The last bit — for now at least — on marketing analysis is keeping track of emarketing you likely do.  It’s important to realize that even though a cost per click might be small where you advertise, if you aren’t getting any of those click-throughs to take action on your website (or where ever you’re directing them), your inexpensive click-through rate might be costing you a lot more than you expected.  Take a look at these costs and see how your emarketing stacks up.

1.  Cost per click (CPC) – Cost per click-through.  Your $500 marketing cost divided by 1,000 click-throughs would be a $0.50 cost per click.

2.  Cost per action (CPA) – Cost to get a visitor to take a specific action beyond clicking on an ad, such as signing up for your e-newsletter or filling out a response form.  (If you have a $0.50 cost per click and it takes 30 click-through to get one prospect to sign up for your e-newsletter your cost per action is $15.)

3.  Cost per lead (CPL) – Cost to get enough prospect information for follow up.  Also “pay-per-lead” if buying the service.

4.  Cost per thousand (CPM) – Price for one thousand ad views or impressions.

How does your emarketing add up in your analysis?

Amy Hausman

Editor at Gooder Group
Amy is editor extraordinaire. If she’s not writing, proofing or editing, she’s traveling the world and taking photos around every corner.

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