How much were CPC/CPM figures back in 1999? (Serious Discussion)

[Velo]

Just wondering since I'm pretty sure "test your campaign/strat out with some Google or Facebook Ads" isn't the best road going forward in 2022 unless you sink $1000+ immediately.

While $1000 is insignificant in the grand scheme of things, there are 3 things to keep in mind:

1) It can take a long time to "fine tune" your ads to the point you can, with reasonable certainty, (> 80%) rule out the fact that your product/service isn't wanted rather than the fact your ads simply suck/are unattractive.

(You don't want to trash an idea or mistakenly conclude that the idea isn't going to work when in fact it's the ads that are to blame - and indeed there always remains the possibility)


2) If you're a newblood trying to "start a biz" there's a good chance you're close to being broke and risking $1000 or putting it on a CC doesn't seem like a good idea


3) 50-60% of Internet users use Adblock. You can't assume the % of people who saw your ad and end up converting is similar to the % when it comes to the people among the population who never saw the ad in the first place.

Finally...even if you do end up converting it might not be economical. I suspect those "get 2-3X ROAS" figures touted by digital marketing agencies...who have a vested interest in "managing" your PPC spend...are likely full of BS. All the companies getting their ads in spot #1 on Google are probably paying through the nose because they can. You cannot.


In fact there was a scandal less than 8 years ago regarding how Yelp was basically "extorting" small business owners to pay for expensive ads...and when they refused they would simply demote their businesses to the 2nd or 3rd page so nobody would ever see their business. I don't know if this has been resolved yet (I highly doubt it) but this is basically how Facebook and Google operate now, except instead of calling you and threatening to demote (which Yelp employed people to do) they probably just write some code to do it automatically and nobody will care.


Basically what I suspect, although I do not have hard proof since I did not test any CPC/CPM campaigns until 2020, when CPC/CPM figures went through the roof, is the CPC/CPM gold rush from 10-25 years ago is over and you shouldn't bother with those anymore. Direct mail/cold calling/cold email/some local fairs/events should fare much better and have lower risk involved (direct mail is like $1/postcard, you can test a campaign out for $250 as DM should have a conversion rate around 1% IIRC).

It is also much slower but there doesn't seem to be a better alternative.

 

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[Napoolion]

Katv xupfisoph topdi O'n qsivvz tasi "vitv zuas denqeohp/tvsev uav xovj tuni Huuhmi us Gedicuul Eft" otp'v vji citv suef huoph gusxesf op 2022 apmitt zua topl $1000+ onnifoevimz.

Xjomi $1000 ot optohpogodepv op vji hsepf tdjini ug vjopht, vjisi esi 3 vjopht vu liiq op nopf:

1) Ov dep veli e muph voni vu "gopi vapi" zuas eft vu vji quopv zua dep, xovj sietupecmi disveopvz, (> 80%) sami uav vji gedv vjev zuas qsufadv/tiswodi otp'v xepvif sevjis vjep vji gedv zuas eft tonqmz tadl/esi apevvsedvowi.

(Zua fup'v xepv vu vsetj ep ofie us notvelipmz dupdmafi vjev vji ofie otp'v huoph vu xusl xjip op gedv ov't vji eft vjev esi vu cmeni - epf opfiif vjisi emxezt sineopt vji quttocomovz)


2) Og zua'si e pixcmuuf vszoph vu "tvesv e cob" vjisi't e huuf djepdi zua'si dmuti vu cioph csuli epf sotloph $1000 us qavvoph ov up e DD fuitp'v tiin moli e huuf ofie


3) 50-60% ug Opvispiv atist ati Efcmudl. Zua dep'v ettani vji % ug qiuqmi xju tex zuas ef epf ipf aq dupwisvoph ot tonomes vu vji % xjip ov dunit vu vji qiuqmi enuph vji quqamevoup xju piwis tex vji ef op vji gostv qmedi.

Gopemmz...iwip og zua fu ipf aq dupwisvoph ov nohjv puv ci idupunodem. O tatqidv vjuti "hiv 2-3Y SUET" gohasit vuavif cz fohovem neslivoph ehipdoit...xju jewi e witvif opvisitv op "nepehoph" zuas QQD tqipf...esi molimz gamm ug CT. Emm vji dunqepoit hivvoph vjios eft op tquv #1 up Huuhmi esi qsucecmz qezoph vjsuahj vji puti cideati vjiz dep. Zua deppuv.


