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The Cost of Internet Marketing

DECEMBER 2003

Internet Marketing services are expected to become a billion dollar industry in the very near future. Many people are confused by the offerings, however, and aren't sure what's a good price to pay. Understandably so since the price for these services seems to be all over the board.

What are you actually paying for?
First, let's break down the various facets of Internet marketing starting with Search Engine Optimization. This service is the one where everyone claims to get your site ranked high with the search engines. For this service, you're paying for labor, not results. Those companies that get good results for their clients get to stay in business. Those that don't soon close their doors.

With Search Engine Marketing (aka Pay-per-Click), you are paying for traffic and labor. For labor, this service requires at minimum two people. An account executive researches keyword terms and works with the client to come up with a viable ad budget. Whether you have $1 to spend on ads or $1million, he gets paid the same. At Web-Kare our management fee is separate from the advertising budget and no one except the advertising venues (Google and/or Yahoo) get any of the ad budget.

Then, of course, there's the senior account manager who will write the ads, bid on the terms, track the budget and results, and prepare monthly reports. It is this person's objective to get you, the client, the most exposure possible for your budget. This does not mean that you will have every ad for every keyword available on the Internet 24 hours per day, seven days-a-week for 365 days. You are paying for traffic so you only pay for those who actually click on your ad and visit your site. You are paying for someone to manage this program for you.

Compare Internet Marketing to other Marketing Channels
Compared to print advertising and media broadcast advertising (television or radio), Internet marketing is a steal and your potential audience is worldwide numbering in the billions. None of these other advertising channels guarantee results of any kind -- just exposure. You are paying for production costs (including labor) and, in the case of broadcast media, you are paying for production of a particular program that you are sponsoring. It is up to you to track leads that may come from these avenues of advertising or you have an ad agency to track the results fo ryou, prepare the media, and place the ads. Most agencies won't even bother with a client that has less than $100,000 to spend (including the agency's fees).

Web-Kare, on the other hand, can offer a complete Internet marketing program for a nominal management fee plus whatever ad budget your company wants to spend and the program can start immediately. No waiting for publication dates. Your site can start receiving traffic within a week after signing up with us. (Sooner if you've already picked out your keyword phrases and approved your ads.)

Need help with your Internet campaign?

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Web-Kare, LLP
74 Main Street
P.O. Box 959
Raymond, NH 03077
Call 877-351-1769

Web-Kare offers full Internet marketing services and web design to industrial companies in NH, ME, MA and VT.