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CEO’s Who Don’t Understand Search Rant…
By Los Angeles Internet Marketing | June 30, 2007
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Wow… today was a crazy day. I am the “online marketing specialist”. Typically, I get orders of stuff to do, and I just do them. I don’t get into meetings with the CEO and make decisions. Hey, I’m happy that way, it frees me from responsibility.
Well, today I got invited into a meeting, where our department got chewed. Now, it wasn’t really our department. It was my boss- the VP of marketing, that the CEO was frustrated with.
The CEO was getting into “action” mode, where he was looking for an answer. He wants to know why we aren’t number one on the search engines - even though we are not willing to increase our budget. “No excuses, why can’t we dominate the search engines anymore?”
“maybe our main competitor Infousa is in cahoots with Google?”. To be honest, knowing Google, I don’t think that they care enough for that type of money. But how the heck can you expect to dominate if you won’t shell out the cash?
So for all CEO’s out there… Number one: You don’t want to mess with the PPC unless you are really willing to get an education.
Number Two: The name of the game has changed. PPC has gone mainstream - and companies that have the deep pockets will win the war.
Number Three: There is a way to win smarter without as much money - but only if you have the methodology and the manpower. This means; making sure your PPC Team has all of the education in the industry. That means sending them to tradeshows, sending them to private trainings with PPC “Gurus”, especially if they are focusing on SEO as well as SEM.
Number Four: Instead of overworking your people, and getting “outside experts” to “assist” you in decision making, why don’t you go to your own PPC team, and ask them what they think? Don’t intimidate them - be ready to learn. Is it worth being number one on Google or Yahoo? What are your test results?
What do you think are the trends in Online marketing? Where should we be going next? What can I do better? What can you do better? What can we do better?
As a final thought… If you are looking at budgeting your online marketing, you may want to consider a totally different method of calculation. Why don’t we take a lesson from the Lead Generation and affiliate market. They don’t look at set budgets, they look at ROI. They will gladly spend $1,000,000 a month - if they are making 200% ROI.
So get involved. Figure out how much a lead is worth to you. How much of that value are you willing to give away to get a lead? Don’t budget yourself based on how much, budget yourself based on ROI. This is how the affiliate world does it - and the people that do it right are raking it in.
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Topics: CEO's Lessons, Pay Per Click Advice, Search Engine Marketing |
September 12th, 2007 at 6:10 pm
[…] CEO’s Who Don’t Understand Search Rant… […]