The verification issue may also have an increasing impact on how advertisers (in this sector at least) value ppc advertising. With capital equipment advertisers regularly paying $1 a click on Google and applying a reasonable 5% conversion rate (visitor to enquiry), leads are costing $20 a piece. No advertiser will spend $20 a piece on leads like the one illustrated in my previous post. Not for long anyway.
Henry Blodget suggests there may be some advertisers who have already done the math.
We’ve quickly realised that our verification process is a valuable add-on for our advertisers, especially larger dealers who receive multiple enquiries from different advertising sources. The ability to focus resources on the most promising leads is a considerable benefit.
Comments