On Google, a cost of 1(!) click for a word “startup” in my geographical preference is $10.
No, this is not a typo it is $10, yes, American, yes, dollars.
This means that if I needed to launch a test version of my marketing campaign in my niche and run it for 1,000 clicks (as I used to back in the days when a click didn’t cost nearly as much), I will have to spend $10,000, yes, American, yes dollars.
Let’s let it sink in: that’s probably enough money to jumpstart a brand new business.
If you are, let’s say legalzoom.com (sorry, guys, for spending your hard earned $10 on frivolous research) that looks to capitalize on incorporating startups, $10 (may) make sense (I cannot tell for sure, since I don’t know their sales funnel). But one thing I can tell for sure, is that a company trying to promote any product for which it will receive less than $10 is,well, out of luck.
How High Does The Cost Per Click Go?
So how high does Google’s price per click go? According to a recent article on wordstream.com it goes as high as $54.91 (for insurance related keywords). The lowest cost per click on their Top 20 list is for the word “cord blood” at $27.80, which makes my “lousy” $10 per click seem almost laughable.
Below is the infographic chart you can find on wordstream’s website.
Now Let’s Take a Look At The Top 4 Most Horrific Places Where Your Clicks May End Up
Yes, of course your Google clicks may end in the right hands clicking on your link moments before reaching for their very special American Express Black card and become your customers. That’s the ideal scenario and yes it can happen. Very often, however, it is far from being the case.
#1. I’ll admit, my heart skips a beat every time I see a 3 year old chasing a digital frog on a free app (with AdWords’ clickable ads at the bottom) her Daddy downloaded last night onto her tablet. Sometimes she catches a frog. Sometimes she catches an ad costing an advertiser more and more of his marketing dollars.
To a little girl clicking on an ad is a minor disturbance in a fun game. To you, it may be a cost of a long awaited pizza dinner after hours of work. Now, imagine not one, but thousands of those little cute 3 year old kids with their cute 3 year old hands clicking your business all the way into the ground, one $54.91 click at a time. Insert a track to your favorite horror movie music and fade into black.
#2. Let’s think of those “Top 20,” or “Top 30” anything lists i.e. (Top “Photoshop Fails” and the like), where in order to move to the next “Photoshop fail” you have to click on a tiny arrow, surrounded by Google ads. While someone accidentally clicks on a link and quickly backs out of it, to you it may be another $10 dollar expense you simply cannot afford.
#3. Your 2 year old decides to spend Saturday watching funny kittens on YouTube. Non-stop. No one has taught him how to skip or how to not click on ads. Thus, in a matter of just a couple of hours he “earned” $100s of dollars for Google while costing you as an owner more and more resources.
#4. AdSense scams. While Google claimed at some point that they are looking into the problem, but I do, personally, believe that AdWord scams are out in full force. This happens when a person who signs up for AdSense clicks away on ads AdSense places on his/her websites.
Fine. Some of it, of course is an exaggeration. The 3 year olds, the no-good fraudsters that click their way into riches at your own expense, it may all not be as bad, but the question remains: at what point the risk associated with paid advertisement outweigh the returns?
Content Marketing vs. Pay-Per-Click Marketing
This weekend Google “suggested” I spend $2.75 per click for keyword “fashion” for my clothing startup. I said sure, let’s give this another shot. AdWords gives me a pretty good data on traffic I get to my site and that’s great. And yet, when it came down to what mattered most, i.e. signups, the outcome was very much comparable to what our Twitter account brought to us just one week ago for exactly $0.
Yes, of course, you may say that I am not providing you with enough data and that, of course, the number of users I added with Twitter last week ultimately reflected the amount of followers on my specific Twitter account. Sure. But this goes beyond the point I will attempt to make here.
Content Marketing + Social Media Clicks vs. Paid Clicks
It is year 2015 and pay-per-click by large search engines become less and less affordable, while their clicks become more and more questionable. Google’s 35 allowable letters for $1-$54 per click in 2015 cannot compare with Twitter’s 140 letters for $0. The idea that your Google dollars can go to a click-happy toddler with no interest in your product may seem to be okay at $.10 per click as it was in the good ol’ days. At $10 per click, it is no longer reasonable. And just like 10 years ago, when it took everyone to realize that Google was a much more profitable model over, let’s say Excite or Yahoo when it came to ROI, today everything looks completely different and paid clicks today gradually become what billboards became to businesses 10 years ago – an exceedingly losing proposition.
An Exceedingly Winning Proposition: Building Your Own Superior Resource of Niche-Specific Valuable Information via a Niche-Specific Blog, One User at a Time
Google didn’t have AdWords to market itself. It built its customer/user base one visitor at a time, by providing a superior product.
Back in the early 2000s Google won everyone over by being an efficient “content broker” and a hub for all things valuable on the internet. It was better than Yahoo, Excite, HotBot and whatever else we were using back in the days as a search engine. It re-defined the internet by giving us what we wanted when we wanted instantaneously though its unique algorithm of prioritizing more popular websites over less popular ones. It made sense. The AdSense.
However it is 2015 and users are going more and more beyond popular and into a content that is more and more useful within a specific niche. For example, a particular piece of information may be extremely useful, but not particularly popular outside of its niche and, as a result, Google will not make it readily available on its search pages.
Users Looking For More Useful Content Tend To Find It Outside of Search Engine Results
Today, the technology allows us to exceedingly do away with various non-niche “content brokers” and non-niche resources (i.e. big name search engines). In the past decade or so, we’ve all learned our way around the internet and we now tend to hangout on what I would like to call “tribal platforms,” i.e. twitters, wordpress blogs, and various quality online communities we have learned to love and enjoy. It is those “tribal” blogs, sites and platforms that are gradually taking more and more bites out of Google’s main function of a superior “content broker.”
There lies and opportunity for all of us.
Today, using blogs and community-based platform we have the ability to “build tribes” of like-minded individuals, one user, one fan at a time using WordPress or whatever other content hosting platform of your choosing. Today, anyone can, if you will, become an efficient content hub, as well as content “broker” with a website or a blog that can provide exceedingly more useful (not just more popular) content for its visitors within a specific niche.
If you are reading this post today, chances are you came here either from another blog, a social media post, or any number of other tribal platforms that have nothing to do with a typical search engine as we know it. Those “mini-content-broker” blogs and social platforms are here to stay for many years to come and I see the advertisers in a very near future moving away from search engines and into individual blogs and social communities within targeted niches.
High volume, high quality blogs in a specific “niche” do not have to pay a penny to search engines and at the same time charge thousands of dollars for ads and blogposts as their audience within their niche keeps expanding independent of any non-niche search engines.
One user, one fan, one blog subscriber at a time. This means that if you woke up this morning thinking that the 1 blog fan you gained on your company’s blog (after spending 2 nights putting together a useful article) is not worth the effort, think again. This is the future.
Authentic Spin, Author
YoloStartup.com Project Founder