online marketing planner spreadsheet ver3a
DESCRIPTION
Plan on budget with roiTRANSCRIPT
Directions for using the spreadsheetOpen the Spreadsheet and Save As whatever file name you require
You can make as many copies of new Product or Service worksheets as you like
To move them around simply click on a worksheet tab and drag it to where you want it moved
Products Worksheets
For each product worksheet input the keywords that will form part of your search engine marketing campaign
The spreadsheet will calculate the total searches and the cost for each month, broken out by each search engine
Search Engine Spend
Banner Spend
The cost section displays the number of impressions, site visitors and the associated media costs.
Variable Factors
Start with the Products worksheet. You can rename these as services if you prefer. To change to a new name simply right click on the tab called, for example, Product3 and rename it.
If you wish to add more products or services just right click on the tab you want to make a copy of. Click on Make Copies. A dialogue box will ask you which worksheet you want to make a copy of - select one and check the button to Create a Copy and hit OK
In Version 3 of this tool you can now use Goodkeywords.com to calculate the number of searches for your keyword set. Copy and paste this list into the keywords-product sheet and it will automatically cross reference Goodkeyword.com's list and your own and show which match. Thus, your own keyword selection will be cross referenced with Goodkeywords.com to show a list of real, searched for terms.
Note that, if you are an Irish user, Overture still quotes its CPC in Sterling - you will have to change this. Use the box on the top left hand corner to input the exchange rate at the date you are using this spreadsheet. The most up to date rates are available from http://www.xe.com
You may not wish to use one or more of the engines quoted here - simply leave these fields blank. You may also want to use other search engines not listed here - change the names to suit your campaign or add in extra engines
The search engine spend breaks out the search engine marketing spend of the overall online marketing campaign. It provides a Quarterly breakdown, ideal for management reporting. It also provides a detailed cost and revenue analysis. Ignore any #DIV/0 errors in the Average Cost per Acquisition field - these will show the proper results once you have inputted some figures.The Search engine variables table pulls the variable parameters from the Variables worksheet. You can control these figures as the campaign evolves. However, they are vary useful for gauging the success or otherwise of the campaign BEFORE you spend any money. You can also use these variables to perform a Sensitivity Analysis.
The Banner Spend section allows you to plot the spend on a full banner advert campaign. There will be fixed costs (design, implementation and traffic auditing) and variable costs (impressions, account management [usually a % of campaign spend])The Banner Variables section lets you estimate the click thru rates (CTR) and Conversion Rate for the adverts. You can change these to plot the performance of the campaign.The revenue section allows you to see the revenue accruing from the campaign on a monthly basis. There is the option to add in multiple campaigns if you wish.
Within the Variables section you need to specify your average revenue per customer obtained, the average CTR and Conversion rates you expect from the campaign. Obviously, these can be tweaked at any stage before, during or after the campaign.
Overall Marketing Budget
For the Banner Adverts section CPM (cost per mille or cost per thousand impressions) is the standard method of quoting for media purchasing. I have set an example of 20 euro per 1,000 pages impressions. Please change this according to what your agency quotes you.
This section provides a summary of the overall marketing spend. It includes the detailed section on search engine and banner advertising. There are also optional fields for using paid inclusion services, membership of online professional or industry bodies and online PR campaigns. There is also a calculation of the full costs for the campaign, expected or achieved revenues and a Return on Investment calculation.
