Paid Search: Google and the Toilet Bowl Plumb Theory
Hey folks. My name is Charles Lumpkin. I appreciate you spending some time with me today. I want to talk to you about “Google and the Toilet Plumb Theory.” Ok?
I’m not sure if it’s called a “plumb” but it’s the thing that’s in the back of the toilet tank that goes up as the water rises. So essentially, if you’re new to the search engine game, over the last couple of years, we’ve seen prices—CPC prices—increase at a rate of 25% per year for the last couple of years. In a lot of markets, Google has sucked up the profit out of them. So a lot of the profit that’s going into those markets is going in fact to the Big G.
It used to be back in the day that you had no trouble going out there and finding ten cent, fifteen cent, twenty-five cent, thirty-five cent clicks to go out and run tests with. It was great. You could run tests. You could make sure things are working. You can amp it up. Maybe you might even pay a dollar or two dollars if it’s worth it.
Over the last couple of years Google has done things in their algorithm that has raised the water level in that tank. There’s nothing, in a lot of regards, that we can do except to be that bulb on the top, the plumb that just rises with the water. So, it’s something that you need to watch out for. It’s a lot of the reason why I encourage people to try other channels as a primary channel of entry now.
So, that’s a tip. I hope you found it useful. My name is Charles Lumpkin and you can find more of me at CharlesLumpkin.com. Thank you.