It’s Not All About Clicks

Just send me as many clicks as possible please.
In the world of advertising we would better serve our needs by asking for more buyers not clicks.
Before the coalition of pay-per click promoters starts to light their torches and lift their pitchforks allow me to clarify. There are many pay-per click platforms that work well and provide response. That said, the fact remains just as many offer limited response with a seemingly endless supply of clicks. If those clicks don’t convert then what are they? Worthless.

In reality most advertisers have difficulty measuring conversion so they simply settle for measuring clicks. Over time they become very comfortable with their charge per click calculators losing sight of the real goal, finding traffic that will convert into a buyer.

There is hope. Measuring conversions is not rocket science. Most suppliers are presented with an opportunity to do just that every time they make a sale. If buyers order from you online require that they let you know where they found you. When speaking with buyers over the phone ask the same question. You now have two great ways to measure results. Ask and they will answer. Fail to do so and you are giving up a valuable resource. Direct confirmation of where your response is coming.

Why not just seek out avenues that offer the most clicks? In a perfect world your advertising campaigns would focus on your specific target market at all times. Your clicks would then truly become productive and provide for the most qualified response. In reality, your clicks may be coming from a distant hyper link placed in an obscure blog post somewhere. That blog may have nothing at all to do with your product market or buyers. The link is there regardless simply to create more clicks. Now imagine thousands of those obscure hyper links placed anywhere and everywhere…..Are you measuring? Well then you should be happy, you just got a click right? It’s worthless.
At the end of the day 1 click that converts is worth more than 10,000 that won’t. If I tried to sell you that 1 conversion versus the 10,000 you would think me crazy, it would however have been the better choice. Quality traffic NOT quantity traffic is always the best fuel for any marketing campaign. Be careful not to calculate yourself into being blind to the goal.