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Pay-Per-Click (PPC) Success Story for CNYPagan

Why include pay-per-click (PPC) marketing in your arsenal of advertising tools? PPC has a very specific time and place. It drives immediate results. For example, I used this method with CNYPagan from March 4 to July 5:
  • Cost: $110.96
  • Impressions: 275,261 (people saw my ad and my company name and message)
  • Clicks: 550 (people clicked through to www.cnypagan.com)
  • Average click-through rate (CTR) of 0.06% on the Google search network
    • Below the average of 2% to 6%
  • Average cost-per-click (CPC) on the Google search network was $0.21*
  • Average CTR of 0.09% on the Google content network
    • Above the average of 0.01% to 0.05%
  • Average CPC on the Google content network was $0.19*
Pay-Per-Click (PPC) Success Story with CNYPagan
*Usually, the CPC on the Google content network is much lower than the CPC on the Google search network. However, in this case, even though I was bidding on extremely competitive keywords (see chart below), I was able to keep my CPC as low on the Google search network as it was on the Google content network.

For example, the word "pentacle" - although the estimated first page bid is $1.00, I set my maximum CPC at $0.50. My average CPC was $0.27 and my average position was 4.0 (that put me on the first page of Google results). 1,353 people saw my ad and my company name and message and six of those people clicked through to my website, www.cnypagan.com. The resulting sales from those six visitors far outpaced the total cost of $1.63. All of those orders and I only had CTR of 0.44% (below average).

Take a look at the data below and see how my program performed. Contact me if you have any questions.
Click on each column header to sort the data to fit your needs.

KeywordEstimated First Page BidCurrent Maximum CPCCTRImpressionsClicksAverage PositionCostAverage CPC
pentacle$1.00$0.500.44%1,35364.0$1.63$0.27
spell$1.00$0.250.13%76015.6$0.25$0.25
ostara$1.00$0.250.00%---$-$-
celtic$1.00$0.250.00%271-9.1$-$-
coven$1.00$0.250.00%190-2.9$-$-
magical$1.00$0.150.00%146-1.5$-$-
paganism$0.50$0.400.66%90862.8$1.14$0.19
incantations$0.50$0.2501.85%16233.0$0.50$0.17
scrying$0.50$0.2501.28%15624.0$0.42$0.21
handfasting$0.50$0.250.41%24113.7$0.18$0.18
witch$0.50$0.250.24%2,53364.6$1.28$0.21
magickal$0.50$0.250.00%18-4.5$-$-
wiccans$0.50$0.250.00%125-2.8$-$-
yule$0.50$0.250.00%---$-$-
pagan holiday$0.50$0.250.00%1-2.0$-$-
covens$0.50$0.250.00%47-2.4$-$-
wicka$0.50$0.250.00%63-5.8$-$-
midsummer$0.50$0.250.00%---$-$-
pagan$0.40$0.400.55%6,676373.7$9.76$0.26
tarot$0.40$0.400.17%8,415146.4$3.52$0.25
pentagrams$0.40$0.3001.22%49163.4$1.46$0.24
pagans$0.40$0.300.81%74063.3$1.34$0.22
pentagram$0.40$0.300.79%3,430271.5$5.87$0.22
wicca$0.40$0.250.79%2,032168.4$3.37$0.21
witches$0.40$0.250.56%1,60095.7$1.95$0.22
occult$0.40$0.250.48%1,03955.5$1.14$0.23
sabbat$0.40$0.250.00%65-1.9$-$-
mabon$0.40$0.250.00%16-1.3$-$-
lammas$0.40$0.250.00%46-1.0$-$-
magick$0.40$0.250.00%251-11.1$-$-
samhain$0.40$0.250.00%656-2.0$-$-
mysticism$0.40$0.250.00%727-3.7$-$-
candlemas$0.40$0.250.00%4-3.2$-$-
conjuring$0.40$0.150.87%11511.4$0.21$0.21
neopagan$0.40$0.150.00%58-1.8$-$-
pentacles$0.30$0.300.37%27315.1$0.20$0.20
cauldron$0.30$0.250.85%58855.2$0.96$0.19
spellbook$0.30$0.250.78%12914.7$0.23$0.23
wikka$0.30$0.250.61%16312.6$0.25$0.25
witchcraft$0.30$0.250.61%1,8061111.9$2.52$0.23
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