People That Don’t Click on Google Ads
Renaissance Club member Stephen Pam sent me a link to Seth Godin’s blog saying that most of the clicks for ads online come from only 16% of Internet users.
My friend and marketing genius Paul Colligan was at Google talking to one of the people in the AdWords department. He said, “What’s it like selling ads that everybody says they never respond to?” The guy replied, “Paul, you don’t know how true those words are.”
A lot of people click on Google ads and don’t even know they’re ads. Many people somehow believe that they’re not affected by advertising.
Some people will never click on Google ads and that’s OK. Some people (myself for example) have never bought a single thing from an infomercial. But infomercials still work.
80/20 says 80% of the clicks come from 20% of the people out there searching. You might think your audience is 100 million people but it’s really 10 million.
80/20 also says, most of the money to be made is in that 10 million people. Get the message right and they’ll open their wallets.
Common sense says: There’s other fish in other ponds too. Google is the 800 pound gorilla but it’s NOT the only game in town. Google is a fabulous place to get your message right – especially since the toughest competition is right there next to you.
But a message that works on Google works elsewhere too. The sensational title of Tim Ferris’s New York Times bestseller “The 4 Hour Work Week” came from cheap tests on Google ads.
At my Maui seminar March 1-3, we’re going to dive into the deep end of the pool with the most advanced AdWords strategies the world has ever seen. I am not kidding. 2 days with the world’s top experts, including private, closed-door “show and tell sessions” with the other attendees. Much of this has never been seen or discussed in any book, e-book, seminar or teleseminar.
We’re also spending one full day – a third of the summit – on NON-Google paid traffic sources. An expose of Facebook Pay Per Click like no one has ever seen before. Jonathan Mizel on media buys – banners, popups, popunders. Ad networks only agencies and seasoned direct marketers know about.
One more cool story:
Just today I talked to a personal AdWords coaching member who’s in the travel industry. The location he’s in has been hit VERY hard by the recession. Properties in his area are going bankrupt left and right.
He’s having a RECORD year. Absolutely mopping up.
Why?
Because: He’s creating packages that deliver total experiences rather than pieces-parts of vacations… and he’s telling stories, not just selling rentals.
He’s using Google ads to perfect both his storytelling and the bundling of offers.
Life is sweet for those who put the big picture together and deliver pleasurable experiences to customers.
Join me March 1-3 in lush, verdant, tropical Maui: http://perrymarshall.com/maui. I promise it’ll be a pleasurable, total experience for you – and that your business story will transform because you came.
Perry
About the Author
Entrepreneur Magazine says: "Perry Marshall is the #1 author and world's most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in Adwords stupidity tax."
He is referenced across the Internet and by The Washington Post, USA Today, and the Chicago Tribune.
Last 5 Posts by Perry
Bookmark, Share, and Receive Updates...
or email.
It’s interesting to that you say that you don’t buy from infomercials, but know that they still work. I’ve heard from a lot of people who won’t click on Google Ads and as a result believe that no-one else will, either. Luckily, the 80/20 rule means that Google Ads is still a hugely successful tool.
I used to be one of those people who would never buy from an infomercial – thinking they’re inferior overpriced garbage, not a legitimate, and sometimes life changing product.
I also was one to refuse to click on an ad. I can’t say that now. However, as a marketer I will click on ads for research to see what others are doing…. and yes, occasionally just because I might be interested in what the ad is about.
The 80/20 rule is still valid, but what you don’t realize is there ARE people who will become converts and go to the other side now and then
Perry,
Talking of different clickstreams from Google I think that you’d be very interested in something that we’ve been doing over the last few months and is just being featured on the UK’s largest news website starting Sat 19th Dec.
We’ve made a flash applet that pulls up a stream of products from affiliate product streams and basically uses Taguchi to see which products and display parameters to show what sells most.
Two of the top media/newspapers groups are are willing to give several million bucks a month advertising space if we can get this to work, so I thought that you might find this interesting.
If you have a UK IP address and a display over 1140px you can see the trial on
http://www.telegraph.co.uk/travel/
http://www.telegraph.co.uk/fashion/
(right scrolling column)
Otherwise you can see the demo on http://my-shopping-channel.com/demo/telegraph/
If you’ve got any consulting blocks or anything like that in the immediate future I’d be very keen to talk to you about making sure the trial works!
Thanks
Mark
Mark,
Very interesting concept. I’d love to hear how it works. If you need consulting time you can schedule that at http://www.perrymarshall.com/services
Just to let you know that the trial worked beautifully improving ctr from 0.2% up to 2.6% and clicks converting from 0.7% to 9.8% and nicely exceeded our projections. A lot of the best sellers are highly counter-intuitive. I was able to solve many of the issues by asking “WWPD” so you were able to help!
It does need a lot of traffic to identify and test ctr/conversions for each product thought which execs are finding it difficult to understand. Our patent guys are finally getting up to speed too which is important in this (shades of your experts newsletter).
Congratulations Mark!
Whenever anyone has said to me that they don’t click on those ads on google (and by inference, they don’t think anyone else does either), I simply ask the question “So, if that’s the case, how do you think Google made $xx BILLION last year???”
It tends to shut them up pretty quickly when they realise that perhaps – just possibly – maybe – they might be wrong about the “other people” opinion…
Hey, btw Perry, my new employer used to be Google’s biggest spending advertiser in the world 3-4 yrs ago ($2 Million a MONTH in ad spend!!!). Now I’m his in-house AdWords expert (thanks to your products I’ve brought & learned from over the years).
I’d LOVE to come to your Maui Summit – I’ll broach the subject with him and see if he’ll help out with some pocket change
Thanks Perry. Have a great Christmas!
That’s really how advertising should work:) I mean, you should see something, like it then click it. Not click it thinking that its part of an article then later on be brought to a page that has absolutely no link to the article you are reading.