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Quarterly Internet Marketing Report

Brett Tarr
Brett Tarr

The document provides a summary of internet marketing activities for July 2010. Key points include: - PPC and SEO metrics like visits, conversions, and conversion rate increased month-over-month while costs only increased slightly. - PPC saw a large increase in conversions from 74 to 112 and the highest conversion rate of 14.59%. - Volacci activities (PPC and SEO) accounted for 79.33% of total online conversions and had a higher conversion rate and lower cost per conversion than other marketing activities. - The top landing page was the home page, receiving the most visits and conversions at 48% of total conversions.

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Internet Marketing Report July 2010
Table of Contents Online Traffic Report.Page 3 PPC & SEO Summary for July PPC & SEO Volacci vs. All Other Online Marketing Activities 3 Month Analysis for All Online Marketing Activities....Page 5 Analytics ReportPage 6 July Summary Top 10 Landing Pages Website Funnel for the Contact Form.....Page 7 PPC Report...Page 8 July Summary August Goals 3 Month Analysis July Weekly Analysis.....Page 9 PPC Recommendations..Page 10 PPC Glossary....Page 11 July 2010 Online Traffic Report
SEO & PPC Visits SEO & PPC Costs SEO & PPC Conversions SEO & PPC Conversion Rate SEO & PPC Cost/Conv. June 10131 $14,547 158 1.56% $92 July 11935 $14,988 238 1.99% $63 Difference 1804 $441.33 80 0.43% -$29 PPC & SEO Summary for July During the month of July all metrics for PPC and SEO activity increased, however online costs for both mediums increased only slightly by $441 due to an increase in PPC spend. Total visits for PPC & SEO were up by 1,800 from July and total conversions increased as well, by 80 (from 158 to 238). The total conversion rate for SEO and PPC slightly increased which was partially due to a large decrease in the total cost per conversion by $29. PPC & SEO The number of conversions for both PPC increased significantly over last month by 38 (up from 74 to 112 this month), and the number of conversions for SEO increased as well up from 103 to 126 this month. The cost per conversion for PPC was almost twice as high as the cost per conversion for SEO ($83 compared to $45, respectfully) however; the cost per conversion for SEO also includes conversions from traffic that are outside of the keywords we are currently optimizing for. The reason why these figures are added into SEO is due to an overall increase in SEO traffic as a result of optimizing for selected keywords. Volacci vs. All Other Online Marketing Activities During July the total number of visitors that came to the website was 42,444 from all online and offline marketing activity. Of the 42,444 visitors that came only 28.12% came from Volacci related activities (PPC and SEO). However, Volaccis activities also contributed the most to total online conversions. Of the 300 total conversions, PPC and SEO activities accounted for 79.33%, or 238 conversions. Visits Cost Contact Form Conversion Rate Cost/Conv. Volacci 11,935 $14,988 238 1.99% $63 Total Traffic 42,444 ? 300 0.71% ? The conversion rate for Volacci activities was also much higher than the total conversion rate for all online conversions (1.83% compared to .60%). The cost per conversion for PPC and SEO activity averaged out to $68.75. The total cost for all other marketing activity is unknown to Volacci so we cannot determine the cost per conversion for all other marketing actions. Organic Traffic PPC Conversions 126 112 Cost per Conversion $45.24 $82.93 $0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 $80.00 $90.00 105 110 115 120 125 130 C O S T P E R C O N V E R S I O N C O N V E R S I O N SEO & PPC
