Click Packs: 5 Reasons They Suck!
I personally consider Click Packages like my archenemies, kind of like Batman's Joker, honestly selling Click Packages seems to me from Prehistory.
Click packages are one of the most basic ways to sell the Google Adwords advertising campaign service and they had their heyday when no one knew for sure how the service should be offered or how Internet advertising works.
While it is still a profitable business model for many agencies and freelancers, and it is indeed a business model. VERY profitable, not the best for the customer.
That's why I present 5 Reasons Click Packs Suck:
1) One Click is worth nothing
A Click by itself does not mean or is worth anything, what really matters is the quality of the traffic it provides and the specific actions that users then take once they are within the company's website (contacts by form, purchases online, including phone calls, etc.).
Selling a fixed number of clicks at a certain cost, as if it were kilos of bread, has no place in a world where all actions can be measured to the millimeter to improve a customer's return on investment.
Buying advertising in a self-managed medium such as Google Adwords has no merit and if it is about getting a certain volume of clicks, I am sure that even your own client reading an Adwords manual for 5 minutes can do it on their own.
Data analysis and the focus on optimizing results through experimentation and optimization techniques should be prioritized and valued rather than a fixed number of clicks.
100 good quality visitors are worth more than 1,000,000 visitors with little or no interest in the product / service offered.
2) It is impossible to charge the same per Click to all customers
Each search result is a world in itself, the cost per click that for some clients would be the last straw, for other clients it is the most natural thing in the world.
The actual cost per click is primarily determined by the current competition for the given search, so offering the same cost per click to a customer who sells dog clothes and to a customer who works in aesthetic medicine is CRAZY.
I can think of several ways in which this difference in costs per click could be leveled so that the agency or professional continues to maintain an interesting profit margin, but none of the options is good for the client and they even deserve their own article in the future .
Click Packages are not transparent with the customer at any time.
3) I would sincerely distrust the level of knowledge of the professional
I don't want to sound arrogant and I'm not trying to compare myself to MacGyver, but I would honestly mistrust the level of knowledge that a professional who offers the click package service possesses.
The options and tools that we have today to optimize campaigns and take better advantage of traffic were not available nor did we imagine them more than a year ago.
If your biggest concern is the fixed number of clicks that you are going to give your client and your entire knowledge horizon is reduced to achieving that end, something is definitely wrong.
4) Agency / professional goals are misaligned with client goals
I have to confess, when I was in a dependent relationship I had to do a couple of click packet campaigns, so I am not without sin.
The objectives between the agency / professional and the client really disagree.
On the one hand, the service provider will seek to make the most of each of its campaigns, which usually means looking for cheaper traffic sources to expand its profit margin.
And unfortunately cheaper traffic usually leads to a very significant loss in its quality and a drop in the daily volume of conversions.
On the other hand, the client wants to increase their sales and their return on investment, in the event that the client is already obtaining an interesting return on investment, they will surely want to increase the volume of daily conversions.
Sooner or later the time will come when to meet the customer's daily conversions goal, you will have to compete for the most expensive searches with the highest daily traffic flow, at which time the Click Packs system is unsustainable.
5) There are better options for both the Provider and the Customer
There are a thousand and one ways to charge the Google Adwords service that are valid and do not contradict the client's objectives, it all depends on the type of work that must be carried out and the final agreement that is reached with the client.
This topic is quite long and deserves its own article in the future, so it will not be covered in this article today.
The important thing is to work in a transparent way, without the need to hide any data from the client and that at the end of the day both parties obtain a mutual benefit from the employment relationship.
The provider benefits from the remuneration received for providing their service and the client benefits from good administration and constant optimization of their campaigns that result in a better return on their investment.
