May 8, 2024

Strategies: Tremors From the Fed’s Grand Experiment

Using traditional methods, as well as some that have never been tried on so large a scale, the Fed managed to nudge down a broad range of interest rates to extraordinarily low levels for a very long time. But earlier this month, Mr. Bernanke indicated that the time for winding down the grand experiment might be growing closer.

That has vexed the markets, and no wonder: the Fed’s adjustments have been affecting the wealth and the livelihood of millions of people.

Bond yields had begun rising at least partly in anticipation of Fed action, but they soared after Mr. Bernanke explained that if economic conditions kept improving, the central bank might begin to pare down its voracious bond-buying and eventually start to raise short-term rates. His words appeared to spill over into other asset classes: the stock market and gold prices fell sharply. Volatility returned to what had been quiet markets.

Last week, after several Fed officials said the markets had overreacted, some of the damage was undone, but not nearly all of it. “The reaction in the markets has been violent,” said Steven C. Huber, a portfolio manager at T. Rowe Price. “It’s caused a lot of people real pain.”

That interest rates have started to rise isn’t in itself surprising, he continued. “Many of us have been saying that would happen for a long time,” he said. “But the speed of the recent rise — that was startling, and the volatility has been rough. And it’s not clear how all of this will play out in the markets. In the short term, it’s meant real losses for many, many people.”

Bond mutual funds, which usually can be counted on for modest if unspectacular gains, have been dipping into negative territory for the year. Some investors have been selling their stakes. The probability that many fund investors will endure full-year losses “is probably as high as it’s been in a very long time,” said Francis M. Kinniry Jr., a principal in Vanguard’s Investment Strategy Group.

Through Thursday, the Vanguard Total Bond Market Index fund, which tracks the performance of the Barclays Aggregate Bond index, had a total return of minus 2.6 percent for the year, according to Morningstar. The T. Rowe Price Strategic Income fund, which Mr. Huber manages, was down 1.7 percent, and the Pimco Total Return fund was off 3 percent.

The markets have generally been reacting like addicts facing a possible cut-off of their favorite drug, said Michael Hartnett, chief global equity strategist at Bank of America Merrill Lynch Global Research. “The opiate of investors has been central bank liquidity,” he wrote in a note to clients last week, adding, “We believe liquidity withdrawal will not be painless and will create higher volatility.”

And in an e-mail, Mohamed A. El-Erian, the chief executive of Pimco, said that while there might be some pockets of value in the Treasury market, “investors should also note that markets remain vulnerable to technical overshoots and, thus, quite a bit of volatility.”

None of this looks very reassuring right now, yet in the long run, rising bond yields and an end to the Fed’s unconventional policies could be very good news. After all, yields have been so low mainly because the economy has been weak.

A continued climb in rates — either because of action by the Fed and other central banks or simply because of the markets’ internal dynamics — would presumably reflect market participants’ belief that the economy was strong enough to withstand higher rates. That could imply more jobs, rising productivity and, depending on how the larger economic pie is sliced, maybe even higher real incomes for working people.

What’s more, for several years, low rates have been extremely painful for people living on fixed incomes, making it harder for them to save enough for retirement, and increasing the risk of using up their nest eggs. I’ve written about that quandary in recent columns.

Eventually, higher rates could be a balm for many people. As James W. Paulsen, chief investment strategist at Wells Capital Management, put it: “We’ve got to remember that returning to some state of ‘normalcy’ is the goal of every economic recovery we’ve ever been through. That’s what’s beginning to take place. Getting from here to there will hurt, sure. But, frankly, the economic data has looked stronger, and the Fed has just been following the data. I think we can look at this as a celebratory milestone rather than as some kind of a scary event.”

Mr. Paulsen says that he expects the stock market to be stuck in a trading range for a while, but that he sees a good chance for the Standard Poor’s 500-stock index, now near 1,600, to close the year well above 1,700.

WHERE will bond rates end up? Virtually everyone agrees that the long-term trend is upward. But it’s not at all clear where rates will be going in the near future.

Mr. El-Erian says he believes that the Fed has been overly optimistic about the economy’s strength. “If the forecasts prove correct, which, unfortunately, we question given current economic realities, the Fed would have a positive reason to exit gradually from its prolonged highly experimental monetary policies, “ he said. “It is also apparent that the Fed is getting more concerned about the ‘costs and risks’ of its policy experimentation.”

Even discussing an eventual revision of its policy has been disruptive, he said. Managing an end to its grand experiment is likely to be even harder.

That’s why any effort to time the market — to truly anticipate the Fed’s moves, and the shifts in interest rates — is inherently dangerous. “Bonds are intended to be a buffer in a balanced portfolio, along with stocks,” Mr. Kinniry said. Holding on to bonds while yields rise and prices fall may be very painful, he said, but it’s still worthwhile. “Even at times like these,” he said, “it’s important to stay the course.”

Article source: http://www.nytimes.com/2013/06/30/your-money/tremors-from-the-feds-grand-experiment.html?partner=rss&emc=rss

You’re the Boss: My Grand Experiment: Turning Off AdWords

Staying Alive

The struggles of a business trying to survive.

Monday, October 24, 9:36 a.m.: As I explained in my last post, I recently found myself with a surprising new problem: all the work we can handle. Because our backlog of orders is as high as I want it to be, I decided to take the opportunity to run an experiment: What would happen if I stopped running Google AdWords?

I have been spending $500 per day on sponsored search, and I believe the results have been well worth the money: $1.8 million in sales as of this morning. But I also believe this is a rare opportunity to see whether AdWords is doing the heavy lifting in our marketing or whether our search engine optimization efforts are yielding results as well.

