Online Marketing Pricing

I have put together this page so that prospective clients will know approximately how much online marketing campaigns cost.

Please note the following about what is shown below:

Phase	Component	Price	Description
Initial Setup
	Website Presence	$1,000 - $3,000 *Typically	Creating suitable landing pages for the marketing campaign. Price varies based on the amount of work that needs to be done – whether all that is needed is just landing pages, a full website, or a microsite. * Price shown is typical, but will vary greatly depending on what the client requires: Landing Pages typically cost in the vicinity of $1,000. Full websites cost anywhere from $3,000 - $5,000. The cost of a Microsites will cost between $1,500 and $2,500.
	Online Marketing Campaigns	$1,000 - $2,000	Research your business and your industry Keyword Research Competition Research Build and implement the advertising campaigns for the major search engines
Ongoing Activities
		$750-$1,500 / mo	Keyword Research Brand Monitoring Bid Management Competition Monitoring Top Keyword Phrases Ad Monitoring SEO Ranking Monitoring Monthly Meeting Monthly Report Negative Keyword Monitoring SEO Activities

Landing Pages

In Pay-Per-Click (PPC) marketing, a landing page is a page on a business website where visitors “land” after clicking on an online ad. A landing page will typically consist of information about a service or product that the business offers that is directly related to that advertisement.

Landing pages area much different than typical pages on a business website. Landing pages are very carefully structured to encourage the website visitor to make contact with the website owner either through phone, email, or filling out a form.

For the services provided here, the estimated cost of $1,000 for a landing page would include anywhere from one or more landing pages that would be needed to support an advertising campaign. Most clients that I work with need one or more of these landing pages and don’t require a full website to be developed to reap the benefits of online marketing.

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Websites

Most clients I work with will not need to have a new website installed. Immediate benefits can usually be obtained with online marketing by simply modifying the website’s existing pages, adding landing pages, or implementing a microsite.

The website cost as shown here would be the estimated cost for a completely new corporate website for a client. The price is generally between $3,000 and $5,000. The more complex and interactive a website is the more expensive the website will be. Complex and interactive website elements would include items like: database driven websites, blog enabled, content management systems, capable of handling multiple user logins.

For more information on websites, please see the portion of the Database Watchdog website that covers revenue generating websites.

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Microsites

A microsite is a website that is created to support online marketing campaigns and will typically consist of several landing pages that address many of the different services and or products that a small business offers.

A microsite is more appropriate than a simple single landing page if the product or service being offered is complex . Many supporting pages can be provided within a microsite to give the website visitor all of the information that they need prior to making a decision to contact the business owner.

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Company and Industry Research

I learn as much as I can about your business and your industry. This includes knowing who your typical client is and finding out how much each client is actually worth to your business. Demographic information as well as geographic location are two key considerations for finding out more about the categories of clients your business serves. Knowing as much as I can about your business, your clients, and your target clients helps to set up an effective online marketing campaign to target desired clients.

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Keyword Research

After I have an idea of who your target clients are, I turn to many different keyword tools – both freely tools like the Google AdWords keyword tool as well as paid tools. These keyword tools help me to find the optimal search phrases that your clients will be using to find the services or products that your business offers. I take the best keywords and incorporate them into an online marketing campaign, where I bid on the best keywords that are likely to bring your business website highly qualified visitors.

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Competition Research

One of the key factors determining how much you’re going to pay for your online pay-per-click campaigns is the number of competitors and the quality of these competitors. In all likelihood there will be competition for the keyword phrases that make sense to include in your online marketing campaigns.

I look closely at competitors to try to determine what is likely working – and what is likely not working in their online marketing campaigns. I examine their ad copy as well as their landing pages. I also use software tools to determine what keywords they are likely bidding on to determine if those keywords may work for your advertising campaign as well.

By studying what the competition is up to, it will give insight as to how to better structure your online marketing campaign.

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Campaign Setup and Implementation

The ad campaigns are effectively turned on.

