Inside Search Marketing - Part 2
Last week we created a new Sponsored Search Account with Yahoo! Search Marketing (YSM) and began promoting a new product. This is a pay per click (PPC) campaign meaning we pay for each time a person clicks on one of our ads. A much-expanded version of this article, including last week’s information and a detailed search term analysis, is available at www.myklin.com/campaign.
The product, an updated version of an electronic book, “SEO-Tactics v2.6”, was started with five search terms. The highest number of impressions is coming through a term, “Internet Marketing Book” that is generally about the book’s subject, which we expected. However, we are getting a smaller click through rate (CTR) than the more relevant search term, “Search Engine Optimization Book.” This is a good thing. The less relevant the search term is to our product the less likely we will make a sale. I don’t really want to have someone clicking on our ads unless they are looking for what we’re selling.
The more relevant term is getting a CTR over 2.5% which means my ads are working fairly well. I have seen better rates but they could be much lower. On a daily basis they sometimes exceed 4% so these are weekly averages.
Different terms will have different costs and the costs can change daily. We started with five terms ranging in cost from .11 to $1.02 per click and the pricing has remained stable. We bid just enough to get number two positions with all the terms.
We’ve had 1329 impressions (the number of people who saw our sponsored ads) this week and a total of 32 clicks for a total cost of $7.32. That’s an average CPC (cost per click) of just 23 cents, down from 62 cents last week. More of our clicks are coming through lower priced search terms. The campaign total is $14.08.
YSM says we’ve had one conversion (sale) this week. If they are correct then the total cost of the campaign would be the advertising cost for the sale. YSM tracks this by placing a cookie in the browsers of people who click through my ads and then checking to see if the cookie is still in the browsers at the sale completion page on my website. If your browser deletes cookies at the end of the on-line session they would not be able to track your visit correctly. In fact, we had five new customer sales this week and this campaign is the only expense connected with the book, so my advertising cost per sale is just $2.82. I do sell this book to previous customers for half price and through commission sales by affiliates as well so we’re just following new sales in these articles.
Look for more explanations next week as we continue to watch this active campaign.
Mike Myklin is an author, a lecturer, and an e-commerce owner specializing in Internet Marketing. If you have questions about the Internet and e-commerce, you can send them to him and he will try to answer them in his column. You can also get information on-line at http://www.myklin.com/.
The product, an updated version of an electronic book, “SEO-Tactics v2.6”, was started with five search terms. The highest number of impressions is coming through a term, “Internet Marketing Book” that is generally about the book’s subject, which we expected. However, we are getting a smaller click through rate (CTR) than the more relevant search term, “Search Engine Optimization Book.” This is a good thing. The less relevant the search term is to our product the less likely we will make a sale. I don’t really want to have someone clicking on our ads unless they are looking for what we’re selling.
The more relevant term is getting a CTR over 2.5% which means my ads are working fairly well. I have seen better rates but they could be much lower. On a daily basis they sometimes exceed 4% so these are weekly averages.
Different terms will have different costs and the costs can change daily. We started with five terms ranging in cost from .11 to $1.02 per click and the pricing has remained stable. We bid just enough to get number two positions with all the terms.
We’ve had 1329 impressions (the number of people who saw our sponsored ads) this week and a total of 32 clicks for a total cost of $7.32. That’s an average CPC (cost per click) of just 23 cents, down from 62 cents last week. More of our clicks are coming through lower priced search terms. The campaign total is $14.08.
YSM says we’ve had one conversion (sale) this week. If they are correct then the total cost of the campaign would be the advertising cost for the sale. YSM tracks this by placing a cookie in the browsers of people who click through my ads and then checking to see if the cookie is still in the browsers at the sale completion page on my website. If your browser deletes cookies at the end of the on-line session they would not be able to track your visit correctly. In fact, we had five new customer sales this week and this campaign is the only expense connected with the book, so my advertising cost per sale is just $2.82. I do sell this book to previous customers for half price and through commission sales by affiliates as well so we’re just following new sales in these articles.
Look for more explanations next week as we continue to watch this active campaign.
Mike Myklin is an author, a lecturer, and an e-commerce owner specializing in Internet Marketing. If you have questions about the Internet and e-commerce, you can send them to him and he will try to answer them in his column. You can also get information on-line at http://www.myklin.com/.
posted by Mike Myklin at 3:15 AM
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