Juliani’s Adsense Campaign – An Analysis

Juliani advert

Juliani's advert

While surfing the web, I was very intrigued to see a Google Adwords advert of Juliani. As an Internet lover, this excites me! It is good to see that the ‘net has penetrated the country so much to the extent where musicians take out Google Adword ads! Nice, eh?

So I clicked the advert to see what, exactly, Juliani wanted to say. I was a little disappointed to see that the link led to Juliani’s profile on Google+. What does Juliani stand to gain by having his adverts lead people there?

  • He obviously will get his ads out on the big Internet and people will see them
  • People may watch the two music videos on the Google+ profile
  • He might get more fans/followers on Google+ (but keep in mind that relatively few people use Google+ in Kenya)

Now let’s think about this rationally. Was it really effective online marketing to have the adverts lead to a Google+ profile? I would argue that this, in fact, is a big mistake on Juliani’s part. Why? In my opinion, the return on investment is too low to be justifiable.

Think about it. Every single time that advert is clicked, Google charges a certain amount. So when I clicked that advert, Juliani paid Google. Now, Juliani is good at what he does and so he is fairly popular – how many more people clicked the ads? It is very easy for the costs to Juliani to skyrocket.

What is he getting out of it?
Before I saw the link, I already knew about and loved Juliani. I went to his Google+ profile, watched the videos and left. That’s just about as much as you can do. In my opinion, the purpose of marketing is to earn you money – directly or indirectly.

Juliani’s advert should have led to some sort of “call to action” which has a measurable relationship to something that can earn Juliani some money. Where can we buy his music online? When is his next concert, and where can I get a ticket? The sad thing is that Juliani already has a pretty good website which answers these questions. You can even buy his music online right now!

Why not link elsewhere? Is it really prudent to pass up an opportunity to show potentially thousands of people that they can purchase your music online?

Who made the decision to link the advert to Google+? Why not Facebook or Twitter – where I imagine many more Kenyans reside? What is the purpose of Juliani’s own website if not to be the center of his online marketing efforts?

A lot of people think that social media is the end all be all. No! It is not about getting more fans/followers. It is about placing your self/business in a position where you can easily and conveniently communicate and engage with your market so as to further your goals. As a business, the centre of all your online activities should never be on twitter or facebook, it should be on your own website. Social media is meant to engage with and funnel people to your website.

What should have Juliani done?
He should have created a custom landing page on his own website where those people who clicked ont he advert would be directed to. On this custom page, people would:

  • be given information on who Juliani is
  • be given the opportunity to follow Juliani on Facebook, Twitter and Google+ (it makes no sense to limit their interaction to only one network)
  • be given the opportunity to buy Juliani’s music online
  • be showed where to keep up to date on Juliani and his upcoming events

I would go as far as saying that right now Juliani is needlessly losing money!

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  1. Jaffar Mohamed says:

    A very honest analysis. And it is not only Juliani’s strategy that bleeds but a lot of Kenyan corporates fall into the same ditch. Social media and Internet marketing the Kenyan way is about getting likes and “followers” which is very wrong and irrelevant. You have 1 million followers? So? Are you engaging with them? Do you have a message? Are you shipping? What /Where is the value addition? Another interesting angle that will appear this year is use of social media in the elections. Every Kamau, Omondi and Kosgey will rush to twitter, Facebook etc. Their line of defence “Obama used social media and won the elections”, but what they forget about Obama is that Americans were looking at a guy who had a message, who was more engaging, who understood the problems at the time and proposed intelligent solutions. It was not Facebook that propelled Obama to the white house, it was just part of a wider strategy that was intelligently executed. Can we say the same about our own, who have no message, have no solutions, do not understand our problems and think a 23 kilometer stretch of a well constructed road is a “Superhighway”.? Definitely NO.

  2. Hello Kelvin
    Your analysis is OK but I believe Juliani never paid a cent!He instead was probably paid by Google Kenya so that he can advertise/popularize Google to the Kenyan Youth.Google was even there for his Album Launch, meaning they sponsored his event

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