Plan Your Way to Pay-Per-Click Campaign Success!
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~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
THE WINNING ADVANTAGE eZINE
Monday, March 28, 2005
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Published by Earl Savage
ES World Marketing
http://www.esworldmarketing.com/blog/ezine/
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Privacy Policy:
You are receiving this publication because you subscribed to it.
Our subscriber list is confidential and we respect your privacy.
If you wish to unsubscribe, the directions for doing so can be
found at the end of this issue.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
In This Issue:
-----------------
1. Message from the Editor
2. Feature Article - "Plan Your Way to Pay-Per-Click Campaign Success!"
by Chet Childers
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Dear Reader,
Thanks for inviting me to your e-mail in-box and WELCOME to all our new subscribers!
As always, I hope you'll enjoy and profit from reading "The Winning AdVantage".
Please feel free to post your comments at the bottom of this blog post.
Please contact me with any questions or comments. I am here to help and welcome
any help or advice you may offer.
Cordially yours,
Earl Savage, Publisher
The Winning AdVantage eZine
winning@esworldmarketing.com
P.S. If you like this ezine, please forward it to your friends, downline, upline, etc.
If you have ideas for improving it, please let me know. I'd love to hear from you.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> SPONSOR AD
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Free Music Dowloads
Download Unlimited Free Music!
No Download Fees. Enter Here Now
http://hop.clickbank.net/?esworld/mp3center
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> Feature Article
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Plan Your Way to Pay-Per-Click Campaign Success!
Copyright 2005 Chet Childers
http://www.thepayperclickmarketer.com
Have you heard the saying, "planning is everything?" Perhaps
there is some truth in that saying so let's discover how to
successfully plan your pay-per-click campaign.
Let's keep this simple and create a list of required tasks to
successfully plan your pay-per-click campaign. These are:
1. Determine your product's Unique Selling Proposition.
2. Define your pay-per-click campaign's goals and objectives.
3. Decide the starting and ending dates for the pay-per-click
campaign.
4. Establish the click-through rate target for your pay-per-
click ads.
5. Set the conversion rate target for your pay-per-click ads.
6. Define your budget for the pay-per-click campaign.
7. Establish your ROI or Return on Investment goal for the pay-
per-click campaign.
8. Determine the value of each keyword phrase.
9. Plan how to measure your pay-per-click campaign results.
Task number one is determining your product or service's Unique
Selling Proposition, or USP. What is a USP? The USP clearly
answers the question, "Why should I do business with you instead
of your competitors?" Your organization needs to stand out from
the crowd! This could relate to the services or products
provided, guarantees offered, delivery mechanisms used,
complementary services provided, pricing or any attribute
associated with your business.
Identify your organization's uniqueness since it is pointless
promoting cheap prices if everyone else is promoting the same.
If everyone were offering cheap prices you would be better off
promoting higher prices for providing better quality and service
as long as you are delivering better quality and service.
An articulate USP assists in defining the focus and selecting
the keyword phrases for your pay-per-click campaign. For example,
if your USP is focused on quality and service perhaps you would
avoid a keyword phrase containing the word "cheap" but rather
include words denoting quality.
Task number two is defining the campaign's goals and objectives.
Typical examples might be: increase web site traffic X percent,
acquire X number of new business leads, obtain X number of new
customers or orders per day, achieve X sales revenue dollars per
time period, etc. Whatever you set as your goals or objectives
you must be certain they are quantifiable and measurable in
order to determine the success of your pay-per click campaign.
Task number three is deciding the starting and ending date of
the pay-per-click campaign. This is a major benefit to pay-per-
click campaigns since you have the ability to turn a campaign on
and off at your discretion. As an example, you could create a
campaign promoting National Nurse's Week or something similar
with discounted sale prices supported by advertising coop funds
provided by the product's manufacturer.
Task number four is establishing the click-through rate target
or goal for your pay-per-click ads. The click-through rate is
the number of times the ad is clicked versus the total number of
impressions. One impression is a one display of the ad. In
general, click-through rates range from 1% to 5% of the number
of impressions. The formula is:
Click-Through Rate % = Total Number of Ad Clicks /
Total Number of Ad Impressions * 100
Task number five is setting the conversion rate target or goal
for your pay-per-click ads. A conversion is a measure of
searchers clicking on the ad and taking the next step or call to
action such as a purchase, registration, subscription, etc. The
conversion rate can be measured versus the total number of ad
impressions or total ad click-throughs. It's your choice; but,
most organizations measure it versus the ad click-throughs.
