Publicity and Ads; High scalability low effectivity
Ads are generic messages which we launch into advertising-saturated channels to visitors who are usually interested in something else.
Thus you shouldn’t expect much from them but it is still the only way for many when thinking about getting customers.
The channel is saturated
Exposure to advertisements in any medium is a proverbial avalanche and the more there exists the more difficult it is to stand out, attract, or simply communicate your message, which was after all the primary goal of you spending your money on advertising.
The message is generally out of tune
Synthesizing the value propositions of your products or even the whole company into a sentence or two is not only a difficult exercise, but it will be by definition generic, less intimate, and largely less convincing.
Finally, the medium is out of focus,
because we have developed what is called selective blindness, and most users do not see the ad they have directly in front of them.
If you have to reach millions of public consumers in a B2C environment, this is the field of play that you will have to deal with. In B2B, however, exist other possibilities.
In B2B, however, exist other possibilities.
For starters, it is critical to maximizing the relevance of the message. This means we’ll be talking about segmenting your target. The more you individualize, the better.
And the great thing is that digital marketing allows you to do it, with varying degrees of granularity.
You can segment by demographic criteria, by topics of interest based on keywords, and even by biographical profiles or titles.
But I had to have a “but” and that “but” comes in the form of $ ..you have to have a very powerful budget.
The average cost per click on Google is about $2-3, meaning that if you have keywords that others want you will have to pay more.
In the technology sector, everything that has to do with Cloud, Mobility, IoT is very competitive and if you have the “good” fortune to sell something that has to do with mortgages, insurance, loans, or basically anything within the banking sector, you will pay almost $50 per click.
Whatever they are, whoever they are, target or not, clicked by mistake or not.
The subject of how many clicks or visits you need for a sale depends on what you sell, but it is clear that this is a game that requires very deep pockets, especially if you play in a sector where there are companies that have those deep pockets.
The average SME spends about $10,000 a month on AdWords, or about $100,000+ a year ( according to google). The big retailers about $50 million a year. It is what makes Google the richest internet company.
If you use networks like LinkedIn you can segment by title but you’ll pay a minimum of $2.75 and it escalates quickly from there. If you use promoted content, on average it starts at $7.75 and the promoted updates solutions starts at several thousand a month in cost ( require to commit a minimun 7000€ a month last time i ckecked)
Of course, there are advertising networks with much lower costs. All of those networks of “related news” that show suggestive photos and flashy headlines in order to combat the blindness effect we discussed earlier. They offer lower costs (get ready, here’s another “but”) but their click rates are in the region of 0.00x%.
They’re often sold in cost per thousand impressions, which could make you think that it does not matter if they charge per click, but in B2B your market is quite smaller that B2C and often just niche which makes it most likely not an option.
It is also very “forced” traffic, which is to say that clicks arrive under less than honorable conditions. And what does unskilled traffic serve you? It’s called Bounce Rate – rebounds or noise in your metrics.
This makes it all rather unsustainable to buy traffic, and that is the reason why you hear the expression “you have to earn it”. That is, you earn it by attracting people with something of interest to them. That is content marketing and inbound which we will discuss later.
What matters is that somehow there is an exposition of our value proposition to someone likely to be interested. Interest, and therefore qualification, can arrive far better dressed for the occasion after someone has read a piece of content, attended an event, or reacted to content, then when it’s simply a mere click on a picture or headline.
In conclusion, if you are a startup or a mid-size company that competes with multinationals, do not plan on advertising with your budget.
The objective that your target audience has exposure to your proposal can be achieve in other ways much more optimally from an economic perspective. We’ll talk about how to do that in Chapter 5.