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1 | Instructions | |||||||||||
2 | Start with your specific target - Example: 50 sales of the standard subscription package per month | |||||||||||
3 | Fill out all the boxes highlighted in yellow. | |||||||||||
4 | The sheet will then calculate the figures for each combination of cost per click and conversion rate (low, mid, high) to help with your analysis and campaign planning | |||||||||||
5 | If you don't have one of the offers listed then simply leave this cell blank with a dollar value of $0 | |||||||||||
6 | When entering the conversion rates, always use a conversion rate based on the initial number of clicks; as opposed to the conversion rate of people who took the previous offer converting to the next offer in the sequence. | |||||||||||
7 | Analyse the data against your target: - Approximately how much do you need to spend in order to achieve the target? - How likely is this to work commercially? - What do the numbers need to be in order for the campaign to generate a positive return? | |||||||||||
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9 | THE FUNDAMENTALS | PRODUCT AND CONVERSION RATE | Entry Offer | Main Offer | Upsell or Cross-sell Offer | Downsell Offer | ||||||
10 | Media Budget | $5,000.00 | Product | Lead Magnet | Demo | Core Offer | Upsell | |||||
11 | Agency Fees | $5,000.00 | Price | $0.00 | $0.00 | $6,500.00 | $10,000.00 | |||||
12 | Average CPC Low | $6.00 | Conversion Rate Low | 0.50% | 0.10% | 0.10% | 0.10% | |||||
13 | Average CPC Mid | $10.00 | Conversion Rate Mid | 1.00% | 0.20% | 0.20% | 0.20% | |||||
14 | Average CPC High | $15.00 | Conversion Rate High | 1.50% | 0.30% | 0.30% | 0.30% | |||||
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16 | Number of Clicks Low CPC | 833 | ||||||||||
17 | Number of Clicks Mid CPC | 500 | ||||||||||
18 | Number of Clicks High CPC | 333 | ||||||||||
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20 | CRITICAL NUMBERS | Entry Offer | Main Offer | Upsell or Cross-sell Offer | Downsell Offer | Acquisition Funnel TOTAL | Acquisition Funnel GROSS RETURN (Revenue - Spend) | |||||
21 | Conversions Low CPC, Low C.Rate | 4 | 1 | 1 | 1 | 7 | ||||||
22 | Revenue | $0.00 | $0.00 | $5,416.67 | $8,333.33 | $13,750.00 | $3,750.00 | |||||
23 | Conversions Low CPC, Mid C.Rate | 8 | 2 | 2 | 2 | 13 | ||||||
24 | Revenue | $0.00 | $0.00 | $10,833.33 | $16,666.67 | $27,500.00 | $17,500.00 | |||||
25 | Conversions Low CPC, High C.Rate | 13 | 3 | 3 | 3 | 20 | ||||||
26 | Revenue | $0.00 | $0.00 | $16,250.00 | $25,000.00 | $41,250.00 | $31,250.00 | |||||
27 | Conversions Mid CPC, Low C.Rate | 3 | 1 | 1 | 1 | 4 | ||||||
28 | Revenue | $0.00 | $0.00 | $3,250.00 | $5,000.00 | $8,250.00 | -$1,750.00 | |||||
29 | Conversions Mid CPC, Mid C.Rate | 5 | 1 | 1 | 1 | 8 | ||||||
30 | Revenue | $0.00 | $0.00 | $6,500.00 | $10,000.00 | $16,500.00 | $6,500.00 | |||||
31 | Conversions Mid CPC, High C.Rate | 8 | 2 | 2 | 2 | 12 | ||||||
32 | Revenue | $0.00 | $0.00 | $9,750.00 | $15,000.00 | $24,750.00 | $14,750.00 | |||||
33 | Conversions High CPC, Low C.Rate | 2 | 0 | 0 | 0 | 3 | ||||||
34 | Revenue | $0.00 | $0.00 | $2,166.67 | $3,333.33 | $5,500.00 | -$4,500.00 | |||||
35 | Conversions High CPC, Mid C.Rate | 3 | 1 | 1 | 1 | 5 | ||||||
36 | Revenue | $0.00 | $0.00 | $4,333.33 | $6,666.67 | $11,000.00 | $1,000.00 | |||||
37 | Conversions High CPC, High C.Rate | 5 | 1 | 1 | 1 | 8 | ||||||
38 | Revenue | $0.00 | $0.00 | $6,500.00 | $10,000.00 | $16,500.00 | $6,500.00 | |||||
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