Conversion rates range to all extremes but a good target might
be from 5% to 20% of the number of ad click-throughs. A quick
view of the formula is:
Conversion Rate % = Total Number of Conversion Actions /
Total Number of Ad Impressions * 100
Or
Conversion Rate % = Total Number of Conversion Actions /
Total Number of Ad Click-Throughs * 100
Task number six is defining your budget for the pay-per-click
campaign. How much do you desire to budget or spend per time
period or for the total cost of the pay-per-click campaign?
Many of the pay-per-click search engines offer automated
budgeting mechanisms that can be initiated to control the cost of
your campaign. If you do nothing else in the planning process,
set a campaign budget and stick to it!
Task number seven is establishing your ROI or Return on
Investment goal. The ROI is based on the tangible benefits,
bottom-line revenue increase or expense decrease, versus the
cost to obtain the tangible benefits. In general, each
organization defines ROI objectives for company investments and
these should be applied to the pay-per-click campaign.
Task number eight, and perhaps the most important, is
determining the value of each keyword phrase and, in turn each
visitor. The simple formula works like this. Divide the
average number of new customers each month by the average number
of monthly web site visitors to get the percentage of visitors
who actually become customers. If you multiply this percentage
times your average profit margin on sales to new customers, you
obtain a good estimate of how much a visitor is worth on the
first visit.
In other words, let's assume you're selling an item with a $25
profit margin. If 10% of the web site visitors buy your product,
then each visitor is worth $2.50 to you ($25.00 X 10% = $2.50).
If you can bid $2.50 or less for each click-through of the
keyword phrase, then you are profiting on each conversion or sale.
Another way to look at this is in terms of your click-through
and conversion rates. Let's suppose we have a click-through rate
of 5% and a conversion rate of 10% versus the ad click-throughs.
We will use the same $25.00 profit margin.
1,000 impressions X 5% click-through = 50 potential customers
50 potential customers X 10% conversion = 5 actual customers
5 actual customers X $25.00 profit margin = $125.00 profit
$125.00 profit / 50 potential customers = $2.50 per click
(maximum bid)
Have you noticed how important it is to know the value you of a
keyword phrase or visitor? Without these guidelines, you are
bidding in the dark and asking for trouble. It is imperative
that you be able to estimate your maximum bid prices to be
successful in your pay-per-click campaign!
Task number nine, the final task, is planning how you will
measure your campaign results versus the goals, objectives and
targets you established. You should review if you have the
proper structure and tools on your web site to capture the
information for the measurements.
For example, do you have access to your web logs? Do you have
web analytic tools? What types of data do they capture and
analyze? Do you have a web site page that will define a
conversion? It might be the order confirmation page from your
web site shopping cart or the e-mail subscription confirmation
page.
Perhaps this seems like a substantial amount of work for
planning your pay-per-click campaign. But, look at the results
of good and poor projects in any personal or business environment.
At the foundation of their success or failure was a well or
poorly conceived plan. Take the extra steps. Make the
additional effort. Your success will be rewarded with a cost
effective, high ROI pay-per-click promotion campaign without
breaking your bank account!
About the Author
Chet Childers is a successful Internet marketer utilizing the
power and quick response of pay-per-click marketing to increase
website visibility and profitability. Click
http://www.ThePayPerClickMarketer.com and enroll in our e-course,
"Discover Tips and Secrets for Pay-Per-Click Marketing Success,"
or visit http://www.ChetChilders.com.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
That's all for this time - thanks for reading!
To contact us, winning@esworldmarketing.com
Your success is our success!
(c) 2001-2005 ES World Marketing
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> OUR MISSION
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
We, at The Winning AdVantage, are devoted to helping our subscribers
develop their marketing skills and promote their home-based Internet
marketing businesses and affiliate opportunities. This publication
features tips, techniques and how-to articles on such topics as ad copy
writing, finding good FRËË or inexpensive places to post ads, finding the
best available resources, and other issues related to making money on
the Internet. The Winning AdVantage eZine is dedicated to the
enhancement of your home-based Internet marketing business success.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> Subscribe & Un-subscribe Instructions
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
To subscribe or unsubscribe, visit our Web site at:
http://www.esworldmarketing.com/blog/ezine/
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
***************************************************************
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
THE WINNING ADVANTAGE eZINE
Monday, March 28, 2005
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
The Winning AdVantage eZine is dedicated to the enhancement of your
Home-based Internet Marketing Business Success.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~Home-based Internet Marketing Business Success.
