Lazy Perth Internet Marketing Managers, Over-paying the American Middlemen Options

[Ben]

MANY Perth and Australian businesses pay per click American media buyers to place ads on web-pages about Perth. I shouldn't complain because I'm one of those online publishers who earns hundreds of dollars per month from these American media buyers. I'm ESPECIALLY happy because it is passive income. As I've said to many, I'd rather earn one dollar of passive income than ten breaking rocks in my office with clients. However I'm not happy. In fact quite frustrated with lazy Perth internet marketing managers.

First of all some definitions for the uninitiated:
Pay Per Click (PPC). Webmasters track clicks on an ad and their accounts department charge cents (or dollars for competitive phrases) per UNIQUE click by IP address (unique long number, identifying a computer connection to the net). Clicks can be on hypertext (links), standard size banners or even non-standard size copies of press ad low resolution version, pasted to a webpage and linking to a sales pitch / brand / information etc. Divide the dollars paid by the number of clicks = your PPC rate. Eg Paid to American media buyer $1,000 for 2,000 clicks = 50c per click.

According to Alexa.com the most popular website in the world was Y! for MANY years with G, (you know) now in 1st place. They and many other popular sites offer PPC marketing. G's brand of PPC marketing is more well known than the generic term "PPC". The Americans derive some traffic from their own popular sites but much comes from popular Perth sites, which like me, sells white space to the American media buyers (middlemen), which in turn sells it at about 100 times (depending on the phrase) more to lazy Perth Internet Marketers.
Common Advertising Process - both online and off: Client > Advertising Agency / Graphic Designer > Media Buyer > Buys placement space with publisher/s like me.

We are publishers of POPULAR websites. www.perthperth.com is one of them. www.westernaustralia.com, AHG, The Federal Government, certain well known one colour pages directory, Fairfax's WAToday, Seek, etc and other large organisations ads are on my publications such as www.perthperth.com

Owners of popular online publications in Perth, including me, complain that local, well paid, media buyers and lazy internet marketers, can't see that dealing with LOCAL publishers directly, saves their stakeholders / shareholders SIGNIFICANTLY. General managers in Perth don't ask questions because many of them are ignorant when it comes web marketing options besides PPC management and or are lazy too.

General managers see their PPC campaign giving a better ROI than conventional media and so are happy with their lazy internet marketing managers. The truth is if inhouse or out-sourced internet marketing managers (PPC managers, online media buyers) bothered to find where the American (middlemen) media buyers are getting their click traffic from (ie POPULAR, relevant, LOCAL websites) and delt directly with local publishers, they'd save stakeholders a fortune. What kind of a fortune? Phrase example: a few years ago the PPC rate the search engine "Overture" were charging for the phrase "hotel perth" was $6 per click (more via "G*****"). Of that the Americans would pay me a few cents per click. Some Perth hotel online marketing managers paid us $1 per click. We deliver aproximately 800 clicks per month to each of our hotel clients which advertise on my www.accommodationperth.info These hoteliers love me because we save them $5 per click x 800 clicks means I save them $4,000 per month.
Why are Perth internet marketing managers lazy? Because the American media buyers are a trusted one-stop-shop. Perth online advertisers / media buyers spend their time watching the budget they're paying the Americans, analysing PPC stats and trying to out bid their Perth competitors' phrases for position in sponsored lists or space on local Perth sites. For us too it is more work to talk with Perth Internet marketers / ad agencies / media buyers than just collect a cheque from G every month BUT for all of us it is a HUGE saving for a little more effort.

Communication is a two way process. We also can be accused of being lazy for not contacting Perth advertisers directly but we too are run off our feet. We don't have time to cold call clients. The smaller businesses such as real estate agents in Perth, now trying to sell houses, are very good at niche marketing, ie property, but many of them over pay thousands per month to the big player on the block without thinking of FREE alternatives such as posting in the Perth Real Estate Forum:

• Photos of properties for sale
• Sales Pitch
• URL of Google Map Location and or "Street View". Example
• Links to their real estate agency home page or page with more details of their property for sale.
• Realtor contact details

Some of my popular online directories.


See importance of reliable web hosting in my blog