your client exactly what the business case for this new investment is.
So that’s what I’ll do now as well: I’ll show him the money!
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Cats: SEO Tags: Online Marketing
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That's the attitude! Go get 'em tiger!
Hehe, thx Heather ;)
"I'd like to spent 500k on a shitty print campaign which had a 'reach' of 23%. Although I didn't actually sell anything, it sure was good for branding!"
It's almost as stupid as paying $80 CPM... or back in the days, when they payed pay per view ;)