Ledger However, if we were to assume that all other marketing activities cost $10,000 during July, then the cost per conversion would have been $277.77, almost 4.4 times higher than all SEO and PPC activity combined. Additionally, the number of conversions for all other marketing activity (other than PPC and SEO) is 34, which is 7 times lower than Volacci activities. Although the number of visits (or traffic) that came from Direct Traffic was the highest (26,252) it had the second lowest conversions (22). The lowest form of conversions came from referral sites (14). PPC had by far the highest conversion rate with 14.59%, while all SEO traffic (Organic Traffic) came in second place at .68%, which was twice as high as the conversion rate for Referrals. Direct traffic also had the lowest conversion rate (.08%) which is surprising since it would seem more logical that people who typed in www..com were familiar with the company, and therefore more likely to complete a conversion. One possible hypothesis is that a lot of direct traffic may come from employees or existing customers who are looking for contact information or it might be due to other marketing activities used to drive traffic to the home page. Visits Conversions Organic Traffic 10,948 126 PPC 768 112 Direct Traffic 26,252 22 Referrals 4,257 14 OrganicTraffic PPC DirectTraffic Referrals 0 20 40 60 80 100 120 140 160 0 5000 10000 15000 20000 25000 30000 C O N V E R S I O N S VISITS PPC Organic Traffic Direct Traffic Referrals Conversion 112 126 22 14 Conversion Rate 14.59% 1.15% 4.07% 1.50% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 0 20 40 60 80 100 120 140 C O N V E R S I O N R A T E C O N V E R S I O N All Online Marketing Channels
3 Month Analysis for All Online Marketing Activities Medium Visits May / June / July Cost May / June / July All Conversions May / June / July Conversion Rate May / June / July Cost/Conv. May / June / July Organic Traffic 9088 / 9488 / 10,948 $5,700 / $5,700 / $5,700 98 / 103 / 126 1.07% / 1.09% / 1.15% $58 / $55 / $45 PPC 904 / 643 / 768 $9,316 / $8,847 / $11,661 69 / 74 / 112 7.63% / 11.51% / 14.59% $135 / $120 / $104 Direct Traffic 25,205 / 26,813 / 26,252 ? 45 / 17 / 22 0.18% / 0.06% / 0.08% ? Referrals 3,961 / 4,156 / 4,257 ? 12 / 14 / 14 0.43% / 0.29% / 0.33% ? TOTAL 38,254 / 41,100 / 42,444 $15,016 / $14,547 / $17,361 224 / 208 / 274 0.59% / 0.50% / 0.65% ? For the past three months organic traffic (SEO) has steadily increased from 9,100 a month to 11,000 a month while the conversion rate has steadily increased as well from 1.07% to 1.15%. PPC traffic increased only slightly, however the conversion rate has increased dramatically from 7.63% to 14.59%, thus increasing the number of conversions from 69 to 112. Conversions for direct traffic decreased significantly over the last three months from 45 in May to 22 in July. While referral conversion have remained about the same (at 14) but it has also produced the fewest conversions for all mediums.
July 2010 Analytics Report Visits Conversions Conversion Rate Google Organic Search 7,549 99 1.31% Yahoo Organic Search 761 11 1.45% Bing Organic Search 1,326 16 1.21% Google PPC 768 112 14.59% July Summary During July we saw the vast majority of traffic came from Google Organic Search while Bing Organic Traffic and Google PPC traffic came in a close second but with 1/8 as much traffic. The highest converting from of traffic was PPC, however Google Organic search came in second with .92% conversion rate and it had the second highest number of conversions (99), whereas Yahoo and Bing Organic Search had the fewest number of conversions (11 and 16, respectfully). Top 10 Landing Pages The top ten landing pages accounted for over 93% of all page views, and the average page view per visitor for the top 10 landing pages was 2.93. The landing page with the highest number of conversions was the home page, with 121 of the total 254 conversions (or 48%). The icd9 page produced the highest number of visits with over 20,000 visits but failed to produce one conversion. Landing Page Entrances Contact Form Contact Form % Trial Trial % Avg. Time on Page solutions/icd- 9_search/search/index.php 20458 0 0.00% 0 0.00% 0:02:18 www..com/ 15968 67 0.42% 54 0.34% 0:01:22 /Employment/employment.html 1073 2 0.19% 2 0.19% 0:02:13 about/products.html 656 9 1.37% 3 0.46% 0:01:09 /about/contact.html 363 13 3.58% 8 2.20% 0:01:33 /support/index.html 238 0 0.00% 0 0.00% 0:01:32 /support/ 216 1 0.46% 0 0.00% 0:00:51 support/glossary.html 212 0 0.00% 0 0.00% 0:00:45 /solutions/icd- 9_search/icd-9_search.html 211 0 0.00% 0 0.00% 0:01:34 /solutions/chart/chart.html 153 1 0.65% 1 0.65% 0:00:50 Total 39548 93 0.67% 68 0.38% 0:01:25
Website Funnel for the Contact Form During July the number of all visitors who came to the website from all different media sources and filled out the contact form was 125. The conversion rate for the contact form page was 5.68%. Approximately half of all visitors (1,009 of 2,180) that came to the contact form came directly from the home page. The home page is represented below with the / mark.
