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hi, Sonu, how are you?<br /><br />I have exciting news! You don't have to figure it all out before you've begun.<br /><br /><strong>Test PPC</strong><br /><br />PPC is the easiest of your three options to test & gives you info that will help you with the other two:<br /><ul><li>Spend a couple of hundred sending traffic from AdWords to one of your shirt pages.</li><li>Make sure the ad is relevant, the keywords are tightly targeted, the landing page is straightforward.</li><li>See how it converts.</li></ul>
That will tell you whether you could meet your targets through CPC alone.<br /><br /><strong>Volume </strong><br /><br />It will also give you a vague idea of the volume of searches for the keywords you pick, and whether they're worth targetting in natural (ie. if 'shirts' gets 1,000 impressions a day & your ad is on page 1 - that tells you whether it's worth aiming for position 1 in natural for 'shirts').<br /><br /><strong>Conversion Rate</strong><br /><br />It'll also tell you how well one of your shirt pages converts (ie. roughly how much traffic you need & - therefore - how much you'd need to get through SEO/natural/affilate/whatever to meet your targets)<br /><br /><strong>Cost Per Acquired Customer</strong><br /><br />Finally it will give you a cost-per-acquisition to work from. Spent £50 to make £100? Then a 10% affiliate program is probably a better option! Spend £1 to make £100? Then you might be wiser maximising your CPC spend before you go & give away 10% to affiliates.<br /><br /><strong>Retention</strong><br /><br />One thing you don't mention is anything to retain & grow customers. Make sure you grab an email address & continue to speak to your previous customers. If you've spent £10 getting someone to buy from you, you've spent £10 finding out that they're in the market for your type of shirts & they're happy to buy from you. Don't waste that by ignoring them!<br /><p> </p><p>I hope some of that's useful,</p><p>daniel</p><p>On 15:31:07 10 April 2008 sonu wrote: </p><blockquote><p> </p><p>I am a small, traditional shirt producer -selling Saville Row quality shirts. I have a budget of £150k tospend on Internet marketing. I personally feel Search; both PPC and SEO and Affiliate would be the most apporpriate tools to use. </p><p>Please could you advise on what you think is best and how I could spend the money; which proportions on each tool.</p><p>Sonu</p></blockquote><p> </p>
<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/">hi, Sonu, how are you?<LineBreak /><LineBreak />I have exciting news! You don't have to figure it all out before you've begun.<LineBreak /><LineBreak /><Emphasis>Test PPC</Emphasis><LineBreak /><LineBreak />PPC is the easiest of your three options to test & gives you info that will help you with the other two:<LineBreak /><List Type="Disc"><ListItem>Spend a couple of hundred sending traffic from AdWords to one of your shirt pages.</ListItem><ListItem>Make sure the ad is relevant, the keywords are tightly targeted, the landing page is straightforward.</ListItem><ListItem>See how it converts.</ListItem></List>
That will tell you whether you could meet your targets through CPC alone.<LineBreak /><LineBreak /><Emphasis>Volume </Emphasis><LineBreak /><LineBreak />It will also give you a vague idea of the volume of searches for the keywords you pick, and whether they're worth targetting in natural (ie. if 'shirts' gets 1,000 impressions a day & your ad is on page 1 - that tells you whether it's worth aiming for position 1 in natural for 'shirts').<LineBreak /><LineBreak /><Emphasis>Conversion Rate</Emphasis><LineBreak /><LineBreak />It'll also tell you how well one of your shirt pages converts (ie. roughly how much traffic you need & - therefore - how much you'd need to get through SEO/natural/affilate/whatever to meet your targets)<LineBreak /><LineBreak /><Emphasis>Cost Per Acquired Customer</Emphasis><LineBreak /><LineBreak />Finally it will give you a cost-per-acquisition to work from. Spent £50 to make £100? Then a 10% affiliate program is probably a better option! Spend £1 to make £100? Then you might be wiser maximising your CPC spend before you go & give away 10% to affiliates.<LineBreak /><LineBreak /><Emphasis>Retention</Emphasis><LineBreak /><LineBreak />One thing you don't mention is anything to retain & grow customers. Make sure you grab an email address & continue to speak to your previous customers. If you've spent £10 getting someone to buy from you, you've spent £10 finding out that they're in the market for your type of shirts & they're happy to buy from you. Don't waste that by ignoring them!<LineBreak /><Paragraph> </Paragraph><Paragraph>I hope some of that's useful,</Paragraph><Paragraph>daniel</Paragraph><Paragraph><LineBreak /></Paragraph><Paragraph>On 15:31:07 10 April 2008 sonu wrote: </Paragraph><Block Type="Reply"><Paragraph> </Paragraph><Paragraph>I am a small, traditional shirt producer -selling Saville Row quality shirts. I have a budget of £150k tospend on Internet marketing. I personally feel Search; both PPC and SEO and Affiliate would be the most apporpriate tools to use. </Paragraph><Paragraph>Please could you advise on what you think is best and how I could spend the money; which proportions on each tool.</Paragraph><Paragraph>Sonu</Paragraph></Block><Paragraph> </Paragraph></FormattedContent>
2008-04-11T00:21:37+01:00
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2008-04-11T00:21:37+01:00