So I am looking to purchase a WhiteBorad online.. Lets goOgle it!
The top most paid ad says "Buy Whiteboard online | Flipkart".. Hmm.. FK sells WhiteBoards too.. cool.. Lets buy it from there then..
Why-o-Why is FK spending on these ads when those visits wont get converted any way.. just to gain a visit count??
I understand they might be targeting the keywords "buy" and "online".
But is it the right thing to do??
Where is the intelligence in marketing??
I'm not a marketing ninja.. nor am I an expert on how not to burn ur VC money ASAP. But just from the POV of the user.. what good it brings??
Lemme know if you know.. and also share your views on what could have been a better solution??
flipkart is doing this because junglee and homeshop18 and everyone else are doing this. Its all about incoming links, doesn't matter if the product is not available, but at least a prospective customer is, and the one who is willing to shop online.
So what if flipkart don't have the product customer wants, he *might* end up buying something else. It is always in hypermarket you enter to buy something and end up buying much more other thing even if the product you wanted in first place was out of stock. I see a sense in madness.
but isnt this an expensive place to advertise for a *might*??
And just because every one else is making mistakes.. is it absolutely necessary for them to do it too??
Wouldn't being intelligent and not to just follow what others are doing make them stand out of the crowd?? After all.. this is the game of last man standing..
Interesting view by Snehil...it does make some sense that even if the ad is not relevant for flipkart...it may be intending to get more footfalls and that people will buy something at-least if not the intended one which dictated the search in the first place...
But won't 90% of those visitors bounceback?
I am looking for a specific product.. whiteboard in this case.. I'm not gonna buy a damn book.
and I can only assume that this must be a super expensive place to advertise at.. so if thesevisits are not turning into transactions.. then isnt it just the waste of money??
shouldnt they save that cost and instead bid higher on some particular keywords related to the products they actually sell??
To answer this query, there are two things you need to understand - your "assumption" that it is a super expensive place to advertise is wrong. And it might seem like a waste, but not really. Here's why:
It is like this - you yourself said 90% of the visitors bounce back - but the 10% are ROI.
Cheers. Looking forward for more contemplations with you.
Actually YES.. If its actually just 10-12rs then I did make a wrong assumption.. Are you sure?? Because it just feels very cheap.. I mean it is the place which is bound to be clicked.. as PEOPLE OFTEN CONFUSES THEM WITH SEARCH RESULTS. So I figured it must be expensive..
But still.. Whiteboard is just one example.. there must be 100 more such cases.. I remember I was once looking to buy Levi's jeans online then also I saw FK's ad up front..
And not all of them would be just 140 searches / month..
So I guess we can safely add two more Zeroes to the 1500-1600 per month figure.. which makes it 150000-1600000 Rs per month.. Which I think is a big deal even if the budget is in crores..
I don't buy it.
1. So, Flipkart pays Google Rs. 10 for disappointing customers? Why would anyone advertise a non-existent product just because marketing is cheap?
3. I think they can get insights into the products in demand even without fake advertising. I'm sure they have tools sophisticated enough to track trends and keywords.
4. Sure, people might buy things other than a whiteboard. What would the conversion rate for such incidences be? 1% might be a very optimistic guess. So, to get one customer, Flipkart is ready to shell out Rs. 1000 and disappoint 99 other people?
5. Brand presence, yes. But a bad first impression.
Although u missed out 2nd point.. But I'ld still give your 5 points a big applause.. ;)
And actually.. best way to gain insight would be to log into you google analytics and navigate to site search to see what users search on your site that you are not selling..
DONT CRAP ON MY GOOGLE SEARCH RESULTS.. :|
As an after thought Snehil, no one is crapping on your GOOGLE SEARCH RESULTS. It is an advertisement, not the result. And it is the users liability if he happens to clicking on an ad and not finding it useful.
but these are placed where the Click density is the most.. as it gets your eye.. Its not easy to avoid.. Infact there's been a lot of cases outside india where people have sued google because of these.. and in one such case maybe in australia.. google was even fined.. because some one sued google that i was searching for something and google instead showed me something else in form of an ad above the actual search results.. I'll try n find that article link.. it was in ET.
Feels great to connect with you guys.