Using Long Tail Marketing Techniques in
Search Engine Buys
As with all of your search engine marketing endevours, it
is extremly important to track the results of your campaign.
For my client's sites, I spend hours each month pouring through
their log files to analyze each refferer and measure their
ROI. For large campaigns this should be done at least weekly.
Too often people spend time and money on search engine optimization
but then do not spend the time necessary to really understand
the results.
Here is an exaple. Let's say you have an printer ink supply
business and have budgetted $1000 / month on bringing in traffic
and hopefully sales to your business. The top search engine
keywords to buy for this site in terms of searches is: ink
jet printer, ink jet refill, epson ink jet cartridge, hp ink
jet cartridge, cheap ink jet cartridge, epson ink jet , discount
ink jet cartridge, ink jet printer review, best ink jet printer,
ink jet printer refill. If you wanted to be #1 for each of
these terms, you would spend $963.88 for a total of 519 clicks.
This is $1.85 per click. Now if your site is really good and
really targetted you can expect at most a 2% conversion on
these clicks. 2% is actually really high, most websites have
a conversion rate between .5% - 1.5%. We'll also figure that
the average order is $40 and from that $40 you're making $15.
So out of your 519 clicks, we've had 10 sales for a total
of $400.00 and a net profit of $150.00. Spending $1000 a month
to make $150.00 doesn't make a whole lot of sense, but you'd
be surprised by the number of companies doing it.
Now let's take this same example but use the long tail technique
of ad buys. For these ads we will purchase the actual model
numbers of the OEM ink jet cartridges people are looking for
as well as printer model numbers. To get the same amount of
trafic we'll actually need to purchase hundreds of keyword
phrases. Each one might only give us 2 or 3 clicks a month,
but at the end of the month our hundreds of phrases have brought
us the exact same 519 clicks, but this time at an average
cost of 12 cents per click. Total amount spent on ads: $62.28.
By analyzing our results and intelligently going after underutilized
key word phrases, our advertising campaign has make produced
2 1/2 times the amount of profit as our cost.
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