Summary of Online Marketing Spend
Total Site Visits 0
CostsService Fixed Costs Q1 Q2 Q3 Q4
Search Engine Marketing Google - €0 €0 €0 €0 Overture - €0 €0 €0 €0 Espotting - €0 €0 €0 €0
Banner Campaign Banner Spend €0 €6,000 €6,000 €6,000 €6,000
Paid Inclusion Search Submit Express - - - - -
Professional Bodies National Internet Association - - - - -
Sponsorship & Online PR - - - - -
Total Expenditure €0 €6,000 €6,000 €6,000 €6,000
RevenuesQ1 Q2 Q3 Q4
Search Engine Marketing €0 €0 €0 €0 Banner Campaign €0 €0 €0 €0
Total Revenue €0 €0 €0 €0
Type Value
Average Revenue Per Conversion (ARPC) €0
Banner Click Through Rate (CTR) 1.00% Banner Advert Conversion Rate 0.50% Banner Cost Per Thousand (CPM) Cost €20.00
Search Engine CTR Rate 3.00% Search Engine Convertion Rate 2.00%
Summary of Banner Spend
Cost Fixed Costs Banner VariablesTotal Fixed €0 Campaign Dev + Design €0 CTRTotal Variable €0 Creative Production €0 Conversion RateAccount Management €0 Tracking €0 Campaign 1 PIPMsTOTAL Banner Cost €0 TOTAL €0 Campaign 2 PIPMs
RevenueJan Feb Mar Apr May Jun Jul
Campaign 1 0 0 0 0 0 0 0Campaign 2 0 0 0 0 0 0 0Quarterly Revenue €0 €0 €0
TOTAL Banner Revenue €0
Summary of Search Engine Spend
Revenue Cost Search Engine Variables
Quarter 1 €0 Google €0 CTR 3.00% Overture €0
Espotting €0 Conversion Rate 2.00%
Quarter 2 €0 Google €0
Overture €0 Monthly Searches 0 Espotting €0
Quarter 3 €0 Google €0
Monthly Site Visits 0 Overture €0 Espotting €0
Quarter 4 €0 Google €0
Overture €0 Espotting €0
TOTAL €0 €0
PROFIT / LOSS €0
RevenueJan Feb Mar Apr May Jun Jul Aug Sep
Searches 0 0 0 0 0 0 0 0 0 Site Visits 0 0 0 0 0 0 0 0 0
Number of Sales 0 0 0 0 0 0 0 0 0 Quarterly Site Visits 0 0 0 Quarterly # of Sales 0 0 0
Quarterly Revenue €0 €0 €0
CostJan Feb Mar Apr May Jun Jul Aug Sep
Google [€] 0 0 0 0 0 0 0 0 0 Overture [€] 0 0 0 0 0 0 0 0 0
Espotting [€] 0 0 0 0 0 0 0 0 0 Monthly Cost [€] 0 0 0 0 0 0 0 0 0
Quarterly Cost €0 €0 €0 Avg. Cost per Visit #DIV/0! #DIV/0! #DIV/0!
Avg. Acquisition Cost #DIV/0! #DIV/0! #DIV/0!
Search Engine Costs for [Product1]
Total Monthly Cost €0 Total Number of Searches 0
Goggle Overture Espotting Keyword Search Total per Engine 0 0 0
Keywords Google CPC Overture CPC Espotting CPC
keyword1 0 0.10 0 0 0.20 0 0 0.15keyword2 0 0.10 0 0 0.20 0 0 0.15keyword3 0 0.10 0 0 0.20 0 0 0.15keyword4 0 0.10 0 0 0.20 0 0 0.15keyword5 0 0.10 0 0 0.20 0 0 0.15keyword6 0 0.10 0 0 0.20 0 0 0.15keyword7 0 0.10 0 0 0.20 0 0 0.15keyword8 0 0.10 0 0 0.20 0 0 0.15keyword9 0 0.10 0 0 0.20 0 0 0.15keyword10 0 0.10 0 0 0.20 0 0 0.15keyword11 0 0.10 0 0 0.20 0 0 0.15keyword12 0 0.10 0 0 0.20 0 0 0.15keyword13 0 0 keyword14 0 0 keyword15 0 0 keyword16 0 0 keyword17 0 0 keyword18 0 0 keyword19 0 0 keyword20 0 0
MonthlyTotal [€]
MonthlyTotal [€]
Overture UK Keywords from Goodkeywords.com
Your Own Selection of Keyword# of searchesexpected
Search Engine Costs for [Product2]
Total Monthly Cost €0 Total Number of Searches 0
Goggle Overture Espotting Keyword Search Total per Engine 0 0 0
Keywords Google CPC Overture CPC Espotting CPC
keyword1 0 0.10 0 0 0.20 0 0 0.15keyword2 0 0.10 0 0 0.20 0 0 0.15keyword3 0 0.10 0 0 0.20 0 0 0.15keyword4 0 0.10 0 0 0.20 0 0 0.15keyword5 0 0.10 0 0 0.20 0 0 0.15keyword6 0 0.10 0 0 0.20 0 0 0.15keyword7 0 0.10 0 0 0.20 0 0 0.15keyword8 0 0.10 0 0 0.20 0 0 0.15keyword9 0 0.10 0 0 0.20 0 0 0.15keyword10 0 0.10 0 0 0.20 0 0 0.15keyword11 0 0 keyword12 0 0 keyword13 0 0 keyword14 0 0 keyword15 0 0 keyword16 0 0 keyword17 0 0 keyword18 0 0 keyword19 0 0 keyword20 0 0
