August 9 Question: Your CFO wants you to discontinue your paid search program because she believes that customers will simply leverage natural search instead, saving the company a ton of cash. Your CFO cites a report from Woodside Research suggesting that 70% of clicks will still happen if paid search is discontinued. How do you respond to her request?
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Late Stage File Power Issues
Companies in the "late stages" of brand life invariably try to squeeze more value out of a customer file via loyalty initiatives ...
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Say you manage a paid search program. Last month you spent $100,000 and the following happened. Cost = $100,000. Clicks = 200,000. Co...
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Two weeks ago I ran a poll on Twitter, asking if users calculated the profitability of their marketing efforts. 32% said "no"...
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Yeah, that's a lousy picture. Too bad. Today is essay day. If you don't want to read something long, stop here. I spend a...
Great, let's give it go. Start with a small sample first / range of search terms and see what happens to those after a period of time. If that's successful then continue to expand in increments. Nothing ventured nothing gained!
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