July 2010 PPC Report Impressions Clicks CTR Avg CPC Cost Avg Position Conv. (1-per- click) Conv. Rate (1- per-click) Cost/Conv. (1-per- click) June 109,543 643 0.59% $11.89 $7,647 3.8 70 10.89% $109 July 112,528 768 0.68% $10.53 $8,088 4.5 112 14.60% $72 Difference 2,985 125 0.09% -$1.36 $441 0.7 42 3.71% -$37 July Summary During the month of July conversions increased to an all time high of 112. This month also saw a very high conversion rate of 14.60%, up 3.71% over last month with an increase of only 125 more clicks. The number of many-per-click conversions increased to an all time high as well from 83 to 201. All other figures increased as well. Impressions, clicks and click through rate also increased even though the average position decreased a little and total costs increased by $441. Part of the reason why there was such an increase in conversions was due to the cost per conversion decreasing from $109 to $72. August Goals During the month of August our goal is to keep conversions high and the account fully optimized. Although it might be very difficult to maintain record breaking numbers like weve seen in July, we will closely monitor the account to make sure it is working as well or better than it has before. We will accomplish this by conducting a competitive analysis of the top performing text ads and then rewrite the text ads for the account in order to capitalize on whats working in the marketplace while tailoring the ad to fit unique selling proposition. 3 Month Analysis For the last three months weve seen the PPC account continue to increase in all the major metrics. Conversions have increased from 66 in May to 70 in June and 112 in July. During the same time the conversion rate has increased from 7.30% to 10.89% to 14.60%, while the cost per conversion has decreased, from $123 to $109 to $72. If we look at the many-per-click conversions the number has increased dramatically as well from 79 conversions in May to 83 in June and 201 in July. The difference between the many-per-click and the one-per-click figures indicates that during the month of July there was a much higher percentage of high quality leads that ever before since visitors were interested in not only being contacted but also watching the demo of software as well. June July Difference Conversions 70 112 42 0 20 40 60 80 100 120 Conversions
July Weekly Analysis During July clicks, impressions and conversions all increased during the middle of the month while the cost per click decreased during this time, providing for a low cost per conversion overall for the month. The last week in the month saw impressions increase while clicks decreased, which contributed to a lower click through rate (CTR) as well as a higher cost per click. May June July Conv. (1-per-click) 66 70 112 Cost/Conv. (1-per-click) $122.97 $109.24 $72.21 Conv. Rate (1-per-click) 7.30% 10.89% 14.60% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 0 20 40 60 80 100 120 140 C O N V . R A T E C O N V . C O S T / C O N V . 7/1/10 - 7/7/10 7/8/10 - 7/15/10 7/16/10 - 7/23/10 7/24/10 - 7/31/10 Clicks 160 244 210 154 0 50 100 150 200 250 300 Clicks 7/1/10 - 7/7/10 7/8/10 - 7/15/1 0 7/16/1 0 - 7/23/1 0 7/24/1 0 - 7/31/1 0 Impressions 19,056 29,143 28,544 35,785 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Impressions
PPC Recommendations Our recommendation is to continue to capitalize on the large number of high quality leads that you received in July by implementing a lead nurturing program as soon as possible. According to your PPC metrics that measures market share (its called impression share) your figures have not changed much during the past three months. In fact, they have gone down as competition has heated up in your market. In May your impression share was 31% in June it was 26% and in July it was 27%. Although we have made some wise decisions in managing your PPC account in June I believe that our actions probably accounted for about 30% - 60% of the growth in your account. The remaining percentage is probably due to an increase in interest from the marketplace whether its due to a new legislation past, a maturing market looking for more advanced software, an increased number of prospects in the marketplace or something else). To learn more about how to nurture and recapture lost leads, please contact Brett Tarr at 512.925.3639. 7/1/10 - 7/7/10 7/8/10 - 7/15/10 7/16/10 - 7/23/10 7/24/10 - 7/31/10 CTR 0.84% 0.84% 0.74% 0.43% 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80% 0.90% CTR 7/1/10 - 7/7/10 7/8/10 - 7/15/10 7/16/10 - 7/23/10 7/24/10 - 7/31/10 Conversions 26 35 31 20 0 5 10 15 20 25 30 35 40 Conversions
