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Originally Posted by martinlatanet
Like all other Overture subscribers I placed x dollars on deposit with their firm. Within my industry, log home building, I selected my key words and agreed to pay $0.10 per click through. This month I was notified that Overture had a $20 per minimum and that were deducting $17 and change from my account. This means we had about 26 visitors who used Overture to click through to our web site and we paid $17.40 for those that do not click through. We were ranked #22 on Overture.
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Rank 22, and your wondering why you didn't get any click-throughs? There is the problem. You wanted to pay .10 a click and you wanted the world for it. Overture works; but you have to be willing to play the game. Just like Google Adwords, you have to drill down to the specific search terms you want, make sure they are being used, then take the marketing risk of paying for the top placements.
And you need to know marketing, not
SEO to understand how to use Search Engines. It is $20 minimum a month. You had 26 visitors which is equal to .77 per click. That is your ROI for that investment. Now instead of .10 a click at rank 22, where could you rank at .77 per click? Probably a lot higher. If you are going to market, then market smart. Don't blame the tool, blame the user.
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Being in the top ten and getting click-throughs does not guarantee business for many businesses on the Internet today. Purchasing a log home is not an impulse decision.
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Go and pay $2500 USD on a half page Yellow Pages ad. Is that a good investment when 78% of the population own computers and use them to look for local businesses instead of the yellow pages? No. What about printing up a couple thousand FSI's for newspaper inserts when 63% of them never get read? Every marketing venture is a crap shoot. There is no definitive plan or strategy that will make you soar above your competition. It is all based on what you market and who you are marketing too.
Again, for posterity: Don't blame the tool, blame the person using it…