The Demo Site

Now that you have your average visitor value, you can begin to look at the different keywords on
which you might bid. Before you do, however, you need to look at a few more things. One of the
top mistakes made with PPC programs is that users don’t take the time to clarify what it is they
hope to gain from using a PPC service. It’s not enough for your PPC program just to have a goal
of increasing your ROI (return on investment). You need something more quantifiable than just
the desire to increase profit. How muchwould you like to increase your profit? How many visitors will it take to reach the desired increase?


Let’s say that right now each visit to your site is worth $.50, using our simplified example, and your average monthly profit is $5,000. That means that your site receives 10,000 visits per month. Now you need to decide how much you’d like to increase your profit. For this example, let’s say that you want to increase it to $7,500. To do that, if each visitor is worth $.50, you would need to increase the number of visits to your site to 15,000 per month. So, the goal for your PPC program should be “To increase profit $2,500 by driving an additional 5,000 visits per month.” This gives you a concrete, quantifiable measurement by which you can track your PPC campaigns.

Once you know what you want to spend, and what your goals are, you can begin to look at the different types of PPC programs that might work for you. Although keywords are the main PPC elementassociated with PPC marketing, there are other types of PPC programs to consider as well.