PPC Glossary: Impressions The number of times your ads are shown. Clicks The number of times people click on your ad. CTR (Click Through Rate) The number of times your ad is shown (impressions) divided by the number of times people click on your ads (clicks). Avg CPC (Average Cost Per Click) The mean average price you are paying for people to click on your ads. Cost How much you spent for online advertising. This does not include your monthly PPC management fee, which is billed directly from Volacci. The cost here only indicates how much you spent for people to click on your ads. Avg Position (Average Position) The mean average position where your ads appeared. If your ad is shown at the top of the page, that is position 1. If it is shown below that, that is position 2. There are only 10 positions available on Googles front page. Conv. 1-per-click The number of times someone completed one conversion on your site. This is different from Conv. Many-per-click, which indicates the number of multiple conversions that people completed on your site. For instance, if you are measuring 2 conversion metrics (one for filling out a contact form and one for downloading an ebook) and one person completed both conversion transactions, it would show up as 2 conversions under the Conv. Many-per- click but only show up as 1 conversion under Conv. 1-per-click since only one person completed both conversions. Conv. Rate (Conversion Rate) - This is the calculated by dividing the total number of conversions by the total number of clicks. Cost / Conv. (Cost per Conversion) This is calculated by multiplying the conversion rate by the cost. Mean Average Is calculated by adding the sum of the parts then dividing by the number of the parts. For instance, the mean average of the following four numbers, 1, 2, 3, 4 is 2.5. This is calculated by adding 1+2+3+4 = 10, then diving by 4, to equal 2.5. Impression Share - The percentage of impressions where your ads were shown out of the total available impressions in the market you were targeting.

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Quarterly Internet Marketing Report

  • 2. Table of Contents Online Traffic Report.Page 3 PPC & SEO Summary for July PPC & SEO Volacci vs. All Other Online Marketing Activities 3 Month Analysis for All Online Marketing Activities....Page 5 Analytics ReportPage 6 July Summary Top 10 Landing Pages Website Funnel for the Contact Form.....Page 7 PPC Report...Page 8 July Summary August Goals 3 Month Analysis July Weekly Analysis.....Page 9 PPC Recommendations..Page 10 PPC Glossary....Page 11 July 2010 Online Traffic Report
  • 3. SEO & PPC Visits SEO & PPC Costs SEO & PPC Conversions SEO & PPC Conversion Rate SEO & PPC Cost/Conv. June 10131 $14,547 158 1.56% $92 July 11935 $14,988 238 1.99% $63 Difference 1804 $441.33 80 0.43% -$29 PPC & SEO Summary for July During the month of July all metrics for PPC and SEO activity increased, however online costs for both mediums increased only slightly by $441 due to an increase in PPC spend. Total visits for PPC & SEO were up by 1,800 from July and total conversions increased as well, by 80 (from 158 to 238). The total conversion rate for SEO and PPC slightly increased which was partially due to a large decrease in the total cost per conversion by $29. PPC & SEO The number of conversions for both PPC increased significantly over last month by 38 (up from 74 to 112 this month), and the number of conversions for SEO increased as well up from 103 to 126 this month. The cost per conversion for PPC was almost twice as high as the cost per conversion for SEO ($83 compared to $45, respectfully) however; the cost per conversion for SEO also includes conversions from traffic that are outside of the keywords we are currently optimizing for. The reason why these figures are added into SEO is due to an overall increase in SEO traffic as a result of optimizing for selected keywords. Volacci vs. All Other Online Marketing Activities During July the total number of visitors that came to the website was 42,444 from all online and offline marketing activity. Of the 42,444 visitors that came only 28.12% came from Volacci related activities (PPC and SEO). However, Volaccis activities also contributed the most to total online conversions. Of the 300 total conversions, PPC and SEO activities accounted for 79.33%, or 238 conversions. Visits Cost Contact Form Conversion Rate Cost/Conv. Volacci 11,935 $14,988 238 1.99% $63 Total Traffic 42,444 ? 