A new PPC marketing engine ethos?
These days, when you pay for CPC traffic, you set a bid for the click, and the advertising engine, using a bunch of wild and whacky factors, awards the click to whoever’s bid is the highest.
That bid is only partly a monetry value for Google. Some of it is Quality Score – which is Google’s interpretation of how valuable your site is for the person who might click. Other engines are squeezing themselves into this model too, lately.
But, as a CPC marketer, do I care about the value to the visitor? No, I care about the value to me. I want to get the best quality visitors, because they will make me the most money.
The whole CPC model can be approached from the other side – that is, awarding the click to the advertiser who will get the most value from the click.
How can this be done?
Well, for starters, I can put it another way: I would pay more for visitors who are more valuable to me.
How can this be measured?
It seems the most classical way to describe visitor value is by directly linking it with revenue produced by this visitor. That is, if he clicked, did he then go on to convert, and if so, for how much revenue?
How do I get more money?
What if the CPC engine understood that some of your traffic converted, and other traffic didn’t – then reduced the cost of the non-converting traffic, increased the cost of the converted traffic, and meanwhile adjusted their targetting system to maximize the amount of conveting traffic, and minimize the amount of non-converting traffic?
Such technology is already in use. With Google? No.. Bing? No…
In fact, none of the major search engines are using such technology.
So who is?
Well, look towards the largest affiliate neworks and you’ll find an answer.
