A few months ago we launched a new campaign for an agency client. We bought TV spots in Jeopardy and Wheel of Fortune, ad space in the local newspapers, strategically located billboards, in-theatre ads at the local Muvico and a handful of Google AdWords.
The costs looked something like this:
One 30 second spot in Jeopardy $600
One ¼ page ad in daily newspaper $1,400
One month on billboard $1,200
One week in theatre ad $525
One week Google AdWords $77.16
No, that last one is not a typo. And yes, that is a decimal point, not a comma. In a world where even the smallest ad campaign can quickly run into comma territory, it’s nice to see the decimal point making a comeback.
Through keyword campaigns with companies like Google, businesses can now attract qualified prospects online without spending a fortune. You simply determine what keywords make sense for your business. You might pick “Sixties Dresses” if you own a vintage clothing store or “Birthday Parties” if you’re a professional clown.
Then you set a budget of how much you are willing to pay for someone to click on your ad. Is a mom surfing the web for “Birthday Parties” worth $3.25 if she clicks on your ad? Or would you be willing to pay closer to $6.50 for every desperate mom you can convert to a clown customer?
Once you’re up and running, you can track the results online. You’ll know how many people are seeing your ad, how many are clicking on it, and what you are paying for each one. If only every advertising medium had this kind of tracking.
And, if you don’t think anyone’s out there looking for your services, you can find that out too. One to three people in West Palm Beach click on ads related to Cat Sunglasses, Harmonica Music or Sand Art. Your customers are bound to be out there too.
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