300 0.71% ? The conversion rate for Volacci activities was also much higher than the total conversion rate for all online conversions (1.83% compared to .60%). The cost per conversion for PPC and SEO activity averaged out to $68.75. The total cost for all other marketing activity is unknown to Volacci so we cannot determine the cost per conversion for all other marketing actions. Organic Traffic PPC Conversions 126 112 Cost per Conversion $45.24 $82.93 $0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 $80.00 $90.00 105 110 115 120 125 130 C O S T P E R C O N V E R S I O N C O N V E R S I O N SEO & PPC
  • 4. Ledger However, if we were to assume that all other marketing activities cost $10,000 during July, then the cost per conversion would have been $277.77, almost 4.4 times higher than all SEO and PPC activity combined. Additionally, the number of conversions for all other marketing activity (other than PPC and SEO) is 34, which is 7 times lower than Volacci activities. Although the number of visits (or traffic) that came from Direct Traffic was the highest (26,252) it had the second lowest conversions (22). The lowest form of conversions came from referral sites (14). PPC had by far the highest conversion rate with 14.59%, while all SEO traffic (Organic Traffic) came in second place at .68%, which was twice as high as the conversion rate for Referrals. Direct traffic also had the lowest conversion rate (.08%) which is surprising since it would seem more logical that people who typed in www..com were familiar with the company, and therefore more likely to complete a conversion. One possible hypothesis is that a lot of direct traffic may come from employees or existing customers who are looking for contact information or it might be due to other marketing activities used to drive traffic to the home page. Visits Conversions Organic Traffic 10,948 126 PPC 768 112 Direct Traffic 26,252 22 Referrals 4,257 14 OrganicTraffic PPC DirectTraffic Referrals 0 20 40 60 80 100 120 140 160 0 5000 10000 15000 20000 25000 30000 C O N V E R S I O N S VISITS PPC Organic Traffic Direct Traffic Referrals Conversion 112 126 22 14 Conversion Rate 14.59% 1.15% 4.07% 1.50% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 0 20 40 60 80 100 120 140 C O N V E R S I O N R A T E C O N V E R S I O N All Online Marketing Channels
  • 5. 3 Month Analysis for All Online Marketing Activities Medium Visits May / June / July Cost May / June / July All Conversions May / June / July Conversion Rate May / June / July Cost/Conv. May / June / July Organic Traffic 9088 / 9488 / 10,948 $5,700 / $5,700 / $5,700 98 / 103 / 126 1.07% / 1.09% / 1.15% $58 / $55 / $45 PPC 904 / 643 / 768 $9,316 / $8,847 / $11,661 69 / 74 / 112 7.63% / 11.51% / 14.59% $135 / $120 / $104 Direct Traffic 25,205 / 26,813 / 26,252 ? 45 / 17 / 22 0.18% / 0.06% / 0.08% ? Referrals 3,961 / 4,156 / 4,257 ? 12 / 14 / 14 0.43% / 0.29% / 0.33% ? TOTAL 38,254 / 41,100 / 42,444 $15,016 / $14,547 / $17,361 224 / 208 / 274 0.59% / 0.50% / 0.65% ? For the past three months organic traffic (SEO) has steadily increased from 9,100 a month to 11,000 a month while the conversion rate has steadily increased as well from 1.07% to 1.15%. PPC traffic increased only slightly, however the conversion rate has increased dramatically from 7.63% to 14.59%, thus increasing the number of conversions from 69 to 112. Conversions for direct traffic decreased significantly over the last three months from 45 in May to 22 in July. While referral conversion have remained about the same (at 14) but it has also produced the fewest conversions for all mediums.
