« Surfing Innovation. Cool, Dude. | Main | ComScore Internet 2007 Report Released »
February 3, 2008
Irrational Exuberance Redux
I was looking at the cost-per-click for some B2B categories the other day..."data center" top position was running over $20.00.
Huh? Maybe I don't get it, but this is a "click" folks. I do agree that SEM is a powerful and necessary tool, but paying that high a number on a general term seems over the top, especially based on what the click-thru links were on some of the top sites.
Some thoughts:
- If you are going to pay a high click value, make the landing page really relevant and highly actionable. Content is king and the reader better know exactly why you brought them to your site within 3 seconds
- Evaluate your broad marketing strategy. While SEM is targeted and "laser-like", it remains only one part of a broader strategy. Over-reliance on any one part of a solid marketing campaign can lead to expensive disappointment.
Repeat after me...content is king. If you aren't ready to pay off a SEM click with good content, there are probably cheaper methods for generating broad awareness on a CPM basis.
It remains amazing, but not surprising, how history repeats itself when marketers hear about a new technique that will deliver the "mother-of-all-lead-generation-programs."
Posted by jcioban at February 3, 2008 11:36 AM
Trackback Pings
TrackBack URL for this entry:
http://www.freshsqueezedmarketing.com/cgi-bin/mt-tb.cgi/75.
