TMS Spend Recommendations 2019
Diana
Based on the data, here's what we'd need in a perfect world for spend for the TMS campaigns in Rockford & Madison. So right now, they are spending around $10k per year. So basically need double for Google only. Any additional spend would be great of course. Just the fact that we will separate out that spend from addiction treatment is a plus.
Google Only
$55 Gross/Day = $1,650/Month Gross
Google, Bing & Yahoo search
$102 Gross/Day = $3,060/Month Gross
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From December 1st-January 15th - Google Only
Rockford
Impression Share - 55%
Average cost per click $4.35
Spend Approx. $273
25.32% loss is due to budget
19.18% loss due to rank
I have the bidding strategy set to a more conservative one since our budget is limited. I will change this strategy to a more aggressive one once getting more spend. And therefore our loss due to rank will improve but average cost per click will go up slightly. Better rank and more consistent top rank will allow us more ad clicks.
Based on the budget loss and assumption average cost per clicks will go up, I'd like to aim for $35 Gross/Day minimum - $1,050/Month Gross
Madison
Impression Share - 67.22%
Average cost per click - $3.06
Spend Approx. $217.12
5% loss due to budget
27.76% loss due to rank
So more spend will again allow us to set a more aggressive bidding strategy which in turn will increase rank. Rank definitely needs help for this campaign. Recommend $20 Gross/Day minimum - $600/month Gross
That total monthly Gross number of $1,650 was exactly what I recommended up above. So hopefully this break out helps.
Rockford will need more spend because of the higher average cost per clicks.