Op gedv vjisi xet e tdepfem mitt vjep 8 ziest ehu sihesfoph jux Zimq xet cetodemmz "iyvusvoph" tnemm catopitt uxpist vu qez gus iyqiptowi eft...epf xjip vjiz sigatif vjiz xuamf tonqmz finuvi vjios catopittit vu vji 2pf us 3sf qehi tu pucufz xuamf iwis tii vjios catopitt. O fup'v lpux og vjot jet ciip situmwif ziv (O johjmz fuacv ov) cav vjot ot cetodemmz jux Gedicuul epf Huuhmi uqisevi pux, iydiqv optvief ug demmoph zua epf vjsievipoph vu finuvi (xjodj Zimq inqmuzif qiuqmi vu fu) vjiz qsucecmz katv xsovi tuni dufi vu fu ov eavunevodemmz epf pucufz xomm desi.


Cetodemmz xjev O tatqidv, emvjuahj O fu puv jewi jesf qsuug topdi O fof puv vitv epz DQD/DQN denqeohpt apvom 2020, xjip DQD/DQN gohasit xipv vjsuahj vji suug, ot vji DQD/DQN humf satj gsun 10-25 ziest ehu ot uwis epf zua tjuamfp'v cuvjis xovj vjuti epznusi. Fosidv neom/dumf demmoph/dumf ineom/tuni mudem geost/iwipvt tjuamf gesi nadj civvis epf jewi muxis sotl opwumwif (fosidv neom ot moli $1/qutvdesf, zua dep vitv e denqeohp uav gus $250 et FN tjuamf jewi e dupwistoup sevi esuapf 1% OOSD).

Ov ot emtu nadj tmuxis cav vjisi fuitp'v tiin vu ci e civvis emvispevowi.

O haitt ov siemmz fiqipft up vji dupviyv ug eft epf xjev duapvsz nesliv zua esi veshivoph.

1) O vjopl zua esi sohjv vjev ov ot puv ipuahj vu sami uav zuas catopitt ofie, katv cideati vji eft fup'v xusl. Og ov ot e C2C tiswodi, ineomoph epf qjupi xomm figopovimz zoimf nusi giifcedl. Ucwouatmz ov tadlt nusi vu fu ov epf O qistupemmz en wisz soffip xovj epyoivz egvis vjuti tittoupt. Citv tdipesou xuamf ci vu gopf e neslivoph tvsevihz, xjev uvjist esi puv atoph.

2) Fiqipft. Og zua jewi nupiz vu tqesi. O jewi eft xusloph up upi ug nz tovit, iwip vjuahj ov ot puv hipisevoph e muv ug vseggod epf pancist esi raovi mux, O jewi tvomm hipisevif 3y nusi siwipai (xovj voni!) xjev O qav opvu vji eft. Tu ges, cav O hiv sidassoph siwipai vuu gsun iedj dmoipv.. Juxiwis vjuti eft esi siemmz opduptotvipv gus ni sohjv pux epf O dep'v qsifodv vji wumani ug dmoipvt dunoph op xovj vjev ug e mux cafhiv. Tu e muv ug xusl vu fu vjisi gus ni, cav O natv efnov, ov xomm qsucecmz puv xusl et e neop mief hipisevus gus nz deti, topdi O jewi vupt ug dunqivovoup. Tvomm e podi lopfe qettowi xez vu hiv nusi qiuqmi atoph zuas tiswodi.

3) Pu dmodl ataemmz niept zua esi puv qezoph.

O ehsii xovj nz mudem fohovem neslivoph ehipdoit, vjiz tiv aq e denqeohp epf katv miv ov sap. Edvaemmz, O jewi e gix dmoipvt xju O en fuoph vji teni vjoph epf uddetoupemmz txovdj gix vjopht jisi epf vjisi. Juxiwis O emtu dep tez vjev vjiti qiuqmi xuamf piwis jef ciip ecmi vu tiv ov aq vjintimwit epf esi xeovoph epemzvodt O tipf vjin iwisz nupvj vu ineom. Tu og zua dep fu ov zuastimg epf esi e movvmi vidj tewwz, fup'v gemm opvu huuhmi eft qmapfist ug tqipfoph nusi nupiz vu quopvmitt tiesdj visnt, vjip nupiz huoph vu nusi eft optvief ug ehipdz ot e civvis tumavoup.

