How Much Should I Spend Per Month On Pay-Per-Click?

“How much should I be spending?” is one of the first and most frequent questions we get from potential clients.

In that question are two separate questions that the client wants to know, though they are rarely able verbalize it:

1) What should I be spending per month 2) What will my setup costs be if I don’t already have an account. What Should I Spend Per Month? There are several ways to answer this question. You may want to consider these answers before you hire a pay per click management team. Some popular answers to this question are “what you can afford to lose”, “it depends on the industry”, and “about whatever you think you can afford to spend”. Those are all reasonable answers for some clients. For advanced businessmen and women I think the following answer is better: “If you could buy one dollar bills for $.99, how many would you buy?” Obviously you would want to buy as many as possible, or spend infinite amounts. Even though margins are low (in this example), the more you spend, the more you make. Would you still be interested in this deal if you had to pay someone else to arrange this service for you? Again, the answer would be yes. While this eats into your margins (again), you are still in a position to make a ton of money if you put up the money. Lets bring this back to pay per click. Due to advances in tracking technology, we are able to calculate the amount of money you are spending and the amount of money you are making directly from pay per click ads. If this is a positive number, it is no different than the above example, where you are buying dollar bills for $.99.

This advice has is limitations, but not in the ways you might expect. The obvious limitation is that there is not an infinite supply of customers. This manifests itself in the following way: the more you spend, the higher the cost of acquisition, which will eat into your margins. However, if you do not yet have a solid account, you probably do not need to be concerned about this. Setup Costs The other limitation to this advice is that it will cost you money to get your account to a profitable state. Accounts are rarely profitable on day one. You will have to invest some money upfront in your advertising, just like all other forms of advertising. This cost varies from company to company. A pharmaceutical company that advertises to every country will pay a lot more than a mom-and-pop button-making shop that serves only Boca Raton. Thus, there are two variables to keep in mind that will affect your startup costs (not to be confused with “setup costs”, which is the cost your ppc company charges you to setup the account): How competitive your industry is and how large the geographic region you want to advertise to is.

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Three Ingredients for Interactive Marketing Success.

Resource: Unica (NASDAQ: UNCA)a recognized leader in marketing software solutions. According to one Jupiter Research report, personalized emails using website click stream data produced 3.8 times more revenue than broadcast emails. The problem - Too many online marketers don’t know how to use online interaction date to their advantage. Consider: · An Aberdeen Group Survey found that only 16% of marketers personalize email content beyond using the recipient’s name. · Only 16% of respondents to the e-tailing group’s 2009 annual merchant survey agreed that “our emails are very personalized based on past customer behavior” · The e-tailing group survey found that only 9% of US online retailers dynamically show product based on past customer purchases. When the potential is so great, why is the opportunity to engage individually with customers and visitors often ignored by online marketers? Because most marketers miss the THREE KEY STEPS to REALIZING the VALUE of ONLINE INTERACTION DATA. 1) MOST CUSTOMER PROFILES REMAIN WOEFULLY INCOMPLETE. Major consumer marketers routinely spend hundreds of thousands of dollars for generic list data. Yes these same companies often ignore the proprietary data riches right under their noses. To build truly interactive, customer and behavior-driven campaigns, you need a complete customer profile that includes: *Website Behavior data such as how visitors found your site, what interested them, what they looked for and maybe even what frustrated them. *Marketing responses to search ads, website promotions, email offers and more that reveal important insights on individual interests. *Social Media Activity such as product rating tools, social networks, blogs photo and video sharing sites, community platforms that engage customers and can improve your marketing precision. While many companies have some of the above elements, few have what it takes to integrate online behavior data together with traditional offline information such as demographics and transactions. 2) TOO MANY ONLINE MARKETING SYSTEMS ARE FRAGMENTED. There is no shortage of analytical tools, monitoring services and technology vendors but the very proliferation of options has made it almost impossible to coordinate online marketing actions into one informed, effective whole. The most troubling obstacles included: *Redundant page tagging that requires frequent rework as marketing goals & site designs. *Disconnected applications with separate interfaces that increase training requirements, delay time to-value and reduce productivity. As a result of this fragmentation, marketers are overly dependent on technical resources that are scarce, expensive and time-consuming-yes essential for improving the targeting, timing and personalization of email and website content. 3) THERE ARE THREE BASICE OTIONS FOR INTERGRATING ONLINE DATA- BUT ONLY ONE OF THEM IS A PRACTICAL SOLUTON FOR EFFICIENT MARKETING. a) Build a custom data warehouse where online interaction data is downloaded and stored on premises. b) Share data via a “virtual” platform. Many vendors have this API capability but do charge heavily for this added service. c) Use a single, integrated solution for online marketing. By working with one integrated solution, marketers can: *Streamline the workflow across systems to move customer information across channels without disruption, allowing data from one source-such as web data streams – to serve as triggers for actions from other applications, such as email offer or even traditional direct mail. *Eliminate other dependencies on technical resources for executing marketing work, including adding JavaScript page tags, posting updated site content or new landing pages, setting up content testing and more. *Automate processes and execution for personal dialogues with thousands or even millions of website visitors by using software that allows you to define triggers and turn online interaction data into customizable, scalable marketing efforts. SEE WHAT INTERACTIV MARKETING ONDEMAND CAN DO FOR YOU. Integrated, automated online marketing is not a pipe-dream, but a practical reality within your reach. Resource: Unica (NASDAQ: UNCA)a recognized leader in marketing software solutions.