Objective
To initiate a pay per click marketing
program that drives qualified
traffic to the site. We use
pay per click for the following
reasons.
- Only pay for the audience
that actually visits the site.
- Know that paid visitors are
likely to buy.
- Ability to exactly track the
number of visitors and sales
from this
process.
Justification
To determine
how much, if anything to pay for
a targeted site visitor,
we must establish the value of
a customer to the site. Presume
each
customer is worth between $20 and
$40 to the site after the cost of
service. If we could convert just
one percent of these targeted PPC
visitors into customers, the each
visitor would be worth between
20 and 30 cents.
Research
Generate list of potential keywords
and determine their cost per click
on a number of different venues
Google and Overture
have many excellent keywords available
for between 6 and 30 cents per
click. At the start of the program
we need to refine our choices
and select
the
keywords
which are closely matched to
our offering while still being
affordable.
Suppose we paid an average of
$0.16 per click. If we made a single
sale for every 100 clicks, this
would be a 1% conversion, not bad.
In this scenario we would
be
paying
$16 for each new
customer. $16 is a reasonable customer
acquisition cost for many businesses.
You can see how the numbers are
all-important in the pay-per-click
game. Therefore to build a successful
campaign we must
- carefully filter
the keyword list to increase
conversion
- carefully manage cost/click.
- monitor the site's effectiveness
at selling to new visitors
Overture vs. Google Ad
Words
Google
Ad Words sells ads specifically
on google.com. Overture sells
sponsored results
on
Yahoo and
other non-Google search engines.
You will see that the majority
of terms are more expensive
on Overture than they are on
Google.
Internet
marketing wisdom says to try
a bit of everything and do
more of what works. Design Pay-Per-Click
Ads
Write
ads which will attract users
who are interested
in our service. Each ad
has a limited Headline
and body:
Headline (25
characters)
KidSave Child Registry
40 KidSave
Child Safety Registry
Lines 1&2 (35
characters)
Peace of mind for
concerned parents
Ensure the safety of your loved
ones
Budget Present the options to client
and determine a monthly budget that
allows us to exercise this system
at a moderate cost.
The costs
of the various systems are
as follows.
- Setup $5-$50
- No Monthly Minimum
- Per Click Varies $.06 to $.30
Reasonable monthly budget $100-$300 as
a start, suggest more if numbers merit.
Keyword Selection
Given budget constraints and best
opinions on keywords, select
a set which will fit the budget
yet cover a broad area which
can be refined in the optimization
step below.
Tracking Setup
Set up a landing page on the site.com
which will track where the
client came from when ordering.
Go Live
Sign up to PPC program using
the client's credit card.
Analyze Performance & Optimize
To achieve continuing success with our program
we must monitor and refine it regularly.
- Check traffic statistics
against order source
data.
- Verify that
conversion rates
(sales) justify add costs.
- Add
to the keywords
and venues
that produce business
- Reduce those that do not.
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