Pay-per-click (PPC) advertising is an effective way to generate website traffic. PPC is, in fact, the fastest road to garnering relevant search results, especially for highly competitive keywords. But how much should you pay? And how much are your competitors paying? Great questions but there is no short answer. For more information, contact Rosemary Brisco, ToTheWeb | https://totheweb.com

1. $25$250 $50
$10
Pay-per-click Leads.
What should you pay?

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Pay-for-click advertising
is the fastest way to
generate leads for
highly competitive
keywords
PPC Leads
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What should
you pay for a
PPC lead?
Good, common and tough
question. And there are no
easy answers.
PPC Leads
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$25$125

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No benchmark exists
for the cost of a lead
• No standard PPC conversion rate or cost
• Advertisers can measure a variety of actions
as a conversion further complicating
measurement, and
• Baseline conversion rates are different for
every industry and even across products.
PPC Leads
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What do your
competitors pay?
• Ad networks don’t divulge competitor
data; and
• You cannot know what keywords your
competitors bid on (despite what
shady tool vendors may say).
PPC Leads
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What actions do you
want to measure?
CPAs vary…
• Request for a demo
• Lead form completion
• Download
• Online chat
• Video view; and so on…
PPC Leads
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7. 7
Factors for
Calculating
CPA

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Keyword
Mix
• May or may not include your
brand name (Brand keywords
are generally inexpensive); and
• Short tail versus long tail
keywords impact CPC.
PPC Leads
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Ad
Networks
Conversion costs differ by
media platform:
• Search
• Display Networks; and
• Retargeting.
PPC Leads
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Geographic
Locations
Costs differ by country,
region and city targeting.
PPC Leads
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Offer Types
Your campaign landing page may
feature a variety of offers:
• For example, a product demo vs. a
white paper download = much
different values
• Consider propensity to buy in
assigning values to actions; and
• Weigh CPA against lead value.
PPC Leads
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Competitive
Campaigns
• A common strategy is to bid on
searches for the names of your
competitors and/or their
products; and
• A costly CPA strategy, but could
deliver very valuable results.
PPC Leads
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Quality Score
• A measurement of how relevant an
ad is to the keyword and landing
page
• Maintaining good quality scores
allows for full ad delivery and lower
CPCs; and
• Measured based on the likelihood
of a click-through.
PPC Leads
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Timing
• CPAs fluctuate by seasons
• During periods of heavy ad testing; and
• Holidays
PPC Leads
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15. 3
Additional
Considerations

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Length of Sales
Cycle
• Numerous people may be involved in the
decision
• Leads can take a long time to surface
and qualify; and
• A buyer may initially see an ad on a
mobile device and convert on the
desktop (difficult to attribute to PPC).
PPC Leads
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Product
Cost Matters
• A $10K product vs. a $100K
product; and
• Expect lower CPAs for lower
priced products.
PPC Leads
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Lead
Actions
• Campaigns may have
multiple CPAs; and
• Values differ by action.
PPC Leads
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Run your conversion ratios
through the sales funnel.
Leads
Sales is a
Numbers Game
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PPC Leads
PPC is top of the
funnel marketing
to build awareness
and your
remarketing list.
How many visitors
will it take to close
one sale?
3,000
600
150
50
10
Visitors coming to the website
Lead clicks on ‘Call to Action’
Lead interacts with company
Company pre-qualifies lead
Sale is closed
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Technique for
formulating lead costs
What you need to know to make this calculation.
PPC Leads
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Leads Sales
Revenue
Generated
Paid
Media
Cost

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420 Sales
$270,000 ($99/sale)
1,000 leads
$240,000
CPA = $571
ROAS = 12.5%
Example
Formula
1. How many leads came from paid media last
year?
2. How many sales came from paid media last
year?
3. How much revenue did those sales generate?
4. How much was the total paid media cost?
PPC Leads
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CPA = Cost Per Action
ROAS = Return on Ad Spend

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PPC Platforms
PPC Leads
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Convert your
visitors into leads
We work with B2B companies with lead
generation challenges. Our search programs
drive visitors to your site – but we don’t stop there
– we make sure your visitors convert into leads.
CALL 650.627.8800
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25. There is no
demand
without
marketing
Questions?
RB@ToTheWeb.com
650.627.8800

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