AFS-Inc (Advanced Formula Search) for PPC/Paid search and SEO/Natural search agency

Media Spend or Adspend

Because we have to makes tests and experiments, we require a higher budget in the first three months and this will mean until the 6th month. From Month 5 to Month 12 (the first full year) we may need some additional budget from time-to-time.

Over time particularly with Google the cost per click varies. Google has an internal quality measure which dictates the price of bidding. For example bidding on Space NK’s brand terms started at $2.56, andthen dropped to between 50c and 80c after 2 weeks. Then dropped to below 30c after a month. Three months on it was below 20c. After 6 months it was below 10c with sometimes going as low as 2 cents.
Wind-tunnel tests (see section on Research). This is high search volume tests of different keywords. Quality or click-through-rates may not be so important. What is the ultimate test here is the conversion rate and cost per conversion. This type of test is used heavily once a campaign is used.
Toe-in-the-water tests (see section on Research) which is using high volume keywords in a low volume environment. This is less used than the wind-tunnel testing once we get a program under way. But we will still use it to continually test for new keywords, new adcopy, new account structures, new geotargeting or new day-parting. And many more features.
Major testing of new products, new generic keywords, the long tail and so on will continually take place. It tends to be heavier at the beginning and right the way through the first year than subsequently.
Alternative account structures. We tend to experiment more heavily whilst we are learning (both the humans and the artificial intelligence) about your business and what room for manoeuvre we have to increase sales and profitability.