How much % from your sales is optimised adwords campaign costs?

[isabelle7]

For example when I use eBay for a turnover of $10.000 per month I have to pay about $700-$1000 to eBay.
Thats about 7-10% of all your sales.
What about adwords?
Of course I am talking about optimised campaigns and someones real expirience. I am sure that is very dependable on the exact field/keywords/products, however your information would be important to me as good as to many other sellers, I believe.
thank you for the attention to this matter.Also interesting is statistical distribution of your keywords (for example 1 single word keyword btings 50% of sales, 500 other keywords brings other 50% of sales). I hope that info isnt too confidential?
Anyway thank you.

[Later2]

When I used adwords in several countries my cost per sale was about 30 percent. Now it fluctuates around 25%.

[isabelle7]

You should have some service type buisness with a low Variable Costs values. (i.e. extra costs for the each next order).
Thank you.

[shorebreak]

I'd say the range is 10-20% cost of sales for retail, and 7-15% for service businesses, in our experience.

[skibum]

For a company with a strong brand buying branded keywords, 5%, for generic keyords anywhere from 5% to 200% on sales directly tracked back to the campaign depending on how the site converts and how big the keyword net is.

[cline]

It's all over the place. I've got one client whose #1 cost of doing business is paying Adwords. I've got others that are spending as little as 10% of COG on Adwords.

[isabelle7]

Whats a COG?

[skibum]

Cost of Goods [sold]?