In the world of digital marketing, facts are sometimes hard to come by. The digital marketing landscape is a tough one to navigate, and it doesn’t seem to be getting any easier. It’s hard to know who to believe, what really works, or which pitch to give credence to.

It’s gotten to the point where I don’t believe any of them, and find myself ignoring all of them, which is probably not the greatest approach. So what do we do?

We need facts. Since Google’s algorithm changes every 7 hours, thriving online is always going to be a moving target, so hard facts are a rarity. And oftentimes, what was a hard fact yesterday is old news today, and doesn’t even apply anymore.

So in the spirit of finding something actually helpful to you and your digital marketing efforts, let’s get into a few facts that we do know, and see how they might apply to you:


Google makes millions of dollars per hour from pay-per-click advertising.

Without a doubt, this fact has been verified by Google itself. The actual amount depends on who’s talking, but I read a report straight from Google earlier this year, and my takeaway was that they make around $10M/hour. TEN MILLION DOLLARS PER HOUR. That’s a lot, you know? Obviously something about pay-per-click is working. The question is: how well, and for whom?


Pay-per-click advertising is not as accurate as you might think.

On a recent campaign for one of our clients who is in the stem cell treatment space, we found out the hard way that just because you pay for clicks doesn’t mean they’re valuable to you. Check out these specifics from that campaign:

digital marketing facts 2017

So 90% of our monthly budget of $3000.00 was spent on useless clicks, resulting in a complete waste of $2700 per month!

We should point out that THIS IS NOT CLICK FRAUD – it is just a user not fully understanding the 1100+ screens, settings, and options on the advertiser’s platform. With a solid understanding of the process, a client should see that number go up to around 30%, which is still not all that impressive.

Ultimately, the big advertising hosts are all about making money, and we have to understand how they all work in order to maximize our advertising dollars.


Big brands are starting to abandon Google’s PPC.

Several large brands including AT&T, Johnson & Johnson, Verizon, and others have been in the news recently announcing dissatisfaction with Google’s (and YouTube’s) PPC scenario, mainly because their ads were showing up on extremist videos and other content that they did not want to promote. No brand, large or small, wants to promote their product via hate messages or terrorist websites, which is where they were finding themselves.

Google claims to be working on a solution to the problem, but apparently they’re not moving fast enough to please these big brands. At least not so far. At the time of this writing, Google’s estimated loss will be around $750 million. Which means they’ll lose 75 hours of income. I think they’ll survive.

The point is, if you thought you should be using PPC just because everybody else does – well, they don’t. There are other answers. And anyway, we’re talking about a tiny percentage of the online market, because…


Less than 3% of all clicks on search results happen on PPC ads.

The number we’ve all been working with for the past several years is 15%, and we’ve wowed many potential clients with this info: “On a given search result page, only about 15% of the clicks happen on the ads, which means 85% of all clicks happen on the organic results.” (My company excels in helping businesses show up in organic searches.)

However, in one recent study, that number was found to be much less – in fact, less than 3%. So even though Google and others make big money on pay-per-click advertising, it comes from less than 3% of all clicks! Which proves the following to be true:

Organic search results are extremely valuable. EXTREMELY!


Organic search results represent the best leads in existence.

I might be a little biased here – actually, I’m not. The reason I focus on getting clients organic search results is because they’re the best leads in existence.

Which of these 2 impressions is the most valuable to you:

A) a random driver going down the road reads your name on a billboard, doesn’t remember your phone number or website, but saw your name.

B) Someone picks up his phone, types in your exact product name because he wants to buy it, and he wants to buy it now, and intends to place an order in the near future.

Obviously “b” is the correct answer. He’ll find somebody who will sell that product to him, probably somewhere in the top 4 or 5 results of his search. But he’s never heard of the company he’s ordering from. In fact, he may not even remember where he bought it, until the amazing customer service makes him take notice.

That’s why organic search results represent the best leads in existence.

The interesting thing about those 2 scenarios is this: they don’t cost the same. A billboard can easily run as much as $3000 a month, and my company, which is called Incline, can help any and every business show up better in organic search results, starting at $1500 a month.

Here are a few recent case studies for you:

  1. A chiropractor joined our platform (at $3000/month level), and within 45 days was on page 1 of Google searches for more than 54 different searches she didn’t show up for at all before. She ranked for many more – we just stopped counting at 54.
  2. A roofer came on as a client (at $1500/month level) and in the first 2 weeks, landed a new customer that will pay for the cost of our platform many times over. Based on his particular lifetime value of a loyal customer, his ROI is going to be several hundred percent over the next few years.
  3. A plumber who joined Incline about 9 months ago now sees multiple results for his main keyword on page 1 of Google search – owning as many as 7 out of the 10 results on the page. His competition has been almost completely pushed off the page.

The Incline process is turnkey, needs no website access, and does not require a contract of any kind. It is not SEO, but is very complimentary to SEO.

Incline is completely and totally unique, a new paradigm process, and affects search on Google, YouTube, Yahoo, Bing, Amazon, and anywhere else with a search bar.

If you’d like to investigate the possibilities of what Incline could do for you and your business, call us at 774-INCLINE today and request a free evaluation of your web presence and a demo of what me might be able to do for you.

Thanks for reading, and good luck in your digital marketing endeavors – we’d love to come alongside you and help make it all happen!