  • 6. July 2010 Analytics Report Visits Conversions Conversion Rate Google Organic Search 7,549 99 1.31% Yahoo Organic Search 761 11 1.45% Bing Organic Search 1,326 16 1.21% Google PPC 768 112 14.59% July Summary During July we saw the vast majority of traffic came from Google Organic Search while Bing Organic Traffic and Google PPC traffic came in a close second but with 1/8 as much traffic. The highest converting from of traffic was PPC, however Google Organic search came in second with .92% conversion rate and it had the second highest number of conversions (99), whereas Yahoo and Bing Organic Search had the fewest number of conversions (11 and 16, respectfully). Top 10 Landing Pages The top ten landing pages accounted for over 93% of all page views, and the average page view per visitor for the top 10 landing pages was 2.93. The landing page with the highest number of conversions was the home page, with 121 of the total 254 conversions (or 48%). The icd9 page produced the highest number of visits with over 20,000 visits but failed to produce one conversion. Landing Page Entrances Contact Form Contact Form % Trial Trial % Avg. Time on Page solutions/icd- 9_search/search/index.php 20458 0 0.00% 0 0.00% 0:02:18 www..com/ 15968 67 0.42% 54 0.34% 0:01:22 /Employment/employment.html 1073 2 0.19% 2 0.19% 0:02:13 about/products.html 656 9 1.37% 3 0.46% 0:01:09 /about/contact.html 363 13 3.58% 8 2.20% 0:01:33 /support/index.html 238 0 0.00% 0 0.00% 0:01:32 /support/ 216 1 0.46% 0 0.00% 0:00:51 support/glossary.html 212 0 0.00% 0 0.00% 0:00:45 /solutions/icd- 9_search/icd-9_search.html 211 0 0.00% 0 0.00% 0:01:34 /solutions/chart/chart.html 153 1 0.65% 1 0.65% 0:00:50 Total 39548 93 0.67% 68 0.38% 0:01:25
  • 7. Website Funnel for the Contact Form During July the number of all visitors who came to the website from all different media sources and filled out the contact form was 125. The conversion rate for the contact form page was 5.68%. Approximately half of all visitors (1,009 of 2,180) that came to the contact form came directly from the home page. The home page is represented below with the / mark.
  • 8. July 2010 PPC Report Impressions Clicks CTR Avg CPC Cost Avg Position Conv. (1-per- click) Conv. Rate (1- per-click) Cost/Conv. (1-per- click) June 109,543 643 0.59% $11.89 $7,647 3.8 70 10.89% $109 July 112,528 768 0.68% $10.53 $8,088 4.5 112 14.60% $72 Difference 2,985 125 0.09% -$1.36 $441 0.7 42 3.71% -$37 July Summary During the month of July conversions increased to an all time high of 112. This month also saw a very high conversion rate of 14.60%, up 3.71% over last month with an increase of only 125 more clicks. The number of many-per-click conversions increased to an all time high as well from 83 to 201. All other figures increased as well. Impressions, clicks and click through rate also increased even though the average position decreased a little and total costs increased by $441. Part of the reason why there was such an increase in conversions was due to the cost per conversion decreasing from $109 to $72. August Goals During the month of August our goal is to keep conversions high and the account fully optimized. Although it might be very difficult to maintain record breaking numbers like weve seen in July, we will closely monitor the account to make sure it is working as well or better than it has before. We will accomplish this by conducting a competitive analysis of the top performing text ads and then rewrite the text ads for the account in order to capitalize on whats working in the marketplace while tailoring the ad to fit unique selling proposition. 3 Month Analysis For the last three months weve seen the PPC account continue to increase in all the major metrics. Conversions have increased from 66 in May to 70 in June and 112 in July. During the same time the conversion rate has increased from 7.30% to 10.89% to 14.60%, while the cost per conversion has decreased, from $123 to $109 to $72. If we look at the many-per-click conversions the number has increased dramatically as well from 79 conversions in May to 83 in June and 201 in July. The difference between the many-per-click and the one-per-click figures indicates that during the month of July there was a much higher percentage of high quality leads that ever before since visitors were interested in not only being contacted but also watching the demo of software as well. June July Difference Conversions 70 112 42 0 20 40 60 80 100 120 Conversions
