What costs do we incur?
You should budget c.£1500 for the preparation of the extensive paid
search campaign (this gets you to the point of the campaigns being ready
to run). In addition you need to define a monthly internet media budget
(sufficient to achieve the visitor volumes you need). We will work with
you to define the correct budget for the objectives you set. For a
campaign to be properly evaluated it needs to run for at minimum of 3
months.You
can elect to extend your campaign and/or build affiliate programmes.
These tasks and any other ad hoc tasks you request are chargeable at
Affiniti's standard rate of £50/hour.
All prices quoted are subject to VAT.
How do I know I will get value for money from this increased visitor
traffic?
The great thing about search-orientated web site marketing is that there
is much less wasted media - as prospects are looking for the specific
type of product/service you offer you are not throwing money at those
who aren't interested (as you would be with virtually all other forms
advertising and direct mail). It is a fundamentally more economic model!
However, you do need to
see it in action for yourselves. Hence, you need to let a campaign run
for a reasonable period (at least 3 months). This allows both parties to
analyse critical variables such as advertising conversion rates, web
site registration rates, enquiry conversion rates etc. You will have a
baseline of sales before the activity (seasonally adjusted if required),
and you can compare this to performance during the campaign. It is then
a straightforward matter to calculate the ROI (return on investment). We
would expect the ROI to be very strong.
What about the quality of the visitor traffic?
The paid search model means people are actively looking for your type of
product/service. Straight away this raises the "propensity to buy". The
paid search campaigns themselves are constructed to further refine the
target set of clients. Those who come to the site can be further
filtered by judicious use of the enquiry form. You can be very sure that
those who visit your site and then register are "hot prospects" with a
high chance of conversion.
What about the geographic spread of visitor traffic?
The web tends to be country specific and as such visitors will come from
the whole of the UK. You need to be comfortable that your business can
service enquiries for the whole or a large sub region of the UK. Due to
the limits of web technology anything less than this cannot be managed
economically (unless you are able to sell on enquiries that fall outside
your region). The technology is changing all the time and during 2004 it
will become possible to focus media campaigns at a regional/county/post
code/city level. If you would like to be kept informed of these
developments please register with us via our enquiry form and opt in to
the newsletter option.
If the question you have is not answered
here please
contact us.
