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The particular industry is in the cruise line industry...booking cruises...the company has been in business for 10 years. Now the chances of this guy appearing on the first 5 pages of google for instance I'm assuming are fairly slim. What type of financial outlay should they expect to gain a higher SE ranking or payperclick type deals? This is an area that is quite beyond my normal experiences so any help would be appreciated.
Thanks,
Khem
First of all using Pay-Per-Click is very flexible. If you target the main keywords then my guess is that in the cruise industry it will be very competitive.
I suggest you tell them to target keyphrases which you will find are far less searched for but are more targeted and usually a lot cheaper.
A lot of companies that use pay-per-click jump straight in at the deep end and go for the competitive keyword resulting in rank wars and a lot of sore wallets.
I am UK based but I'm going off Overtures stats here from the US.
"Cruise" was searched for over 600,000 times in 1 month and costs $1 per click. If you had a 10% click through rate then you would be spending $60,000 in 1 month for 60,000 visitors, not a good idea unless you are confident of a sales conversion rate and have the budget.
Now the idea is to break down the keywords that you have set, but is far too competitive, into keyphrases. Unfortunately your client has entered a competitive trade, especially on pay per click engines.
So if your client is offering a cruise to "Alaska Cruise", which still in terms is hammered by companies with big bids such as $1.50 per click, then go even more specific, like "Discounted Alaska Cruise" which has 1125 people last month looking for it but it only costs 12 cents per click, costing a total (at 10% clickthrough) a grand total of $15 for 125 visitors using that keyword.
This is the best way of using Overture and Google adwords in my opinion.
As you are specifying your keyphrase more you tend to get highly targetted traffic. Use this system and your client will not go wrong, I promise.
Set yourself about 20-30 keyphrases like these, monitor them and then try some more if they work good. If they don't then shoot me :)
Keep this method cost effective, just basically get your value for money from the engines. Imagine spending that $60,000 on 60,000 visitors at $1 per click. If you find 20 phrases all at 10 cents a phrase (top 3) then over time you will receive 600,000 visitors but over a longer period of time for the same $60,000, but an increase of 1000% in visitors.
Its worth waiting for methinks ;)
Happy keyphrasing,
Terry
"Cruise" was searched for over 600,000 times in 1 month and costs $1 per click. If you had a 10% click through rate then you would be spending $60,000 in 1 month for 60,000 visitors, not a good idea unless you are confident of a sales conversion rate and have the budget.
Where did you find that on overture's site, the pricing that is? I really wanna know about some of the keywords i plan on usingn in overture! :-) thanks!
Keep trying different phrases in the bids tool to see which are the cheapest.
Glad I could be of help, but thats what we're here for right?
Terry
:-)
Haha. Seriously though, thank you VERY much for your insights and help. That is the type of information I desperately needed. Thank you again.
Sincerely,
Khem
I have looked under the term "fruit" on the Australian version of Overture. It was searched for 1940 times and currently has no bids (your minimum of 10 cents per click).
Yes, it is all trial and error but its best to try and get it right first time.
Go off your products, try to be as specific as you can to your target audience.
Fruit, fruit hamper, etc, etc. The good thing for you is the fact that Overture is still young in Australia and you will find plenty of cheap clicks, some with no bids at all. Use them wisely.
Good luck
Terry
I will go and clean up the Meta Tags in each page, add to Google free url. Checking out Overture.
Shopping in the UK is not so bad in terms of click prices, but it is not stating what shopping people want which could result in a bad ROI. I can go one better in terms of high prices - casinos. These guys are slugging it out at the top of the rankings and I have seen up to £10 per click (about $18 USD). Scandellous. With proper research and a bit of committed time you can get 100 clicks for the price of 1.
Its no wonder you see so much spam from these guys.
Terry
Ten pounds in not that much to pay for a word and probably gain an game-addicted at your table, especially when making a *great* deal of money daily.
You have a good point, they must be making their money back but not solely through Overture. The point I was getting to is that there is much more to just bidding for 1 big keyword. Casinos do not rely heavily on Pay Per Click.
Going off UK Overtures statistics, "online casino" was searched for 72475 times last month. If they were to pay £10 per click at a 10% click through rate then in a month they would have to cover the £72470 for 7247 visitors that they have invested into Overture by converting a good percentage of them to sales.
Obviously the above is just an example but I can't see the point in paying that amount of money for just 7247 visitors when there are much better ways for such a high budget.
What I am getting to is that with a little time and effort you can have more targeted multiple phrases at a fraction of the cost and still generate the same amount of clicks than that term does which should result in a higher conversion rate.
for example, I wouldn't go for a sole term such as "casino" as you may well know there is a film called Casino (Rob De Niro - the man ;) and a percentage of the people searching this term could be looking for this film giving a lesser ROI. I know there are descriptions of the sites that are advertised but going from a surfers point of view you see Casino without reading the description and clicking straight onto the link costing them another £10. A lot of surfers are idle when it comes to browsing (especially kids/teenagers)and don't understand how the search engines work properly and it does tend to happen. "Online casino" of course tells a different story but I would always manage my budget wisely.
If it were to me I would go for something like "internet casino baccarat" and deep link it to my baccarat game. Less searches yet less cost and more targeted.
Terry
