What's the value of a click? What is the best advertsing vehicle to advertise your business online?

1. Funnel Research Project
Client Testimonial
stimonial Method Proving Kellysearch Delivers Quality Case Study 1 Advert Impressions:
“ “
1
Campaign: January to March ’08 158,889
Google enquiries were a distraction for my sales people
distraction
t a To build campaigns on Google over 3 month period (different campaign sizes) Ad Impressions
Adwords Client market: Manufacturing
“ Often we couldn’t charge for the Google orders as it
h
rge r the
he paperwork
p r
wasn’t worth raising the paperwork
“ “
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP
Set up tracking tools to track conversions using 3rd party software
Clicks Case Study 1
C Product range: rivets, eyelets, machinery
“
Campaign Costs: £500 p/month Google (£1500 for test)
Kellysearch enquiries were much more focussed
much
u Funnel Research Project Analytics: Google Analytics
£6000 package Kellysearch (£1500 for test)
IP Reports: BizViz
Call monitoring: Buzz (one for each referring site) Enquiries
1,510
Supporting video testimonial
monial To set up CRM module at customer end to track lead to order conversion KPIs
available on request
Orders
Adwords

2. Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP
Set up tracking tools to track conversions using 3rd party software
Analytics: Google Analytics
IP Reports: BizViz
Call monitoring: Buzz (one for each referring site)
To set up CRM module at customer end to track lead to order conversion KPIs
Method Proving Kellysearch Delivers Quality a
Case Study 1
Case Advert Impressions: User Actions – where the value is:
1
Campaign: January to March ’0
January
u y ’08 158,889
To build campaigns on Google over 3 month period (different campaign sizes) Ad Impressions
Adwords Manufacturing
n
Client market: Manufacturing
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP
Set up tracking tools to track conversions using 3rd party software
Clicks Case Study 1 Product range: rivets, eyelets, m
e
rivets, , machinery
49
12
10
Orders
Adwords
8 10
Campaign Costs:
s
Costs: £500 p/mon Google (£1500 for test)
p/month
Funnel Research Project
unnel Research Project
a o Analytics: Google Analytics
IP Reports: BizViz
package
£6000 packa Kellysearch (£1500 for test)
k 4,066
Value £550 £4,300
Call monitoring: Buzz (one for each referring site) Enquiries 74
18 ROI -£950 +£2,800
8
1,510
To set up CRM module at customer end to track lead to order conversion KPIs
Clicks Phone calls Emails Orders
Orders
Adwords Adwords

3. Proving Kellysearch Delivers Quality
Ad Impressions
Adwords
Clicks The buying
funnel
Enquiries
Orders
Method Proving Kellysearch Delivers Quality Case Study 1 e
Advert Impressions:
Advert Impre
d User Actions – where the value is: Comparative Statistics
1
Campaign: January to March ’08 158,889
To build campaigns on Google over 3 month period (different campaign sizes)
month
o Ad Impressions
Adwords Client market: Manufacturing
To set up Kellysearch campaigns to run in parallel (matching cost)
gns run
Case Study 1
Adwords
49
12
Cost Per Click £0.37 £3.06
Product range: rivets, eyelets, machinery 10
o
To clone site (with agreement) and host on an ISP
) host Clicks Adwords
CTR (Clicks % of Impressions) 2.55% 32.5%
onversions using
n s
Set up tracking tools to track conversions using 3rd party software Campaign Costs: £500 p/month Google (£1500 for test) Orders 8 10
Cost Per Lead £16.30 £24.59
Funnel Research Project Analytics: Google Analytics
IP Reports: BizViz
£6000 package Kellysearch (£1500 for test) 4,066
Value £550 £4,300
Lead Conversion (calls + emails % of orders) 8.69% 16.39%
e
h referring
Call monitoring: Buzz (one for each referring site) Enquiries 74
18 ROI -£950 +£2,800 Cost per Order £187.50 £150
8
1,510 (Average Order Value) (£68.75) (£430)
To set up CRM module at customer end to track lead to order conversion KPIs
omer end to
Clicks Phone calls Emails Orders
Orders
Adwords Adwords

