Steven Brown

Technology has come a long way since “e-commerce” first became a buzz word, but most businesses are finding it hard to take advantage of all the features on offer. It can be easy to be caught up in all the hype and try to go all out in the hope of boundless rewards. The truth is, most online business ventures will not result in millions of dollars and untold growth.
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Recently I was having a discussion with a client about the best way to approach their Adwords marketing campaign. While I continue to hear talk of CTR and CPC and Cost Per Conversion I cannot help but think it’s all a load of woop-de-doo. While statistics can be helpful in assessing how successful certain words are, I believe the core of your Adwords campaign needs to be based on sound marketing principles.
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On the 23rd of May I recommended that a client add a facility to their site to distribute their promotional DVD. Visitors should be able to request the DVD and have it delivered to them, all for free. We also would make the DVD available for viewing on the web in a smaller, compressed format.

Fortunately the client had been smart in putting together a well produced DVD with a good quality label and cardboard envelope packaging. The DVD looked smart and it was free for the visitor.

While the website grew to average an order a day ($200-$1000 orders), I do not know how many phone orders were being received, but I knew they were getting busy.
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