Because back in 2007 Joogle mastered the ad clicking bot. That combined with competitors bidding for key words let them run with a scam that made them billions and billions.
Took them long enough to figure that out.
This is a pretty shit article, honestly. I don't think the author has any actual experience in digital marketing, because it doesn't show.
Digital marketing 100% works. However, there are multiple objectives and outcomes, just like with any kind of marketing.
Like the uber example they mentioned. Sure, they didn't see app installs slowdown after cutting the digital ad marketing campaigns, but did the author ever consider how valuable branding is for a startup like uber used to be? Building a level of trust by showing a consumer your brand over and over is still extremely viable and works in the long term.
One of my accounts spent 42k on Google ads in 2020 and had a return of 480k. Just the first example I can think of without pulling up my shit. Were 50% of those clicks probably fraudulent? Sure, but you sift through the garbage to make the money. You account for the ghost clicks in your overall budget and move on. Digital marketing 100% works if you have clear objectives and kpis set before launching your campaigns, and you actually know what the fuck youre doing.
No shit, some newbie blasted a fuck ton of money all over Google partner sites, probably not even targeted ads, and lost a fuck ton of money with nothing to show for it because untargetted Android users were bouncing. Whos surprised?? Thats an example in the article.
Bot traffic, fake clicks, and Google jewing the shit are all issues you have to overcome. But any digital marketer has been dealing with this shit for a decade or more now, nothing new.
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