The end result of all of the research that has been performed during this Initial Setup phase is the creation and implementation of the pay-per-click campaigns into AdWords, Microsoft AdCenter, and Yahoo Search Marketing.

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Keyword Research (Monthly)

While a great deal of work will be done on keyword research, additional keyword research will be performed on a monthly basis.

Monthly Keyword Research Activities Includes These Tasks:

•  Examining and Changing Match Types
•  Analyzing Search Query Reports to Find New Keywords
•  Looking at Competition Activity for New Keywords

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Brand Monitoring

Brand monitoring involves keeping tabs on key elements of your business, including:

•  Your Name
•  Your Business Name
•  Your Domain Name
•  Any Unique Products or Services You Offer

I install tracking services and notify you whenever one of the above elements appears on a website page outside of your domain. This can include other businesses mentioning your products, services, business, or you by name. It can also potentially provide me with the ability to notify you if someone has something negative to say about you or your business.

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Bid Management

Bid Management involves making sure that bids within pay-per-click campaigns are structured in such a fashion that you are paying the optimal amount for clicks. I will analyze your account weekly to ensure that your ad position and bid amounts for your keywords are optimized.

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Competition Monitoring

With pay-per-click campaign management, one effective tactic is monitoring the competition and their keywords over time. As part of the pay-per-click campaign management process, I study which competitors tend to be advertising against your keyword phrases over time. If an advertiser continues to be advertising over a period of months - especially on the first page in a moderately high ad position - it generally means that the advertiser is making money. Those advertisers will be targeted and closely examined to study their tactics and see what can be applied to your own online marketing campaigns.

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Top Keyword Phrases

As more visitors click on the ads and become business clients, it will become apparent which keyword phrases result in the most conversions. Special emphasis will be placed on emphasizing these keyword phrases as much as possible while still keeping the ad campaigns cost effective.

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Ad Monitoring

Ads will be monitored daily in a technique called split testing. Split testing involves comparing the performance of one ad against another for each keyword phrase. Those ads that directly result in conversions will be kept and improved upon. Ads which don't bring quality traffic or conversions will be eliminated.

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SEO Ranking

For clients that wish to rank well for search engine optimization and are willing to put the time and effort into creating great content to support those efforts, I will monitor certain keyword phrases over time. SEO related efforts can be tracked against actual search engine results to track progress.

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Monthly Meetings

Each month, I make myself available for meetings with my clients. This once monthly meeting keeps all marketing activities on track. While the monthly reports (see below) that are provided to all clients are also a great way for clients to track progress - nothing beats face to face interaction. During meetings, online marketing campaign status is discussed along with planning for the future.

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Monthly Report

In addition to being accessible to all clients with monthly meetings, I also provide clients with monthly reports. Monthly reports allow clients the ability to actively track marketing efforts and see in a visual format the actual return on their investment.

The great advantage of monthly reports is that it allows the ability to quantitatively track progress and to effectively plan for the future. Another great feature of online marketing when compared to other forms of data is that you receive quantifiable results to online marketing efforts almost instantaneously. This allows for great tracking and planning capabilities.

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Negative Keyword Monitoring

Negative keywords are used in ad campaigns when you don't want your ad to appear when these keywords appear.

For example, if you are selling mystery books in Denver, you may wish to use the word "free" as a negative keyword.

With online marketing campaigns, there will almost always be some undesirable search phrases delivering visitors to the website, especially during the first few months of a campaign. There may also be search phrases which seem like they might be great - but they never lead to conversions.

To prevent these negative keyword phrases from adversely impacting the bottom line, I look at the visitors that arrive to the website and filter out keywords that aren't likely to ever result in a conversion. That way, the ad will no longer appear for these negative keywords, and no more charges will be incurred.

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SEO Activities

For clients that are interested in performing search engine optimization, I will conduct SEO activities as necessary. For more information about SEO, contact me directly.

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Next Steps