EMD SEM Ad Spend Calculators.xlsx

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3	This document is not editable. To edit, duplicate this sheet into your own Google Drive.
4	This can be done by clicking File then Make A Copy. After copying the sheet, you can fill out your sheet with your own information.
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6	Search Engine Marketing (SEM) Ad Spend Calculators
7	We have 3 calculators below to help your team determine potential return on investment based on your goals:
8	- If you're trying to determine a budget for your ad spend, please look to the Budget Calculator.
9	- If you're working with a fixed budget & want to see potential performance/ROI, please look to the Budget Based Calculator.
10	- If you're focused on a specific market & want to determine costs for a Share of Voice, please look to the Market Share Budget Calculator.
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12	Budget Calculator:		Budget Based Calculator:		Market Share Budget Calculator:
13	To Calculate, fill in the details in the highlighted boxes:		To Calculate, fill in the details in the highlighted boxes:		To Calculate, fill in the details in the highlighted boxes:
14	Lead to Customer Rate	10%	Projected Budget	$2,000	Total Market Impressions Per Month	500,000
15	Single Customer Lifetime Value (CLV)	$1,000	Expected Cost Per Click (CPC)	$2.50	Desired Share of Voice (SoV)	10.00%
16	Click-Through Rate (CTR)	6.42%	Target Conversion Rate (Click to Lead)	3%	Target Click-Through Rate (CTR)	3.00%
17	Cost Per Click (CPC)	$4.66	Single Customer Lifetime Value (CLV)	$1,000	Expected Cost Per 1,000 Impressions (CPM)	$25.00
18	Conversion Rate	6.96%	Lead to Customer Rate	10%	Target Conversion Rate (Click to Lead)	6%
19					Single Customer Lifetime Value (CLV)	$1,000
20	If you're looking for industry averages, you can find the latest from WordStream.com:				Lead to Customer Rate	10%
21	https://www.wordstream.com/ppc-benchmarks				Estimated Results:
22	If you're looking for more data on Click Fraud, you can find more from Polygraph.net:				Average Click Fraud Rate	12%
23	https://polygraph.net/media/		Estimated Results:		For Google & Microsoft Ads 2024	12%
24			Average Click Fraud Rate	12%	Impressions in the Market	50,000
25			For Google & Microsoft Ads 2024	12%	Number of Clicks	1,500
26	Estimated Results:		Number of Clicks	800	Number of Leads	79.20
27	Average Click Fraud Rate	12%	Number of Leads	21	Number of Customers	8
28	For Google & Microsoft Ads 2024	12%	Number of Customers	2.11	Estimated Budget for Share of Voice (SoV)	$1,250
29	Number of Impressions for a Click	17.45	Cost per Customer	$947	Cost per Customer	$157.83
30	Number of Clicks for a Lead	16.09	Cost per Lead	$95	Cost per Lead	$15.78
31	Actual Cost Per Lead	$75	Value of Lead	$100	Value of Lead	$100
32	Estimated Budget for 1 Customer	$750	Expected Gross Revenue (ROAS)	$2,112	Expected Gross Revenue (ROAS)	$7,920
33	Estimated ROI Per Customer	$175	Expected Profit (ROI)	$112	Expected Profit (ROI)	$6,670
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