Most clicks on ads are certainly misclicks. The business is to make store owners believe that they are getting exposure, not to actually give them sales.
All of the little guys like me who tried to run a Goggle Ads and Microsoft Ads campaign know that we can spend a few thousands dollars without a single impact on sales.
Then the salesman from Google calls you and tells you it’s because you’re doing it wrong. Try such and such keywords. Link to your payment button to see your ratios! Try to optimize for CTR and EWQ and ASDF (not the strange proximity between those ideas and random letters on a keyword). It must be you. It must be YOU!
The business is to make the business owner believe as long as possible that it will work.
> The business is to make store owners believe that they are getting exposure, not to actually give them sales.
To be scrupulously fair, the business is to make store owners believe that they are getting exposure, regardless of whether they actually get sales. Much like snake oil salemen, it's prefectly fine (nice, even) if the patient improves; that just means a chance to sell them more and 'better' snake oil ("brand maintainence", I think they call it) later.
All of the little guys like me who tried to run a Goggle Ads and Microsoft Ads campaign know that we can spend a few thousands dollars without a single impact on sales.
Then the salesman from Google calls you and tells you it’s because you’re doing it wrong. Try such and such keywords. Link to your payment button to see your ratios! Try to optimize for CTR and EWQ and ASDF (not the strange proximity between those ideas and random letters on a keyword). It must be you. It must be YOU!
The business is to make the business owner believe as long as possible that it will work.