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Page 6 of 13 Web Media
For each product, enter the budget in thousands for industry-related websites and search engines. However, this method creates many wasted hits. In a search engine, you might produce hits on sensor, electronic, temperature, RPM, etc. Hits are usually a product of single-word matches, not of phrases (although some search engines will produce hits on phrases). Therefore, while your search engine ads are far more likely to reach customers than a generic banner ad, only a few of the hits are seen by relevant customers. Potential Reach varies by segment:
- Traditional — Poor
- Low End — Poor
- High End — Fair
- Performance — Good
- Size — Good
Diminishing returns apply — as the number of ads increases, each ad produces smaller gains in message retention and leads. Beyond $500 thousand per product, the cost to gain additional awareness becomes prohibitive.
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