How to Convince Your Boss He's Wrong?

3 replies
  • SEO
  • |
I was recently brought in to a new company to develop and manage their display advertising and affiliate campaigns. Over the years the team has worked very had to maximize CTR of our ads (approx 1.5%). The ads that are currently running are user-created to promote their blogs or content they are selling and not open to third-party vendors.

Here's my dilemma: my boss believes that we should only run CPC or PPC campaigns to maximize revenue due to our CTR. I argue that while we enjoy a high CTR, the advertisers are only interested in conversion rates and not total clicks. Furthermore, I also argue that our CTR is likely going to plummet once our users realize that the ads are actually ads that take you off the site and away from the free content. My other issue is the format of the ads. Our current ads are designed to mimic Facebook ads with an image combined with text. I haven't been able to find a reliable ad network that can serve ads in that format and my boss will not allow banner ads or anything that resembles a Google ad. His answer is "we will redesign the ads to match our format" even though it will clearly violate the advertisers TOS.

How do I convince them that their expectations are unrealistic and that we are destined to fail if we don't play by the rules? Or better yet, how do I convince management that CPC is really all about conversions and not click

Sorry if I rambled on... Thanks for your help!

P.S. - If you know of any advertising networks that allow you to have total control over the display of the ads, please let me know.
#boss #convince #wrong
  • Profile picture of the author DynaPass
    Just let them fail? If you get paid an hourly or a salary it really doesn't affect your bottom line, so it is their decision. However if you are paid based on performance argue that their actions impact how much you make and that should give a considerable amount of attention to your case.
    {{ DiscussionBoard.errors[5745491].message }}
  • Profile picture of the author ellis123
    Banned
    [DELETED]
    {{ DiscussionBoard.errors[5745499].message }}
    • Profile picture of the author HKSEO Rotzee
      Originally Posted by ellis123 View Post

      Make your nature Diplomatic....... Do not argue with Top Management and you will never convenience to them but make your nature diplomatic. you will success....

      Agreed, present facts and state your case. Go on record with what you think will happen if they continue on their determined path and either two things will happen (assuming your right)

      They will agree and you'll get your way...

      They wont, exactly what you say will happen and they will listen to you next time or even possible promote you =D
      {{ DiscussionBoard.errors[5745849].message }}
      • Profile picture of the author AdPublisher
        Thanks for your input, everyone. I've presented the facts and stated my case so now only time will tell!
        {{ DiscussionBoard.errors[5778363].message }}

Trending Topics