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A new Web Marketing ROI Calculator - Part 2

By Robin Nobles
Posted Tuesday, October 19, 2004

(Continued from Part 1 -- an interview with Chris Genge about KeywordTool.)

Question:
What if you have a lot of clients?

Chris:
"Each client would have their own account. You would want to keep the information separate and private. You can have multiple accounts under your main account. There is no limit to the number of accounts or the number of domains you monitor. Each account does require a separate license though."

Question:
What do you mean by a separate license?

Chris:
"Pricing for KeywordTool is based on a license fee and a click-tracking fee."

Question:
So if you use the tool for multiple domains/accounts, you'd have to purchase it separately for each domain/account?

Chris,
"Yes, you can run all your accounts under your main account, but they are purchased separately."

Question:
Is there a special setup fee for the main account?

Chris:
"No setup fee. The set up takes about 20 minutes and just requires adding a small JavaScript into the head of your entry pages and a small piece of code into your conversion page. Then it goes live right away and starts gathering info."

Question:
How much does the service cost?

Chris:
"The service usually runs from about $200/month per account and up depending on how many search engine related clicks you are getting per month. There are several examples of pricing at: (http://keywordtool.net/pricing.asp)."
Question:
If I have 20 clients now, what would the cost be per month?

Chris:
"The first client is $150; 2-5 clients is $135 each up to 20. All clients after 20 are $60 each. It's progressive pricing."

Question:
If I start with three clients, then add two more later on, does the total subscription rate get adjusted to 5 clients, etc.?

Chris:
"Yes."

Question:
If it uses JavaScript and someone has their JavaScript disabled, they wouldn't be counted? Is it a cookie? What if
someone has cookies disabled?

Chris:
"Yes you are right about the JavaScript. There is also a cookie place on their browser that keeps track of people that come take a look and return later to buy."

Question:
What if someone is using both PPC and SEO program. How is the cost is distributed? Do we have to plug in the cost for each program to calculate ROI?

Chris:
"If all you want to track is SEO, just don't put the code into the entry pages you use for PPC or use separate PPC entry pages. The same is true for PPC. You can separate these by only placing the code into unique pages you use for PPC."

Question:
So for the conversion, we need to create two conversion pages: one for PPC and one for SEO?

Chris:
"No, just differentiate the entry pages. You can use the same conversion page."

Question:
How do we know if it's the right keyword that generated a lead since people browse from page to page?

Chris:
"The entry code is placed in all pages the search engines are referring visitors to. This way Keyword Tool will track the entry and watch to see if it converts into a sale. You can place the code in just one page or as many pages as required--there is no limit. You can even have the same code in an include file in your template. This way KeywordTool watches refers from all your pages."

Question:
Do we need to do the data entry for keywords and PPC?

Chris:
"There is no data entry; KeywordTool looks for the keywords as they are used on search engines, not how we think they should be used. This way you can discover good keywords you got listings for and didn't know it."

In Conclusion

If your ROI is important to you, which is should be!, KeywordTool (http://www.keywordtool.net) will certainly help you determine your conversions rates and the return on your investment for any traffic through the search engines, directories, and pay-per-click engines. It's a sharp program with a lot of handy features.

About the Author
Robin Nobles, Director of Training, Academy of Web Specialists, (http://www.academywebspecialists.com) has trained several thousand people in her online search engine marketing courses (http://www.onlinewebtraining.com).