Pay-Per-Click Internet Marketing Proposal
Company A has a need to drive highly targeted, ready-to-buy customers to a corporate website, generating new business opportunities. Since Marketing is associated with high costs for a company, the most cost-effective outlet is desirable. Company A focuses on a targeted segment of the e-learning market: medical device and equipment companies.
#1 Google.com AdWords Campaign
Google.com AdWords ads connect businesses with new customers at the precise moment when they're looking for your products or services. The Google Network reaches more than 80% of Internet users. With Google.com AdWords, you create your own ads, choose keywords to help match your ads to your audience, and pay only when someone clicks on them.
The cost is free to set up an account, create ads, choose keywords, and manage a budget. An account can be set up in minutes with no minimum spending required. There is an option to have Google specialists create custom ads and keywords to be set up in 2-5 business days. The cost is a $299 spending commitment.
The free option setup includes:
• Choosing target location (Global or U.S.)
• Creating an ad(s)
• Choosing keywords
• Choose maximum cost-per-click
How Google AdWords Works
Every time a search results in a click to the Company A website, Company A will pay the desired amount. A daily maximum can be set to control costs. As an example, the lowest amount allowed (.05 cents) for the following keywords are shown below.
The Company A ad would appear in the first screen of a search under “Sponsored Links” on the right side of the screen like this:
Choose currency and maximum cost-per-click
US Dollars ( USD $ ) 0.05 Recalculate Estimates
Traffic Estimator*
Keyword
Clicks / Day
Average Cost-Per-Click
Cost / Day
Average Position [?]
distance learning 16.0 $0.05 $0.80 7.3 suggest keywords / delete e-learning 6.8 $0.05 $0.34 4.6 suggest keywords / delete elearning 3.3 $0.05 $0.17 5.4 suggest keywords / delete
lms 7.7 $0.05 $0.39 4.0 suggest keywords / delete
training 1,100.0 $0.05 $55.00 4.7 suggest keywords / delete
wbt 2.7 $0.05 $0.14 2.5 suggest keywords / delete
For example, a search for “e-learning” currently results in 5,550,000results and a Company A ad for a cost of .05 cents would be placed in an average position of 5.4 on the first page of listings in the Sponsored Links section. A sample ad could look like this:
Reduce Training Costs Simulation-Based e-Learning Medical Device & Equip Specialty
www.Company.com
Google also tracks impressions or visitors who see the ad but do not click on it.
Keywords and Cost-Per-Click prices can be changed at anytime and ads and keywords can be turned “on” or “off” at will for no additional cost.
Per-Click Costs
1. Maximum cost-per-click = the most you will be charged for a click.
2. Higher maximum cost-per-click and click through rates = higher position and more clicks.
3. AdWords Discounter automatically reduces the average cost-per-click to be just 1 cent more than the minimum necessary in order to stay ranked above the next lower ad. No more need to monitor and revise prices.
The next step would be to sign up over the Google.com website. An AdWords account is created by providing an email address and choosing a password. Once the ads are
activated, upon log in to the new account, billing information can be submitted (credit card).
#2 Overture.com Pay Per Performance Campaign
a. Overture Precision Match™ lists websites in search results across the Web. This enables a company to connect with customers who are searching for their products and services. Overture has tens of thousands of affiliate partner sites like the following:
Portals Premium Listings (1-3) Classic Listings (4 & below) Content Match™
AltaVista
Excite
Go2Net
InfoSpace
MSN
Sympatico.ca
Yahoo!
ISPs Premium Listings (1-3) Classic Listings (4 & below) Content Match™
Juno
Netzero
Meta Search Premium Listings (1-3) Classic Listings (4 & below) Content Match™
Dogpile
Metacrawler
Web Crawler
Browser Premium Listings (1-3) Classic Listings (4 & below) Content Match™
Microsoft Internet Explorer
Search & Directory Premium Listings (1-3) Classic Listings (4 & below) Content Match™
AlltheWeb
Advertising.com
Away Network
CNN
ESPN
Edmunds
Knight Ridder
MyFamily Network
Overture Costs
1. The cost for a Self-Serve account where Company A manages their account is a $50 initial non-refundable deposit that will be applied to click-throughs or to the minimum monthly amount spent. Each account has a $20 minimum monthly spend limit. There is a minimum bid requirement of $0.10 per click-through. Turnaround time is five business days and Company A maintains control over the account.
2. The cost for a Fast Track Assistance account is $199 and includes:
• 3 business day turnaround
• Expert assistance with search term selection
• Expert assistance with titles and descriptions
• Expert assistance with budget management
• Customized proposal
• Control of campaign
• Free account optimization
• Expert assistance with tracking URLs
• Editorial approval
b. Overture Content Match™ helps you get more targeted customers by displaying your listings alongside relevant articles, product reviews, and other information on sites like Yahoo!, MSN.com, CNN.com, and ESPN.com. This Overture product compliments Precision Match™ while offering separate pricing for maximum control of return-on-investment.
When a user goes to a site like Yahoo! and views content pages (such as articles), Overture provides relevant listings on the same page.
As with Overture's Precision Match listings, Company A’s position is determined by the bid amount. Company A pays only when a user clicks on their listing.
Advantages of Overture's Content Match:
• A select number of listings (generally, three) are displayed on each page, which increases visibility
• Human editors review mappings of listings and content to ensure relevancy
• Separate bidding and reporting provides greater control of our budget and return-on-investment
The next step would be to decide which option(s) you want to pursue and either sign up over the Overture.com website or call 866-677-1557.
