Re: Key word advertising

From: Josh Dahmes <jdahmes_at_ciceron.com>
Date: Thu 24 Feb 2005 07:47:48 -0600

Eric (and group),

It sounds like you had good reason to turn down that client if they
weren't going to be able to achieve a positive ROI. However, I highly
urge people to never use the CPC as the decision maker unless they are
unable to track to conversions. The number used should be a Cost Per
Conversion or ROI itself. I have a client who on a monthly basis makes
a great return off of terms that they are paying over $20/click on.
When a lead to them is worth over $10,000 and their conversion rates are
good enough to sustain that dollar amount, why not? Just make sure that
the tracking is of high quality and conversions are properly valued.

Certainly this isn't a norm, 99% of clients couldn't sustain $20 CPC,
but it should never be a reason in itself to say no.

-----------------------------------------------------------------
Josh Dahmes <> Online Advertising Manager <> Ciceron
www.ciceron.com <> tel: 612.204.1919 x42

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Received on Thu Feb 24 2005 - 07:47:48 CST