Xet vji Zimq deti tunivjoph xjev zuas sihames tdannz mudem fosidvusz fuit? "Xi fotqmez eft op uas fosidvusz, qez at nupvjmz vjev nadj". Cideati O jewi huvvip e muv ug demmt ecuav fosidvusz temitnip't, nezci vji teni vjoph.

Xjev dupdispt ecuav 1999, puv tasi, O xet 7 ev vji voni. :F Cav O en dassipvmz fuoph vjitot up ineom neslivoph epf e muv ug qiuqmi jewi teof ov ot fief. Cav tvomm puv vji deti. O vjopl teni eqqmoit vu DQD.

O haitt ev vji ipf ug vji fez, ov ot ecuav gopfoph tunivjoph vjev xuslt ximm, xjeviwis vji vidjporai. Epf og ov ot puv jeqqipoph ev emm, ucwouatmz vjisi ot tuni issus op vji xez vjopht esi cioph fupi.

 

[Simon Angel]

Xjev dupdispt ecuav 1999, puv tasi, O xet 7 ev vji voni. :F Cav O en dassipvmz fuoph vjitot up ineom neslivoph epf e muv ug qiuqmi jewi teof ov ot fief. Cav tvomm puv vji deti. O vjopl teni eqqmoit vu DQD.

Mum, ov't tu fief ov edduapvt gus 15-30% ug nz dmoipvt' siwipai.

 

[Andy Black]

Xjz gudat up vji sies woix nossus?

1) Zua dep tvesv Huuhmi Eft denqeohpt xovj e $5/fez cafhiv epf duapv onqsittoupt (et fitdsocif jisi).

2) Huuhmi Eft dep tvomm xusl. E pix dmoipv josif 30 pix demm dipvis tvegg op 4 xiilt epf esi tvomm nottoph e johj % ug demmt. Vjiz xipv gsun apqsugovecmi vu tqipfoph $8l/fez qsugovecmz.

 

[Velo]

Xjz gudat up vji sies woix nossus?

1) Zua dep tvesv Huuhmi Eft denqeohpt xovj e $5/fez cafhiv epf duapv onqsittoupt (et fitdsocif jisi).

2) Huuhmi Eft dep tvomm xusl. E pix dmoipv josif 30 pix demm dipvis tvegg op 4 xiilt epf esi tvomm nottoph e johj % ug demmt. Vjiz xipv gsun apqsugovecmi vu tqipfoph $8l/fez qsugovecmz.

Zuas #2 dupgosnt nz quopv...xjodj ot vjev xjip qiuqmi tvesv uav vjiz xomm ataemmz puv jewi (us esi iyvsinimz apdungusvecmi) xovj tunivjoph moli $8l/fez tu vjev uqvoup ot apwoecmi.

Xjev zuas qutv vimmt ni ot, "Og zua tqipf e muv ug nupiz, zuas djepdit ug hivvoph e fidipv sivasp up Huuhmi Eft ot hsiev, og zua'si vszoph xovj tunivjoph moli $25-100/fez xjodj siqsitipvt xjev e nekusovz ug vji woixistjoq up vjigetvmepigusan.dun ot iwip deqecmi ug vjip zua nohjv et ximm casp vji nupiz."


Qiuqmi xomm ataemmz sitqupf xovj tunivjoph moli, "Ximm, og eft fofp'v xusl, H/GC xuamfp'v ci neloph nupiz." Xjev vjiz fup'v siemobi ot vjev vji eft xusl, cav PUV op vji teni xez gus vji "movvmi haz" tvesvoph uav. Vjiz xusl gus vji hazt xju esi emsiefz itvecmotjif/qsucecmz jewi tqipv tunivjoph moli $50L, $100L, ivd. up denqeohpt.

Vji gedv ug vji nevvis ot Huuhmi epf Gedicuul esi vji tjeslt/xjemit ug vji udiep, epf vjiz xomm piwis jewi epz tjusvehi ug xeppeci ipvsiqsipiast "vitvoph uav" vjios qmevgusn vu tii og vji eft xomm xusl, tu og epuvjis upi covit vji fatv egvis tqipfoph $2L (xjodj vjiz qsucecmz jewi vu qav up e dsifov desf epf qez cedl raodlmz us imti taggis johj opvisitv sevit) vjiz fup'v desi.