Published by Earl Savage
ES World Marketing
http://www.esworldmarketing.com/blog/ezine/
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Privacy Policy:
You are receiving this publication because you subscribed to it.
Our subscriber list is confidential and we respect your privacy.
If you wish to unsubscribe, the directions for doing so can be
found at the end of this issue.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
In This Issue:
-----------------
1. Message from the Editor
2. Feature Article - "Plan Your Way to Pay-Per-Click Campaign Success!"
by Chet Childers
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Dear Reader,
Thanks for inviting me to your e-mail in-box and WELCOME to all our new subscribers!
As always, I hope you'll enjoy and profit from reading "The Winning AdVantage".
Please feel free to post your comments at the bottom of this blog post.
Please contact me with any questions or comments. I am here to help and welcome
any help or advice you may offer.
Cordially yours,
Earl Savage, Publisher
The Winning AdVantage eZine
winning@esworldmarketing.com
P.S. If you like this ezine, please forward it to your friends, downline, upline, etc.
If you have ideas for improving it, please let me know. I'd love to hear from you.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> SPONSOR AD
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Free Music Dowloads
Download Unlimited Free Music!
No Download Fees. Enter Here Now
http://hop.clickbank.net/?esworld/mp3center
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> Feature Article
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Plan Your Way to Pay-Per-Click Campaign Success!
Copyright 2005 Chet Childers
http://www.thepayperclickmarketer.com
Have you heard the saying, "planning is everything?" Perhaps
there is some truth in that saying so let's discover how to
successfully plan your pay-per-click campaign.
Let's keep this simple and create a list of required tasks to
successfully plan your pay-per-click campaign. These are:
1. Determine your product's Unique Selling Proposition.
2. Define your pay-per-click campaign's goals and objectives.
3. Decide the starting and ending dates for the pay-per-click
campaign.
4. Establish the click-through rate target for your pay-per-
click ads.
5. Set the conversion rate target for your pay-per-click ads.
6. Define your budget for the pay-per-click campaign.
7. Establish your ROI or Return on Investment goal for the pay-
per-click campaign.
8. Determine the value of each keyword phrase.
9. Plan how to measure your pay-per-click campaign results.
Task number one is determining your product or service's Unique
Selling Proposition, or USP. What is a USP? The USP clearly
answers the question, "Why should I do business with you instead
of your competitors?" Your organization needs to stand out from
the crowd! This could relate to the services or products
provided, guarantees offered, delivery mechanisms used,
complementary services provided, pricing or any attribute
associated with your business.
Identify your organization's uniqueness since it is pointless
promoting cheap prices if everyone else is promoting the same.
If everyone were offering cheap prices you would be better off
promoting higher prices for providing better quality and service
as long as you are delivering better quality and service.
An articulate USP assists in defining the focus and selecting
the keyword phrases for your pay-per-click campaign. For example,
if your USP is focused on quality and service perhaps you would
avoid a keyword phrase containing the word "cheap" but rather
include words denoting quality.
Task number two is defining the campaign's goals and objectives.
Typical examples might be: increase web site traffic X percent,
acquire X number of new business leads, obtain X number of new
customers or orders per day, achieve X sales revenue dollars per
time period, etc. Whatever you set as your goals or objectives
you must be certain they are quantifiable and measurable in
order to determine the success of your pay-per click campaign.
Task number three is deciding the starting and ending date of
the pay-per-click campaign. This is a major benefit to pay-per-
click campaigns since you have the ability to turn a campaign on
and off at your discretion. As an example, you could create a
campaign promoting National Nurse's Week or something similar
with discounted sale prices supported by advertising coop funds
provided by the product's manufacturer.
Task number four is establishing the click-through rate target
or goal for your pay-per-click ads. The click-through rate is
the number of times the ad is clicked versus the total number of
impressions. One impression is a one display of the ad. In
general, click-through rates range from 1% to 5% of the number
of impressions. The formula is:
Click-Through Rate % = Total Number of Ad Clicks /
Total Number of Ad Impressions * 100
Task number five is setting the conversion rate target or goal
for your pay-per-click ads. A conversion is a measure of
searchers clicking on the ad and taking the next step or call to
action such as a purchase, registration, subscription, etc. The
conversion rate can be measured versus the total number of ad
impressions or total ad click-throughs. It's your choice; but,
most organizations measure it versus the ad click-throughs.
