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Comparing Direct Mail to Search Engine Advertising

Scenario 1: Direct Mail

Postcards Printed: 1,000
Graphic Design of Cards: 2 hours @ $40/hr = $80
Printing Cost Per Postcard: $.25 (x 1,000 = $250)
Postage/handling per Piece: $.25 (x 1,000 = $250)
Mailing List: 1,000 names @ $.05 per name = $50
Total Investment: $630
Leads Generated (at a generous 2%) = 20
Cost Per Lead = $31.50

Scenario 2: Pay-Per-Click Search Engine Advertising

$500 invested - Avg Cost Per Click of $2.00 = 250 visitors
10% of visitors inquire = 25 inquiries
Tuscaloosa Online Marketing Fee* = 15% of spend = $75
Total Investment = $575
Cost Per Lead = $23 (A 26% reduction over direct mail!)

*This fee is for set up of pay-per-click account, writing text ads, researching and selecting keywords, providing analytics and launching campaign. Additional fees apply for landing page design. Please note that cost per click varies widely depending on competition. The sample numbers provided below are for a well-performing campaign. Results will vary. No guarantee is made that clicks will convert to leads, though in our experience, these are not unrealistic projections.