PPC Traffic To Sale Benchmark Calculator

Using the sliding bars on the left, you can use industry benchmarks to figure out how well PPC traffic will result into sales. The sliders are set to benchmarks one should aim to hit, and range from poor to excellent. All calculations below based off of PPC (pay-per-click) traffic. Scroll down for more instructions and item descriptions.

How To Use This Tool

A common question we get is how to utilize pay-per-click advertising to increase long term returns. Without knowing your numbers before you begin, you could fall quickly into a money pit.

The most necessary item for your toolbox when considering a PPC campaign is an effective landing page. Your landing page needs to be crafted with nothing more than the intent to convert traffic to leads at maximum effectiveness. Never send paid traffic to your websites homepage–you will double or triple your lead cost!

For a PPC campaign to work in the long run, you need to learn to minimize your cost per click, as well as maximize your traffic to lead conversion. These two elements are the most controllable factors you have in your arsenal, and the funnel is similar to any other sales funnel thereafter.

Here is how the tool works:

Begin by entering in the amount of ad spend you have available (ad spend means budget). All future calculations are based off of this amount. NOTE: Organic and social media traffic yield entirely different results, on average.

Go through, line by line, and modify the different variables to see how it affects the entire funnel. They all work independently, where the middle represents benchmark averages. You can use the slide bar by clicking and dragging it, or manually enter a number into the field next to it.

Here are the definitions of each variable:

  1. Ad Spend – This is your budget to spend on buying traffic.
  2. Cost Per Click – This is how much each visitor costs you when they click your ad.
  3. Conversion – This is the percentage of visitors your landing page converts to leads.
  4. Bogus Leads – This is the number of leads generated which are spam.
  5. Contacts – This is the percentage of leads where you get a prospect on the phone.
  6. Closing – This ratio is how many contacts you turn into applicants.
  7. Placed – This percentage is applicants who go from underwriting to accepting a policy.
  8. Average Premium – This is the average amount of annual premium your applicants agree to pay.
  9. Commission Rate – This is your percentage of the annual premiums the carrier pays you.