Conversion rates range to all extremes but a good target might
be from 5% to 20% of the number of ad click-throughs. A quick
view of the formula is:
Conversion Rate % = Total Number of Conversion Actions /
Total Number of Ad Impressions * 100
Or
Conversion Rate % = Total Number of Conversion Actions /
Total Number of Ad Click-Throughs * 100
Task number six is defining your budget for the pay-per-click
campaign. How much do you desire to budget or spend per time
period or for the total cost of the pay-per-click campaign?
Many of the pay-per-click search engines offer automated
budgeting mechanisms that can be initiated to control the cost of
your campaign. If you do nothing else in the planning process,
set a campaign budget and stick to it!
Task number seven is establishing your ROI or Return on
Investment goal. The ROI is based on the tangible benefits,
bottom-line revenue increase or expense decrease, versus the
cost to obtain the tangible benefits. In general, each
organization defines ROI objectives for company investments and
these should be applied to the pay-per-click campaign.
Task number eight, and perhaps the most important, is
determining the value of each keyword phrase and, in turn each
visitor. The simple formula works like this. Divide the
average number of new customers each month by the average number
of monthly web site visitors to get the percentage of visitors
who actually become customers. If you multiply this percentage
times your average profit margin on sales to new customers, you
obtain a good estimate of how much a visitor is worth on the
first visit.
In other words, let's assume you're selling an item with a $25
profit margin. If 10% of the web site visitors buy your product,
then each visitor is worth $2.50 to you ($25.00 X 10% = $2.50).
If you can bid $2.50 or less for each click-through of the
keyword phrase, then you are profiting on each conversion or sale.
Another way to look at this is in terms of your click-through
and conversion rates. Let's suppose we have a click-through rate
of 5% and a conversion rate of 10% versus the ad click-throughs.
We will use the same $25.00 profit margin.
1,000 impressions X 5% click-through = 50 potential customers
50 potential customers X 10% conversion = 5 actual customers
5 actual customers X $25.00 profit margin = $125.00 profit
$125.00 profit / 50 potential customers = $2.50 per click
(maximum bid)
Have you noticed how important it is to know the value you of a
keyword phrase or visitor? Without these guidelines, you are
bidding in the dark and asking for trouble. It is imperative
that you be able to estimate your maximum bid prices to be
successful in your pay-per-click campaign!
Task number nine, the final task, is planning how you will
measure your campaign results versus the goals, objectives and
targets you established. You should review if you have the
proper structure and tools on your web site to capture the
information for the measurements.
For example, do you have access to your web logs? Do you have
web analytic tools? What types of data do they capture and
analyze? Do you have a web site page that will define a
conversion? It might be the order confirmation page from your
web site shopping cart or the e-mail subscription confirmation
page.
Perhaps this seems like a substantial amount of work for
planning your pay-per-click campaign. But, look at the results
of good and poor projects in any personal or business environment.
At the foundation of their success or failure was a well or
poorly conceived plan. Take the extra steps. Make the
additional effort. Your success will be rewarded with a cost
effective, high ROI pay-per-click promotion campaign without
breaking your bank account!
About the Author
Chet Childers is a successful Internet marketer utilizing the
power and quick response of pay-per-click marketing to increase
website visibility and profitability. Click
http://www.ThePayPerClickMarketer.com and enroll in our e-course,
"Discover Tips and Secrets for Pay-Per-Click Marketing Success,"
or visit http://www.ChetChilders.com.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«»
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~That's all for this time - thanks for reading!
To contact us, winning@esworldmarketing.com
Your success is our success!
(c) 2001-2005 ES World Marketing
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> OUR MISSION
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
We, at The Winning AdVantage, are devoted to helping our subscribers
develop their marketing skills and promote their home-based Internet
marketing businesses and affiliate opportunities. This publication
features tips, techniques and how-to articles on such topics as ad copy
writing, finding good FRËË or inexpensive places to post ads, finding the
best available resources, and other issues related to making money on
the Internet. The Winning AdVantage eZine is dedicated to the
enhancement of your home-based Internet marketing business success.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
=>> Subscribe & Un-subscribe Instructions
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
To subscribe or unsubscribe, visit our Web site at:
http://www.esworldmarketing.com/blog/ezine/
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»¥«¤»§«¤»
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
***************************************************************
Copyright 2001-2005 The Winning AdVantage Ezine All rights reserved
The Winning AdVantage is a publication of ES World Marketing.
The Winning AdVantage is a publication of ES World Marketing.
posted by The Winning AdVantage eZine at 3/28/2005 07:59:00 PM
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