The Estimated Cost column has been programmed to calculate automatically.
But if you’d prefer to use the number provided by your PPC engine, feel free to replace
this column with that data.
How Pandora Partners, Inc., Miscalculated Cost per Click for Six Months!
We once worked for a client (the name and some identifying details have been changed to prevent
embarrassment) who was very enthusiastic about PPC because his campaign provided valuable
conversions in a very competitive market.We came on board several months after his PPC cam-
paign was in full swing, and we were pleased to see that this client had made his own spreadsheet
to track important trends over time.
After a few days on the job, we made an astonishing discovery: Due to an unfortunate spreadsheet
error (we’re going to be charitable here and call it a typo), this company was working on the
assumption that they were paying an average of $3.80 per click as opposed to the actual value of
$0.26! Can you imagine how that affected their advertising budget, not to mention their opinion
of the value of their PPC campaign? Can you imagine the smoke that rose up from our speedy
phone-dialing fingers when we realized what they had been doing wrong?
Even if you’re like one of us (hint: not the one of us with a degree in engineering) and gave up
math class at an embarrassingly early age,you need to know this simple equation:
Cost per click = (cost) ? (# of clicks)
As we’ve mentioned, any PPC engine provides this kind of data for you.But if you ever decide to
create your own reports, you can save yourself a big headache if you take some time at the start to
double-check your own formulas against your PPC engine’s prefab reports.
Wednesday: Write Your Ad Text
Depending on your talent with words, today may be a fun little excursion into copy-
writing, or it may be as frustrating as trying to bait a fishing hook with mittens on. If
you have writers on your team, this is a great time to include them.
For each of your keyword categories, you’re going to create a succinct, com-
pelling ad that is substantially more interesting than your competitors’. You may
want to write two or three ads for each category if your PPC service rotates ads for
you. If your PPC service allows or requires a separate ad for each keyword, feel free
Fill in your PPC Keywords Worksheet for at least your top 10 key words.
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