Overpaying for Ads to Be a Case Study

Not a conventional link building technique, but sometimes when you know an idea is going to go viral you can jump in on it early and then quickly claim how successful it was for you, or why you think it is an important cause.

Even if, in truth, something did not work amazingly well, you can still do well off the secondary plublicity. The million dollar home page concept is starting to fizzle a bit, but imagine if you were one of the early ad buyers and quickly turned in a glowing testimonial.

The first posted testimonial works as bait to sell more ads. If you take a look at the usage log on the site that posted the first testimonial you will see that their case study link sent them over 6 times as much traffic this month as the million dollar home page link did.

If an idea goes viral there will be some copy cats that copy the link structure & content. Also some reporters may want easy background on a story. The $100 ad spend being one of the first ad buyers also listed as one of the first testimonials may pay off huge.

Sometimes bets like that waste your money, but in aggregate they usually pay off.

Published: October 20, 2005 by Aaron Wall in marketing


March 24, 2006 - 4:49pm

I think many people close to the web would generally agree with your comment - but, let us look at it from the advertisers perspective:
if you own a company - $100 is NOTHING
for your advertising budget.

And in many ways, they played the field correctly, by adding a testimonial. Always plays well to the crowds :-)

Let us face it, the internet is still pretty informal, even moreso with splogs abounding - so a real testimonial from a real person who we hope is being altruist in their citation - IS a nugget of gold for many people out there in cyberspace - if not all of us.

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