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A new Web Marketing ROI Calculator - Part 1
Don';t Be A Spam Artist!One of the hottest discussion topics going around the web these days is Spam. Spam is different things to different ..... ...... for SEO, this can be
left blank. The PPC can be changed or added at any
time, allowing you to re-calculate your PPC using new
information.
"CONV is the number of conversions you have received
from that particular search engine. The details about
the number of conversions are at the next level.
"You can define what a conversion is:
-A "SALE"
-A subscription
-Downloading a file
-Filling out a form
-Or anything you consider to be an acquisition
"The CONV% is where KeywordTool calculates the
percentage of conversions based on the number of
referrals received from that search engine. It's
really just a performance guide of the search engine
for the keywords you have listings for.
"PPA is the `price per acquisition.' It tells you how
much each new customer costs you for that particular
search engine. The number indicated is rounded to the
closest dollar.
"ROI is your potential return on investment. It's
based on the information provided and the referrals
and conversion rates recorded.
"Some of the rows don't have information, because we
haven't defined the cost per click or estimated profit
on that particular search engine. This can be added or
updated at any time.
"Start the next section by clicking on the column
marked `Clicks' to sort the SE's from highest
referrals to lowest. Yahoo US has the highest number
of referrals, so it comes to the top of the list.
"Click on `Yahoo.US.' It will then take you to the
next screen where there are 2 sections marked `search
words' and `categories.' Search words are referrals
from SE', and categories are from directories. Yahoo
displays both so KeywordTool separates the results.
"Click on `Search Words.' The next screen will display
the exact results and performance for each keyword
phrase. Click on CONV to sort to the highest
conversion keywords in this section. This is the
section where you can start seeing which keywords are
working well for you and which ones are not.
"The keywords that work well are ones that you can
focus on to ensure they are also listed on the other
search engines. You can quickly see which of your
initial chosen keywords are working well and which you
might want to consider dropping or reviewing. You can
then work to get improved listings on other search
engines for a small select group of keywords that you
are confident will give you the highest ROI. The
numbers provided in KeywordTool's reports could be
used to make better, informed decisions.
"If a keyword phrase is not working well, it might
either be the wrong keyword for the product offered or
the sales presentation is not working well on that
page. Knowing that this keyword is not working well,
you can then start to make changes to improve
performance. For anyone who has tried tweaking your
Google AdWords Select based on your copy and click
performance, this works in much the same way. With
KeywordTool, it's fairly easy to know which keyword
phrases to work on and which ones are working well for
you already.
"The information KeywordTool provides will tell you
how much potential a keyword phrase has, allowing you
to know how much to invest in SEO or PPC.
"All the information in KeywordTool sections can be
exported to Excel easily so you can manipulate the
data and quickly determine what your strategy should
be for getting better returns from your work. If you
notice the Expert to Excel link at the top right of
the page, it's a very handy little tool."
(Continued in Part 2)
About the Author Robin Nobles, Director of Training, Academy of Web
Specialists, (http://www.academywebspecialists.com) has
trained several thousand people in her online search engine
marketing courses (http://www.onlinewebtraining.com).
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