MonthlyTotal [€]
MonthlyTotal [€]
Overture UK Keywords from Goodkeywords.com
Your Own Selection of Keyword# of searchesexpected
Search Engine Costs for [Product3]
Total Monthly Cost €0 Total Number of Searches 0
Goggle Overture Espotting Keyword Search Total per Engine 0 0 0
Keywords Google CPC Overture CPC Espotting CPC
keyword1 0 0.10 0 0 0.20 0 0 0.15keyword2 0 0.10 0 0 0.20 0 0 0.15keyword3 0 0.10 0 0 0.20 0 0 0.15keyword4 0 0.10 0 0 0.20 0 0 0.15keyword5 0 0.10 0 0 0.20 0 0 0.15keyword6 0 0.10 0 0 0.20 0 0 0.15keyword7 0 0.10 0 0 0.20 0 0 0.15keyword8 0 0.10 0 0 0.20 0 0 0.15keyword9 0 0.10 0 0 0.20 0 0 0.15keyword10 0 0.10 0 0 0.20 0 0 0.15keyword11 0 0.10 0 0 0.20 0 0 0.15keyword12 0 0.10 0 0 0.20 0 0 0.15keyword13 0 0.10 0 0 0.20 0 0 0.15keyword14 0 0.10 0 0 0.20 0 0 0.15keyword15 0 0.10 0 0 0.20 0 0 0.15keyword16 0 0 keyword17 0 0 keyword18 0 0 keyword19 0 0 keyword20 0 0
MonthlyTotal [€]
MonthlyTotal [€]
Overture UK Keywords from Goodkeywords.com
Your Own Selection of Keyword# of searchesexpected
Terms of UseThis Online Marketing Spreadsheet is provided completely free of charge. The user agrees to provide a link to Fergal O'Byrne's website suing the following anchor text:Visit Fergal O'Byrne's website for information about <a target="_blank" href="http://www.fergalobyrne.com">Online Marketing and Search Engines.</a>You can <a target="_blank" href="http://fergalobyrne.typepad.com">download an Online Marketing spreadsheet for free</a> here.
You may pass on the spreadsheet to as many people as possible provided they adhere to the Terms of Use and provide the above link back to my website.
The Fergal O'Byrne logo may not be deleted, changed, hidden, obscured or tampered with in any way.If there is a particular requirement to remove this logo permission must be obtained via email from [email protected] in advance. If you want to use this spreadsheet for your own clients there will be a per usage fee - contact [email protected] for more details.
This spreadsheet is © Fergal O'Byrne 2005, 2006.
ResourcesHow to ascertain the CPC of each keyword:
Google - Use the Google Adwords system (adwords.google.com) which will allow you to see estimates for the CPC for each keyword you choose
Search Engine Resources:
Overture - Use the Overture Search engine (www.overture.com) and search for your keyword. On the displayed results click on the first sponsored listing link (in blue brackets after the listing). A dialogue box will open - click on the Use Bid Tool link. This will ask you to type in the keyword and a code. The results will show what the current advertisers are paying for their placement.
Overture's Keyword Suggestion Tool - This is Overture (Yahoo's) tool to allow you to interrogate their keyword database to see how many searches were carried out in the last month
Google's Keyword Suggestion Tool - This is Google's version of the Overture tool and is also free
WordTracker's Keyword Suggestion Tool - This piece of software is a powerful keyword generation tool - it may be purchased outright or you can buy a daily licence
Search Engine Watch - a great resource for all matters relating to search enginesSearch Engine Showdown - some useful data relating to search engine features and comparisonsSpider Food - a detailed search engine optimization resource
Spanner Works Toolkit - extremely useful range of free tools including a Link Popularity Checker and Spider Simulator