How much does it cost you to get a new lead on your site from your digital marketing campaigns? Cost comparisons depend on a list of variables such as your timing, your bid, your target audience, your competition, and your unique value proposition. Success also depends on factors such as creativity and persuasiveness in your overall message and in your specific words, image and color.
But let’s say all of the same are part of your digital marketing strategy, and you want to be in control of whether you have to pay for potential customers through ads or get them through search engine optimization (SEO). To do this, you must consider your Digital Leads Cost (CPL) and Leads Cost (CAC). To dive in, let’s take a look at data from third-party sources such as Google Analytics and the Google Search Console.
Let’s look at marketing strategies in search engines for print. Here are the data points that haven’t changed much in a few years.
Every month, about 110,000 people in the United States connect to the Internet and search for “press services.”
Of the 110,000, about 40,000 click on an organic (unsponsored) listing on the search engine results page (SERP).
The first three search results receive about 60 percent of clicks, or about 24,000. Another 25,000 out of 110,000 click on a sponsored link (paid for by Google Ads).
Printers who purchase these paid search ads will pay Google approximately $ 3.00 for each click on their ads.
A printer with a budget of $ 2,000 per month pay per click (PPC) should receive about a thousand paid visits to its website.
How many of the thousands of visitors turn into paying customers depends on a number of factors. Let’s say there are 20 print jobs with an average order of $ 200, with a total value of $ 9,000. It’s not a bad profit at $ 3,000 in advertising costs, but it still costs $ 170 to get a $ 200 customer.
Let’s say another printer uses search engine-optimized content marketing and receives only 2.5 percent of 40,000 unpaid clicks. That’s a thousand, that’s double the paid search, and Google doesn’t pay.
PPC is an engine that speeds up a ship. It uses gas, which is expensive. SEO is the sail that moves a ship forward for little money (but not for free). Both may be required. It is a choice between “urgent and expensive” versus “patient and cheaper.”
What strategy is best for your business? There is no single answer for every printer. Printer owners simply need to explore priorities, timelines, competition, and customers. And the math of traffic, conversion rates, and finite numbers.