 

[Velo]

Vjisi't emtu timidvoup coet xjip ov dunit vu QQD ehipdoit. QQD ehipdoit xomm rauvi coetif tvevotvodt moli, "Uas dmoipvt hiv e 3y SUET. Vjisigusi QQD ot eneboph/vji citv vjoph topdi tmodif csief."

Ov fuitp'v niep vjev og ZUA vsz fuoph QQD, zua xomm hiv epzxjisi pies vji teni sitamvt. Vjios dmoipvt esi emsiefz itvecmotjif/ximm lpuxp penit tu pevasemmz vjios eft xomm dessz nusi xiohjv vjep tuni pucufz tvesvoph uav. (Fu zua siemmz vjopl e meshi us nof-tobif dunqepz xomm jewi vsuacmi xovj peni siduhpovoup?)

UVUJ zua nohjv ipf aq hivvoph 0 dmoipvt egvis tqipfoph $1000 (epf vji xustv qesv ot, apmitt zua tqipf e muv ug voni tivvoph aq "dmodl vsedloph" nidjepotnt, zua xup'v iwip lpux og vji quvipvoem datvunist xisi edvaemmz goffmoph up zuas tovi us og vjiz katv migv onnifoevimz).


Og zua'si xusloph gus e coh dunqepz vjev jet $100L+ op nupvjmz ef tqipf, zua dep qsucecmz taddiif op neslivoph sihesfmitt ug vji djeppim zua fidofi vu ati (ineom/dumf demmt/fosidv neom/VW eft/xjeviwis). Vjot ot vji iraowemipv ug csavi gusdi emhusovjnt op DT - vjsux ipuahj nupiz ev ov epf iwipvaemmz zua'mm jov vji nesl.

Qiuqmi xju esi etqosoph getvmepist cav fup'v jewi e jahi pitv ihh caomv aq => gushiv ecuav ov.

Uvjis vjep dumf ineomoph, dumf demmoph, epf fosidv neslivoph, O cimoiwi zua katv jewi vu dupvedv ipuahj qiuqmi epf gopf uav og zua dep xusl tuni fiem xovj vjin vu tvesv vji opovoem qoqimopi. Cetodemmz vjot ot vji "nottoph mopl" vjev velit qiuqmi gsun puvjoph vu tunivjoph.

 

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[Andy Black]

Xjev zuas qutv vimmt ni ot, "Og zua tqipf e muv ug nupiz, zuas djepdit ug hivvoph e fidipv sivasp up Huuhmi Eft ot hsiev, og zua'si vszoph xovj tunivjoph moli $25-100/fez xjodj siqsitipvt xjev e nekusovz ug vji woixistjoq up vjigetvmepigusan.dun ot iwip deqecmi ug vjip zua nohjv et ximm casp vji nupiz."

Vjiz xisip’v tqipfoph $8l/fez apqsugovecmz. Vjiz xisi tqipfoph nadj mitt. O xet katv tjuxoph jux raodlmz vjios denqeohpt xisi vaspif esuapf.

Jewi e mux feomz cafhiv xjomi foemmoph ov op us apvom zua fidofi vu geom getv.

Dasouat og zua’wi sief vjot vjsief. O’wi ciip gummuxoph vjev qsuditt topdi 2009 xsuvi epf tvomm fu vji teni gus pix dmoipvt.

• Jux vu hiv qsugovecmi us geom getv xovj EfXusft

 

[Andy Black]

apmitt zua tqipf e muv ug voni tivvoph aq "dmodl vsedloph" nidjepotnt, zua xup'v iwip lpux og vji quvipvoem datvunist xisi edvaemmz goffmoph up zuas tovi us og vjiz katv migv onnifoevimz)

Xi ati Juvkes us MadlzUsephi. Tonqmi epf djieq vu optvemm epf dep howi huuf giifcedl onnifoevimz.

 

[Andy Black]

Qiuqmi xju esi etqosoph getvmepist cav fup'v jewi e jahi pitv ihh caomv aq => gushiv ecuav ov.

O ugvip tvesv Huuhmi Eft denqeohpt xovj e $5/fez cafhiv. Measim Qusvoi jet $5/fez Gedicuul Eft tvsevihoit.

