To pay or not to pay
It's that time again..Christmas shopping...by far our best season, and it's fast and furious. Once again we have to decide to pay the engines or not. Last year we spent as much as we made. I read all of the literature from the engines on writing effective ads, and using the most specific keywords when using Overture and Google, but in our particular market, the clicks get up to 99 cents per click!
This year we aren't going to do it, and here's why: On almost every relevant search we are on page one organically. Is it crucial to be the very first on the page? Exactly how crucial is it really? My gut tells me that people comparatively shop....I do. And sometimes I get myself to the second or third page of Google looking for what I need.
This year we are going to test our theory, and see how we do. We haven't paid the engines since about February or March. I'm sure in some markets you are foolish to not pay them. However, our conversion rate was pitiful. And it just became so stressful to see that money fly out of our hands. I'm not saying I'm not nervous about it. Our business has grown a lot this year, and we have a lot more in our store to convert people to the purchase, but I'm still not conviced it's right.
So far we are doing quite well. Keep your fingers crossed for us! I think we are making the right choice.
