Clicks, Leads, Conversions
This is one link to bookmark. A great little utility from Conversation Marketing:
What is a click worth? will help you quickly (and roughly) answer the question of Pay-Per-Click (PPC) advertising.
One company I worked with was paying $12/click. On the face, it was worth it because their average customer was worth tens of thousands of dollars. What they didn’t factor in was the percentage of clicks that became leads and leads that became customers. It’s a two-stage conversion process. It was frustrating to plan and budget for their campaign because they didn’t have the numbers to back any of it up.
Intuition can only get you so far. If you’re trying to justify a budget or proposal, it helps to have real numbers to back it up.