4. Funnel Research Project
Method
To build campaigns on Google over 3 month period (different campaign sizes)
To set up Kellysearch campaigns to run in parallel (matching cost)
To clone site (with agreement) and host on an ISP
Set up tracking tools to track conversions using 3rd party software
Analytics: Google Analytics
IP Reports: BizViz
Call monitoring: Buzz (one for each referring site)
To set up CRM module at customer end to track lead to order conversion KPIs
Proving Kellysearch Delivers Quality
Kellysearch Delivers
Ad Impressions
Clicks
Enquiries
Orders
s h e v
Adwords
1
Case Study 1
1
Case Study 1
Case Study 1
Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test)
£6000 package Kellysearch (£1500 for test)
Advert Impressions:
158,889
Adwords
1,510
Clicks
User Actions – where the value is:
s
User
Phone calls
s
Adwords
m
Emails
Emails Orders
Orders
Value
ROI
Adwords
8
£550
-£950
10
£4,300
+£2,800
Comparative Statistics
Cost Per Click
CTR (Clicks % of Impressions)
Cost Per Lead
Lead Conversion (calls + emails % of orders)
Cost per Order
(Average Order Value)
Adwords
£0.37
2.55%
£16.30
8.69%
£187.50
(£68.75)
£3.06
32.5%
£24.59
16.39%
£150
(£430)
Example emails

5. Case Study 1
Campaign: January to March ’08
Client market: Manufacturing
Product range: rivets, eyelets, machinery
Campaign Costs: £500 p/month Google (£1500 for test)
£6000 package Kellysearch (£1500 for test)
Method Proving Kellysearch Delivers Quality Case Study 1 Advert Impressions: User Actions – where the value is: Comparative
Comparative Statistics
o p e Example emails Client Testimonial
1 “ “
Campaign: January to March ’08 158,889
To build campaigns on Google over 3 month period (different campaign sizes) Ad Impressions Google enquiries were a distraction for my sales people
Adwords Client market: Manufacturing
To set up Kellysearch campaigns to run in parallel (matching cost)
Ca e Study
Case Study 1
u “
Adwords
Cost Per Click
Often we couldn’t charge for the Google orders as it
£0.37 £3.06
Product range: rivets, eyelets, machinery
“ “
To clone site (with agreement) and host on an ISP Clicks The buying
Adwords
r
Impressions)
CTR (Clicks % of Impressions) 2.55% 32.5%
wasn’t worth raising the paperwork
Set up tracking tools to track conversions using 3rd party software funnel Orders 8 10
“
Campaign Costs: £500 p/month Google (£1500 for test) Cost Per Lead £16.30 £24.59
Analytics: Google Analytics
£6000 package Kellysearch (£1500 for test) Value £550 £4,300 Kellysearch enquiries were much more focussed
IP Reports: BizViz Lead Conversion (calls + emails % of orders)
l
(calls emails orders)
r 8.69% 16.39%
Call monitoring: Buzz (one for each referring site) Enquiries ROI -£950 +£2,800 Cost per Order £187.50 £150
1,510 Value)
e
(Average Order Value) (£68.75) (£430)
To set up CRM module at customer end to track lead to order conversion KPIs Supporting video testimonial
available on request
Clicks Phone calls Emails Orders
Orders
Adwords Adwords

6. Advert Impressions
158,889
1,510
Adwords
Proving Kellysearch Delivers Quality Case Study 1
udy Advert Impressions: User Actions – where the value is: Comparative Statistics Example emails
Example ema
x m m Client Testimonial
1 “ “
2
Campaign: January to March ’08
h 8 158,889
Ad Impressions Google enquiries were a distraction for my sales people
Adwords acturing
g
Client market: Manufacturing
Clicks The buying
funnel
Case Study 1 s
Product range: rivets, eyelets, machinery
eyelets, machinery
Orders
Adwords
8 10
Cost Per Click
CTR (Clicks % of Impressions)
“ Often we couldn’t charge for the Google orders as it
wasn’t worth raising the paperwork
“ “
Case Study 2
“
Campaign Costs: 00 p/month
m t
£500 p/month Google (£1500 for test) Cost Per Lead
£6000 package Kellysearch (£1500 for test)
000 package
c a Value £550 £4,300 Kellysearch enquiries were much more focussed
Lead Conversion (calls + emails % of orders)
Enquiries ROI -£950 +£2,800 Cost per Order
1,510 (Average Order Value)
Supporting video testimonial
available on request
Clicks Phone calls Emails Orders
Orders
Adwords Adwords

