How to do Stuff: Online Marketing

How many website visitors do you need ?

How much can you afford to pay to have someone visit your website ? If you're spending money on clicks to…

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How to benefit from advancing technology

No surprise : people like things to be fast and easy ! So a new way of doing things is often…

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Save Time & Simplify Your Workflow

Correcting mistakes and omissions takes way more time than setting things up correctly in the first place. Recently I've been helping…

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3-Step Business Plan

To run a business, there are things that MUST be done and things that are less important. If you have…

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Retargeting and Pixeling

Retargeting (where ads are displayed to people who have previous visited a website ) is cheaper than running a first…

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A Simple Digital Marketing Checklist

Checklists save you time. The checklist down the bottom of this post should help if you need a starting point…

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How many website visitors do you need ?

How much can you afford to pay to have someone visit your website ?

If you’re spending money on clicks to your website from ads it’s important not to spend more than you make back.

Most service businesses follow the following routine

  1. They contact likely customers by running ads;
  2. Provide a quote for the work required;
  3. Do the job for the accepted quotes.

To control a business well, a statistic should be kept and graphed weekly for each of those 3 things – the number of contacts, quotes requested and quotes accepted.

The 4th statistic you need is how many people click from the ads to get to your website and then you can work out the value of a visitor to your website.

Thank you VERY much to Ryan Deiss who’s posts on explained this to me.

Here’s a workout I helped a client with, based on the spreadsheet that Ryan uses.

Over 6 weeks, there were 59 contacts from 401 clicks … a 14.71% conversion rate, which I entered in the spreadsheet. From the 59 contacts, 27 quotes were requested ( 60% ) and 7 of the 27 quotes ( 26% ) were accepted.

26% of 60% of 14.71% shows that 2.3 % of the website visitors became customers.

So if the average profit on a quote is $1500 then each, single visitor who arrives at this website from the ad campaign they ran was worth 2.3% of $1,500 which is $34.43 ( Average Visitor Value ).

So now you can compare that to the cost per click ( CPC ) for your keywords and decide how much you can afford to pay.

A comparison of collecting leads …

The cost per conversion ( a call or form submission ) in this example was about $30 to $50 with Google Search Ads.

My cost per conversion ( for a form submission ) for Spellboundweb was $4.62 in my last Facebook campaign.

With Google search ads I’m now quoted around $25 per CLICK with no guarantee of a form submission, so I don’t use them any more.