Onsharp

Onsharp manages approximately 30 Search Engine Marketing (SEM) campaigns at any given time. The following are assumptions we've heard.

1. If I get results one month I will get the same results the next.

Unless you have a completely demand-proof product or service, you will notice fluctuations in your results. One client offers summer services and also after-school services. Obviously people will not be searching for both of those services at the same time of year or in the same frequency every month. The most important element to remember about your campaign is that Humans are the ones searching and making a decision to click on your ad - and they are unpredictable!

2. It's really expensive.

One month you may experience a cost per conversion (or lead) of $100 but the next, your cost per conversion is only $5. Overall, you have to be sure you have determined your target ROI (return on investment). "If I had a qualified lead in my pocket to give you, how much would you pay for it?" asks Onsharp President Joe Sandin, to explain the value of a lead. If you sell your services for $500, a lead for $25 might be a great deal! How much does a lead from your other marketing efforts cost?

3. I will get leads immediately.

Some campaigns will but others won't. When you start a new campaign it takes time to gain ranking. A lot of it depends upon demand and the urgency of the geographic area you are showing your ads.

4. You can just create your campaign and check on it once a month.

Your campaign requires a minimum of weekly "check ups." Some campaigns require daily monitoring. Management frequency depends upon the demand, presence of competitors, your budget, and the average cost per click among all the other elements. The longer the period of time between accessing and analyzing your account, the more risk you are taking in losing leads.

5. I have to be in the top position (or top 3) to get any leads.

Google has said there is less than a 5% difference in the conversion rates between different positions. The difference is even less as you move down in position. Your ad can be successful further down the list and use a smaller portion of your budget. Here's the article.

The most important concept to take away from this article is that SEM offers more measureable elements than the majority of other marketing efforts. It's easy to get obsessed with the numbers. Keep a level head by asking "how much is the lead worth and how qualified is the lead?" and "what is my ROI?"