The real cost of a click
If eight paid clicks out of ten would have come through the organic result, each click you actually gained costs five times the reported cost per click.
What do your brand ads really cost?
When your site already ranks first organically for its own name, some of your paid clicks are clicks you would have had without the ad. Estimate what that adds up to.
- Budget saved per month
- Reported cost per click
- Real cost of an incremental click
- Spend divided by only the clicks you would not have had without the ad.
- Clicks lost per month
- Revenue at stake per month
Reading the result
The maths is simple, the assumption is not.
Keep the ads where a competitor bids
On those queries the ad defends the top spot. The calculation only covers queries with no competitor ad.
Test before you cut
The recovery rate varies with the brand and the results page. A test on a limited scope gives the real figure.
Where this tool comes from
For a beauty group, managing SEO and paid search together saved 20% of the Ads budget. This calculator follows the reasoning we started from.