Masters of Marketing - Lifecycle Performance Pros

id makes FINANCIAL SENSE. You do not want to be below your
competition... the click through drops off quickly as you go
down the page.
What makes FINANCIAL SENSE’ Whatever makes a profit...
The Sales from the EDGE article (above) discusses how to
figure out what your highest bid should be. Work through
the same process, from a PROFIT-MAKING viewpoint...
Suppose you are paying 2 cents per click for a keyword. That
means 1,000 clicks costs you $20. Suppose you do a decent
PRE-selling job and a total of 20% of your visitors click on
at least one of the five in-context TEXT links on your
Keyword-Focused Content Page. That’s 200 people visiting
your merchants. If your merchants average a 1.5% Conversion
Rate, that’s 3 sales. So, if the average commission is $15,
your $20 has returned $45. And if you’ve chosen good
affiliate programs, ones that offer lifetime customer
commissions, you’ve gained 3 lifetime customers...
... ongoing income with no further expense!
If you are referring visitors to your own online store or
sales site, do similar profitability calculations.
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One special bidding strategy for GoTo.com...
GoTo.com does more than just provide its own search results
at its highly popular engine. It supplies listings for many
major search portals (such as AOL Search, Netscape Search,
Lycos, AltaVista, etc.) and large meta search engines.
These search services tend to "cherry-pick" the TOP search
results. So... your very best strategy for MAXIMAL
DISTRIBUTION across all of the GoTo search partners would be
to make a bid that puts you in the Top 2. Next best is in
the Top 3. And then in the Top 10. Of course, anywhere in
the Top 40 puts you on GoTo’s first page of results. But
you’ll get far less traffic if you appear further down.
You’ll have to balance the per-click COST of being in the
Top 2-to-10 against the financial benefit of the extra
clicks. You may even be willing to lose some money, on a
per-FIRST-sale basis, to gain precious LIFETIME CUSTOMERS.
As always, your bids must make FINANCIAL SENSE.
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I can’t OVER emphasize that the key to success is to bid upon
hundreds of keywords related to your site. Yes, hundreds.
So the mass-submission templates are absolutely essential.
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