The Bojo Blog

I thought about my recent post, What is the Value of a Bojo, and how Email Ideas centric that post was.  As much as anything, it was written to help me organize my thoughts about our product.  OK, that is all well and good.  But how can you judge the value of your Bojo.

The tool below will help you determine the value of a click to your website.  We are all in different businesses and leads and viewers cost more or less depending on the amount of competition we have, the cost of the products we sell and so on.   Google provides a neat little tool that will help you determine the cost of a click for keywords if you were to buy Google Adwords.  

https://adwords.google.com/select/TrafficEstimatorSandbox

When you go to this page, you must enter only a few bits of information.  The first field is titled Enter Keywords.  Enter a keyword that is good for you.  I tried a couple like “home owners insurance” and “home mortgage”.  Then the only other required field is step 4, the Targeting field.  I entered the United States for the Country and left everything else as a default.  The report shows you CPC – Cost Per Click.  That is the amount of mony you have to pay Google for each click.

The results are quite interesting.  For my sample keywords, my results were:

home mortgage - Average CPC: $19.91 (and the  maximum CPC was $48.93)

home owners insurance - Average CPC: $17.74 (at a maximum CPC of $50.00) 

atlanta real estate - Average CPC: $3.19 (at a maximum CPC of $5.98)

work at home - Average CPC: $2.18 (at a maximum CPC of $4.76)

What does all this mean?  First, it means it must be really expensive to get leads if you are in the insurance or mortgage business!!  I can’t imagine paying $17 to $50! … just for a click.  It takes a number of people clicking before you get one who will fill in a contact form and become a lead and then even fewer who become customers.  It also shows you how to calculate costs for your industry.

Try this excersize for you business or industry and see what clicks would cost you.  If you’d like to share your results, post a comment.