Author Archives: DesignBy.Us

Right On Target photo by Colin Maykish, New York, NY, USA

A client asked us about paying to appear on Google’s Sponsored Links section. This program is called Google Adwords. While we always prefer natural search results (i.e. the site naturally shows up at the top of a search for relevant keywords) there are times when it makes sense to buy an advertising link in the results page.

When? It depends on your marketing metric. How do you track cost?

Rule #1 Know Your Costs

# Contacts > # enquiries > # sales > # repeat customers

therefore

Cost per contact < cost per enquiry < cost per sale < cost per repeat customer