7. User Actions – where the value is
490
49
12
Adwords
10
Orders 8 10
4,066
Value £550 £4,300
74
18
8 ROI -£950 +£2,800
Clicks Phone calls Emails Orders
Adwords
Proving Kellysearch Delivers Quality Case Study 1
dy Advert Impressions: User Actions – where the value is: Comparative Statistics Example emails
Example em
x m Client Testimonial
1 “ “
2
Campaign: January to March ’08
h 8 158,889
Ad Impressions Google enquiries were a distraction for my sales people
Adwords cturing
g
Client market: Manufacturing
Clicks The buying
funnel
Case Study 1 s
Product range: rivets, eyelets, machinery
eyelets, machinery
Orders
Adwords
8 10
Cost Per Click
CTR (Clicks % of Impressions)
“ Often we couldn’t charge for the Google orders as it
wasn’t worth raising the paperwork
“ “
Case Study 2
“
Campaign Costs: 0 p/month
m t
£500 p/month Google (£1500 for test) Cost Per Lead
£6000 package Kellysearch (£1500 for test)
00 package
c a Value £550 £4,300 Kellysearch enquiries were much more focussed
Lead Conversion (calls + emails % of orders)
Enquiries ROI -£950 +£2,800 Cost per Order
1,510 (Average Order Value)
Supporting video testimonial
available on request
Clicks Phone calls Emails Orders
Orders
Adwords Adwords

9. Advert Impressions: User Actions – where the value is: Comparative Statistics
tive Statistics
s Example emails Case Study 2 Advert Impressions:
Advert Impre
d User Actions – where the value is: Comparative Statistics
2
158,889 Campaign: January to March ’08 158,889
Client market: Manufacturing
Case Study 2
Adwords
49 49
12 12
Cost Per Click Cost Per Click £0.37 £3.06
10 Adwords
Product range: rivets, eyelets, machinery 10 Adwords
CTR (Clicks % of Impressions) CTR (Clicks % of Impressions) 2.55% 32.5%
Orders 8 10 Campaign Costs: £500 p/month Google (£1500 for test) Orders 8 10
Cost Per Lead Cost Per Lead £16.30 £24.59
4,066
Value £550 £4,300
Lead Conversion (calls + emails % of orders)
e
orders)
£6000 package Kellysearch (£1500 for test) 4,066
Value £550 £4,300
Lead Conversion (calls + emails % of orders) 8.69% 16.39%
74 74
18 ROI -£950 +£2,800 Cost per Order 18 ROI -£950 +£2,800 Cost per Order £187.50 £150
8 8
1,510 (Average Order Value) 1,510 (Average Order Value) (£68.75) (£430)
Clicks Phone calls Emails Orders Clicks Phone calls Emails Orders
Adwords Adwords Adwords Adwords

10. Client Testimonial
“
“
Google enquiries were a distraction for my sales people
Often we couldn’t charge for the Google orders as it “
“ “
wasn’t worth raising the paperwork
“ Kellysearch enquiries were much more focussed
Video Testimonial
User Actions – where the value is: Comparative Statistics i
e emails
Example emails Client Testimonial Method r l
Proving Kellysearch Delivers Quality
Proving Kelly Case Study 1
“ “
1
Campaign: January to March ’08
Google enquiries were a distraction for my sales people To build campaigns on Google over 3 month period (different campaign sizes) Ad Impressions
Adwords Client market: Manufacturing
“ To set up Kellysearch campaigns to run in parallel (matching cost)
Case Study 1
Adwords
49
12
Cost Per Click
Often we couldn’t charge for the Google orders as it
£0.37 £3.06
Product range: rivets, eyelets, machinery
“ “
10 Adwords
CTR (Clicks % of Impressions) 2.55% 32.5%
wasn’t worth raising the paperwork To clone site (with agreement) and host on an ISP Clicks The buying
Orders 8 10 Set up tracking tools to track conversions using 3rd party software funnel Campaign Costs: £500 p/month Google (£1500 for test)
“
Cost Per Lead £16.30 £24.59
4,066
Value £550 £4,300
Lead Conversion (calls + emails % of orders) 8.69% 16.39%
Kellysearch enquiries were much more focussed Funnel Research Project Analytics: Google Analytics
IP Reports: BizViz
£6000 package Kellysearch (£1500 for test)
74
18 ROI -£950 +£2,800 Cost per Order Call monitoring: Buzz (one for each referring site) Enquiries
£187.50 £150
8
(Average Order Value) (£68.75) (£430)
To set up CRM module at customer end to track lead to order conversion KPIs
Video Testimonial
Clicks Phone calls Emails Orders
Orders
Adwords