  • 9. July Weekly Analysis During July clicks, impressions and conversions all increased during the middle of the month while the cost per click decreased during this time, providing for a low cost per conversion overall for the month. The last week in the month saw impressions increase while clicks decreased, which contributed to a lower click through rate (CTR) as well as a higher cost per click. May June July Conv. (1-per-click) 66 70 112 Cost/Conv. (1-per-click) $122.97 $109.24 $72.21 Conv. Rate (1-per-click) 7.30% 10.89% 14.60% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 0 20 40 60 80 100 120 140 C O N V . R A T E C O N V . C O S T / C O N V . 7/1/10 - 7/7/10 7/8/10 - 7/15/10 7/16/10 - 7/23/10 7/24/10 - 7/31/10 Clicks 160 244 210 154 0 50 100 150 200 250 300 Clicks 7/1/10 - 7/7/10 7/8/10 - 7/15/1 0 7/16/1 0 - 7/23/1 0 7/24/1 0 - 7/31/1 0 Impressions 19,056 29,143 28,544 35,785 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Impressions
  • 10. PPC Recommendations Our recommendation is to continue to capitalize on the large number of high quality leads that you received in July by implementing a lead nurturing program as soon as possible. According to your PPC metrics that measures market share (its called impression share) your figures have not changed much during the past three months. In fact, they have gone down as competition has heated up in your market. In May your impression share was 31% in June it was 26% and in July it was 27%. Although we have made some wise decisions in managing your PPC account in June I believe that our actions probably accounted for about 30% - 60% of the growth in your account. The remaining percentage is probably due to an increase in interest from the marketplace whether its due to a new legislation past, a maturing market looking for more advanced software, an increased number of prospects in the marketplace or something else). To learn more about how to nurture and recapture lost leads, please contact Brett Tarr at 512.925.3639. 7/1/10 - 7/7/10 7/8/10 - 7/15/10 7/16/10 - 7/23/10 7/24/10 - 7/31/10 CTR 0.84% 0.84% 0.74% 0.43% 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80% 0.90% CTR 7/1/10 - 7/7/10 7/8/10 - 7/15/10 7/16/10 - 7/23/10 7/24/10 - 7/31/10 Conversions 26 35 31 20 0 5 10 15 20 25 30 35 40 Conversions
  • 11. PPC Glossary: Impressions The number of times your ads are shown. Clicks The number of times people click on your ad. CTR (Click Through Rate) The number of times your ad is shown (impressions) divided by the number of times people click on your ads (clicks). Avg CPC (Average Cost Per Click) The mean average price you are paying for people to click on your ads. Cost How much you spent for online advertising. This does not include your monthly PPC management fee, which is billed directly from Volacci. The cost here only indicates how much you spent for people to click on your ads. Avg Position (Average Position) The mean average position where your ads appeared. If your ad is shown at the top of the page, that is position 1. If it is shown below that, that is position 2. There are only 10 positions available on Googles front page. Conv. 1-per-click The number of times someone completed one conversion on your site. This is different from Conv. Many-per-click, which indicates the number of multiple conversions that people completed on your site. For instance, if you are measuring 2 conversion metrics (one for filling out a contact form and one for downloading an ebook) and one person completed both conversion transactions, it would show up as 2 conversions under the Conv. Many-per- click but only show up as 1 conversion under Conv. 1-per-click since only one person completed both conversions. Conv. Rate (Conversion Rate) - This is the calculated by dividing the total number of conversions by the total number of clicks. Cost / Conv. (Cost per Conversion) This is calculated by multiplying the conversion rate by the cost. Mean Average Is calculated by adding the sum of the parts then dividing by the number of the parts. For instance, the mean average of the following four numbers, 1, 2, 3, 4 is 2.5. This is calculated by adding 1+2+3+4 = 10, then diving by 4, to equal 2.5. Impression Share - The percentage of impressions where your ads were shown out of the total available impressions in the market you were targeting.