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Question about PPC and CPA Advertising

Posted on 2013-05-16
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Last Modified: 2013-05-16
I am a programmer in C#. I know a little bit of HTML. I am considering the idea of having a website that is for marketing purposes. So, I want to advertise it in a way that I can manage the costs.

I learned about CPA (Cost Per Acquisition) Marketing. I like that idea, because it frees me up to concentrate on the skill of programming the website, rather than being a professional marketing person.

Now, if I go to one of these website entitled, "PPC Management" is that what those people do there for a living? In other words, can I go to one of those people who have credentials from the Google Adwords system and pay him to give me contract that says that I am only paying when an "action" (such as a sale) occurs on the website?
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Question by:Leonard Gojer
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Expert Comment

by:Scott Fell, EE MVE
ID: 39172061
I would first do some math.  If you sign up for adwords, you can get a sense of what the cost per clicks are.   Let's say the avg CPC is $5.  For every 100 people that click on your ad, 10 fill out a form.  This puts your CPA at $50.  Add some deserved profit and you could be paying $75 to $100 per  acquisition.  For each of those 10 people that fill out the form, you convert 3.  So your cost per sale is hovering around $300.

If you are making at least $1,000 for each job and those jobs are something you would not have anyway, then the $300 sounds ok.  Chances are you are making a lot more then $1,000 for each job.

If you are going to spend that kind of money, and your website building skills are just starting and you are not a designer, I would hire somebody to do the site for you as well and concentrate on your programming business rather then spend 100 hours just to figure out how to make a website that may not look as nice as it could.
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Author Comment

by:Leonard Gojer
ID: 39172196
Thank you for that explanation as you see it.

My perspective is that I personally enjoy the skill of programming more so than being a business manager, and any opportunity that I get to develop some code is something that I look at as a challenge. I have some web development software and I have Photoshop and the Artisteer template maker. I am all set except for one thing: I don't know the web languages very well, I only know a little bit of HTML and PHP.

There's another aspect to this: that I don't have very much money in the bank set aside for this, and I actually have to wait about six months to a year before I go online again. I am going to work at my job and save the money and have the entire web venture planned out with a Microsoft Excel spreadsheet before spending any money on the project.

I talked with this man from Google, and he told me that I don't qualify for CPA at this time. I really don't want to spend any money on the idea until the whole package of elements is planned in advance, so that the project won't fail.
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Scott Fell,  EE MVE earned 500 total points
ID: 39172258
For a website you can start with a CMS like wordpress and there are templates you can get that are free to under $100.  I would use that.  Having good developer skills does not typically equate to good design skills.   Making html is simple
<!DOCTYPE HTML>
<html>
<head>
<meta charset="UTF-8">
<title>My Site</title>
</head>
<body>
<div class="content">This is my site</div>
</body>
</html>

Open in new window

Making a website is another story.  Use a CMS and use your precious time to create content in the form of articles/blog posts about what you do instead of figuring out a website.  What you want to do is common.  What is also common is not so great finished product.   This is where a CMS and inexpensive template can get you started fast without much effort.

For marketing, write a lot of articles every week/month, get on linkedin, ask for referrals.
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Author Closing Comment

by:Leonard Gojer
ID: 39172295
I worked for years as a programmer where I had no need to write articles about what I do. Now, you are suggesting that I learn a new skill in life, which is a challenge for me.
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LVL 52

Expert Comment

by:Scott Fell, EE MVE
ID: 39172387
Do the best you can.  They don't need to be on the level of a newspaper reporter...the key is you create content.  Even if you do start a PPC campaign, it would fail if you don't have content on your site.    I know writing is one of those things that seems like it should be easy but it is very hard for many people.    Your "article" could be a one paragraph about a problem and how you came to the solution with the rest a code snippet.  

If you go the rout to make a site, and your only reason is to show people are you are real once they meet you, then no need.  But if your goal for the site is to attract people, it will be buried if you don't.  Avoid copy / pasting.  It is better to have an ugly site with great content then the other way around.    Content is the new "seo".

Good luck.
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Author Comment

by:Leonard Gojer
ID: 39172426
Thank you for your words of wisdom.

Like I said, I won't be online with my content until about 8 months from now.

I have a boss who tells me what to do, and he doesn't want me to get into any more
projects that are unplanned.
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