In January, I started keeping track of the number of inquiries we get each day. The most we have received in a single day has been seven, which has happened three times. There have been 11 days when we received no inquiries. The daily average is 2.65. The weekly number has ranged from eight to 22, with an average of 13.5. So far this year, we have had a total of 569 inquiries.

My own prediction is that our number of inquiries will fall below average, and I would be surprised if it’s not a significant drop. If the number remains close to the average, it would imply that I could be spending a lot less on AdWords than I am now (here’s a previous post I wrote about my experiences with AdWords). I can’t tell you how many times I’ve heard from so-called S.E.O. experts that there is no need to pay for traffic, that I could just run a good S.E.O. campaign and the inquiries would come for free. The experts imply that people tend to ignore the paid links at the top of the page, in favor of the free links further down. I am deeply, deeply skeptical about this. And that’s why I’m running the test, starting today.

2:41 p.m.: We get a call from a furniture dealer in Tampa who is looking for a table with a logo. He says he was told to call us by a client who went to Google to look for tables with logos. He couldn’t remember whether the client had searched this week or not. Out of curiosity, I checked the search string “logo conference table.” We are the fourth and fifth free listings. Nos. 1 and 2 are competitors, and the third is an irrelevant result. Score one for S.E.O.

5:30 p.m. No other calls today.

Total for Monday: one inquiry.

Tuesday, October 25, 8:45 a.m.: I find an e-mail from a potential client who submitted our Request For Info form through the Web site at 8:35 the previous evening. He’s looking for a 12-foot square conference table. I search Google for “square conference table” (using Safari) to see where we land, and our “square and u-shaped tables” page is the eighth free listing on the first page of results. I’m loving the preview feature that Google has added to its results pages — to the right of each result is a gray arrow. Roll your mouse over it, and you see the whole page that the link points to. It’s a fast way to see what you are getting into before you click a link.

My salesman, Don, follows up with the potential client by e-mail. It turns out it’s a monastery where the monks have taken a vow of silence; the client requests that we not communicate by phone. Also in my in box this morning is an e-mail from a guy who wants me to convert a walnut tree in his backyard into a dining set. This most likely came through our old Web site, which listed lots of dining furniture. I send him an e-mail with a link to a lumber dealer who can evaluate the condition of the tree for him and give him the news that it takes several years to process the lumber before anything can be made from it.

5:30: No more calls or e-mails, and it’s time to go home.

Total for Tuesday: two inquiries. Week to date: three.

Wednesday, October 26, 9:39 a.m.: Incoming phone call from a local seminary. (Hmmm. The second inquiry this week from a religious organization.) The seminary is looking for a U-shaped table. The caller says he searched Google and found our site. I tried a search for “u shaped conference table” (using Chrome) and found that we were the top free listing.

5:30: No other action. Calling it a day.

Total for Wednesday: one inquiry. Week to date: four.

Thursday, October 27, 3:56 p.m.: An e-mail arrives from a possible client. I call her and learn that she searched “conference tables,” which returned a bunch of cheap-looking stuff she didn’t like. Seeing the suggested search string listing at the bottom of the page, she clicked on “custom conference tables” and found us. We are the top free listing for that search. When I first designed the new site, I imagined that “custom conference tables” would be a very heavily searched phrase, but our search stats reveal that “boardroom tables” gets more than 100 times as much traffic. I have since added a landing page to the site that specifically shows boardroom tables. This shows up near the top of the second page of free results. We do extremely well with “custom boardroom tables” — it’s the first free result — but unfortunately it gets less than 1 percent of the traffic that “boardroom tables” gets.

Total for Thursday: one inquiry. Week to date: five.

Friday, October 28, 2:30 p.m.: I have been out of the shop most of the day. My lead salesman, Nathan, who is back in the office after working a couple of weeks on the shop floor, reports that there have been no new inquiries.

4:32 p.m.: I’m alone in the office now, and the phone is extremely unlikely to ring this late on a Friday, so I declare the experiment over. As I expected, turning off our AdWords program has led to a big decrease in inquiries. Only five for the week — well below our previous low of eight calls and way below the average of 13.5.

I take a look at Google Analytics to see the raw traffic numbers. Comparing this week to last, I find that the number of visits from AdWords has declined 97.5 percent, from 316 to eight (where did those eight come from?).

My conclusion: If I stop paying, I stop getting clicks.

What is surprising to me is the steep drop in organic visits, the clicks from free links. They have fallen 47 percent, from 328 to 173. Stopping the AdWords payments seems to have affected unpaid traffic as well. According to everything I’ve been told about search engine optimization, this shouldn’t have happened. But from a business standpoint, it makes sense to me. Google is in business to make money by selling searches. Why shouldn’t it boost the free listings of its paying customers — and degrade the results when they stop paying? It’s also possible that people are more inclined to click on free results when they see the same company has the top paid link. Maybe it’s conscious, maybe it’s not. I’d be interested to hear any theories readers may have as to why my organic traffic took such a fall.

In any case, I’m not willing to continue this experiment. The amount of money saved, $2,000, is peanuts compared to our average weekly sales, $42,242. I am perfectly happy to put 5 percent of our revenue toward advertising. So as my last act of the day, I unpause my campaigns. I’m looking forward to hearing the phone ring again.

Paul Downs founded Paul Downs Cabinetmakers in 1986. It is based outside of Philadelphia.

Article source: http://feeds.nytimes.com/click.phdo?i=c3277038eb9ffc62bfb2f0cffcff85a5