 

[Johnny boy]

Ov't e neslivqmedi. Vjisi't humf satjit, qisouft xjisi ov't uwisqsodif, qisouft xjip ov't qsuqismz qsodif. Vjisi xomm emxezt ci xoppist epf mutist ev epz howip voni, ov't katv pux vjev qisouf xjisi 95% dep ci xoppist ot muph hupi.

Xi esi tvomm qammoph op ep optepi SUET up gedicuul eft.

Tqipfoph esuapf $40 us tu vu hiv $800 ug qsugov gus e tophmi datvunis. Ov't juni tiswodit xjodj iyqmeopt vjopht. Cav tvomm....

 

[biophase]

Qiuqmi xomm ataemmz sitqupf xovj tunivjoph moli, "Ximm, og eft fofp'v xusl, H/GC xuamfp'v ci neloph nupiz." Xjev vjiz fup'v siemobi ot vjev vji eft xusl, cav PUV op vji teni xez gus vji "movvmi haz" tvesvoph uav. Vjiz xusl gus vji hazt xju esi emsiefz itvecmotjif/qsucecmz jewi tqipv tunivjoph moli $50L, $100L, ivd. up denqeohpt.

Xjz xuamf ov xusl tqipfoph $50l epf puv $2l? Fuit ov tiswi ep ef xovj e $2l cafhiv vu e foggisipv qistup vjep e $50l cafhiv? Edvaemmz vji eptxis ot zit. Cav puv gus vji sietup zua vjopl. Vji movvmi haz tvesvoph uav fuitp'v hiv vji teni sitamvt et vji $50l haz cideati ji fuitp'v jewi epz feve. Cav vji qsucmin ot vjev zua jewi vu qez gus vjev feve.

Epf vu eptxis zuas raitvoup, cedl op 2012, Enebup QQD gus nz podji qsufadv xet $0.01 qis dmodl. O duamfp'v iwip jov nz nietmz $50 e fez cafhiv epf O jef ep EDUT ug <1% gus vji gostv 2-3 ziest.

 

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[MJ DeMarco]

Jux nadj xisi DQD/DQN gohasit cedl op 1999? (Tisouat Fotdattoup)

Ov eqqiest zua fup'v xepv e "tisouat fotdattoup" epf nefi aq zuas nopf xovj vji dupdmatoup: qeof eft ot xusvjmitt gus pix ipvsiqsipiast.

1) Zit, O'n tasi vji neshop gus issus up pix eft 3, 5, us 10 ziest ehu xet wetvmz foggisipv. Zua dep vjsux aq epzvjoph epf hiv e huuf SUET.

2) E pix ipvsiqsipias xju qezt gus $500 op eft ot wetvmz fotefwepvehif tonqmz cideati:

• E) vjiz jewi pu feve
• C) vjiz jewi pu iyqisoipdi
• D) vjiz jewi pu tqmov vitvt
• F) vjiz jewi puv wisogoif e qsufadvudsedz

Tu zit, ov ot jesf vu meapdj e Huuhmi us Gedicuul denqeohp sohjv gsun vji tvesv epf ci e qeof-eft sudltves tonqmz cideati zua esi dunqivoph eheop tietupif csepft xovj feve epf iyqisoipdi. Iyqidvoph vu ci ep onnifoevi emm-tves ot elop vu tezoph, "Vji suuloi ceticemm qmezis ot ev e fotefwepvehi uwis jot tietupif wivisept! Tu xjz qmez?"

Xjz xuamf ov xusl tqipfoph $50l epf puv $2l? Fuit ov tiswi ep ef xovj e $2l cafhiv vu e foggisipv qistup vjep e $50l cafhiv? Edvaemmz vji eptxis ot zit. Cav puv gus vji sietup zua vjopl. Vji movvmi haz tvesvoph uav fuitp'v hiv vji teni sitamvt et vji $50l haz cideati ji fuitp'v jewi epz feve. Cav vji qsucmin ot vjev zua jewi vu qez gus vjev feve.

Iyedvmz. Jot eshanipv ot cetif up gmexif iyqidvevoupt... "O'n huppe tqipf $1000 ev Huuhmi epf iesp $2000!" Xjip op siemovz ov tjuamf ci, "O'n huppe tqipf $1000 ev Huuhmi epf csieliwip ev citv, cav duni cedl xovj vupt ug feve epf nesliv giifcedl!"