Richard Chavez wrote:
>I wanted to ask if anyone had any pricing information on
>buying an AOL keyword. I also would like to know if this
>has been successful and whether or not it's worth buying.
Richard,
I'm not sure if you mean to buy a banner ad on AOL based on keyword or
if you mean to be in the sponsored links section of search results.
If you mean to be in the Sponsored Links for certain keywords, you have
to go through Google AdWords Select. This will create ads for you on
Google as well as the keyword placement on AOL. The cost will vary from
fifteen cents to a few dollars per click through depending upon how
popular the keyword is.
We have just done a test of several keywords for a client where the
average cost per click was over $1. We are waiting to see what the
conversion rate was on the ads to determine whether the placement was
successful.
The success of any ad campaign depends upon the cost to get a visitor to
your site and the conversion rate. The cost of getting the visitor to
your site divided by the conversion rate gives your average cost per
customer acquired. If you can pay that cost per new customer and have a
profitable business, the campaign is successful. The acceptable cost per
new customer will vary depending upon the kind of business you are in --
so whether it is worth buying depends upon your likely conversion rate
and acceptable cost per new customer.
As for banner advertising on keywords this has generally been too
expensive for our clients to even consider. And we don't have just small
clients.
--
Miki Dzugan
MARKnETING
http://www.MARKnETING.com
Weaving the Web into Marketing Results
Received on Tue Jul 23 2002 - 20:42:11 CDT
