November 21, 2008

How big conservative corporations create opportunity

by Brian Turner

I read this with interest: 11% of AdWords Clicks are Wasted on Dead Pages.

While this is obviously not a “scientific study” it is nicely illustrative of problems I’ve seen around advertising spend – that of focusing too much on bringing traffic in, without properly trying to engage them.

While Jeremy talks about server side issues – and I can appreciate that network/ISP/routing/server issues can *sometimes* slow down a website – the more amazing point I’ve noticed is when clicking on ads that 404.

The trouble is that I find this more common with corporate clients – not least because of distributed accountability.

Problems are harder to resolve because it’s difficult to determine whose responsibility – departmentally or individually – it is to resolve. And even worse, often there is no single individual who is directly accountable because any corrections they have to make potentially have to be cross referenced with compliance and legal as well as the Adwords managers.

The internet is truly a place of opportunity for those who are fast and flexible and don’t allow over-management to bung up their decision making process.

Conservatism with risk management is understandable – but too many large companies take the issue too far.

This results in opportunity for those willing to act on it – and why webmasters who sit at home, working on their PC in casual wear, can still outcompete established corporate businesses with combined worth measured in trillions of dollars.

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