Estimate Google ROI

How Do I Estimate the ROI For a Google Front Page Site?



Good question... Many of us sense that being on the front page of Google would certainly be a good thing, but how good is it and how much effort should I really put into top search engine ranking for my site?

Here’s one approach... We know that click through rates are typically 5x greater for organic ranked pages than pay per click ads (Penn State). As a benchmark you may decide to use the Google ‘pay per click’ click through estimates for your key words.

(I provide the click through estimates for my clients when I help them select and optimize key word phrases.)

For example with these key word phrases (Google Only PPC estimates)

US and Canada:
First time home buyer 113-141
First time home buyers 94-118
Home Buyer 156-197
Home Buyers 193-241

Google Estimated Clicks for PPC Daily 556-698 =627 avg.

What does this mean? If your PPC ad is on the front page of Google in the pay per click columns with the above key word phrases, Google estimates your average clicks of 627 per day.

Penn State research says that consumers avoid pay per click 84% of the time in favor of organic rankings. Again, 16% click through for pay per click and 84% for organic rankings.

(627 x 84) / 16 = 3,291 estimated organic click per day on Google.

Google has a little more click market share than all other search engines combined so estimate another 2200 for other search engines for a combined benchmark total of 5,500 clicks per day

  • Why am I using the term benchmark? Because a benchmark establishes a measure of click through traffic which is a combination of:
    • >Page ranking
    • >Page views
    • >Consumer preference to your offer

Once we get your site on page one then you can use the benchmark data to determine the quality of your marketing message in terms of attractiveness to the consumer.

(Testing is one of the better uses of PPC ads... Use PPC ads to quickly sample and test the pull through of your message.)

5500 click per day x 30 = 165,000 clicks per month

Q: What can 165,000 clicks per month mean in terms of revenue to you?

A: There is a song that says, "A whole lot of money!"

Consider this... What would it cost to PPC that much traffic?

The average costs of PPC for those combined phrases is $8.00 per click which suggests that your competition would have to spend $1,320,000 for that much PPC volume and that your newly created front page site is very, very, very valuable.

So how do you cash in on all that value?

Expand your thinking, offering, and revenue sources

If you offer one product - expand to numerous products in your genre. Heck, with 165,000 clicks per month you ought to consider starting an entire mall or emporium... that is huge... rake it all in!

You could include other’s pay per click ads in your web site for additional revenues... they pay you for your ranking!

You could include affiliate marketing of additional products and services to earn even more!

You could charge others for back linking from your website, "I have 165,000 visitors / month do you want a piece of my action?"

And the options go on and on and on...

Let’s just imagine.... 165,000 clicks per month offering a product or service with just $30 in profit...

2% conversion = $99,000 per month profit $1.1 million / yr
3% conversion = $148,500 per month profit $1.7 million / yr
5% conversion = $247,500 per month profit $2.9 million / yr

If I am even ½ right and you have any business sense at all then you would probably run through a wall to get your site on the front page...

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Larry Farris, BS, NLP, is a White House trained public relations, sales psychology, and internet marketing consultant. He can be reached by phone at 480-993-5513.

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