Bradford Medical Supply

Search Engine Marketing - Cost Analysis

Bradford Medical Supply(BMS) Background

Bradford Medical Supply was launched in July of 2007. This Ecommerce website has been the main source of advertising and sales for the small medical supply company in the bay area of Northern California. Their business is very simple: they rent, deliver and sell hospital beds, electric scooters, lift chairs, wheelchairs and power wheelchairs and other assorted medical equipment.

Bradford Medical Supply - Search Engine Marketing Program

The chart below is the weekly cost and position over time for the Search Engine Marketing campaign for Bradford Medical Supply. The overall trends contained in the chart are positive in two different respects:

Bradford Medical Supply - SEM Cost Analysis | Back to Top

• The weekly cost per click decreased from a high of $400 $/wk in April of 2008 to the current cost of approximately $$24 $/wk
• The total cost over a 24 month period was $12,000. This represents the total cost of advertising for BMS for 2 years.
• $12,000 over a 2 year period represents about a 500 $/mo investment in advertising over a two year period.
• The average Search Engine Marketing position per time decreased from 6.5 to 2.8. A decrease in position is a good thing for this particular metric. This means that the advertisement has gained prominence over the two and a half year period. A higher position in the search engine marketing pay per click campaign means more clicks.

The two trends are positive in the respect that the cost over time decreases as the advertisement position improves over the same time period. A detailed analysis of this chart for cost and average position for the 2 year period to present 5/12/09 is given in the chart above.