In this article, we will apply principles learned from our sales experience before and after launching our agency more than 15 years ago. We will include examples to explain the points raised.

Just because a discount can be done does not automatically make it a good idea. If an established business lowers their revenue stream from their everyday existing products or services without having a specific goal in mind, they may work harder, yet suffer a loss in revenue.

Point #1: Why / When to Discount

A good starting point is to take a high-level assessment of your business situation. Are your working with a new business launching a new product or service? Or a mature business with a specific, tactical goal you need to accomplish? Or something in between?

Example Business Situations

• Starting a new business to sell a product, a service or both
• Existing business needing to gain market share or launching a new product or new service territory
• Need to reduce excess or short-dated products, or utilize excess capacity
• Service business needing to get more leads to keep their employees busy during an annual slow season
• Mature business need to achieve a specific goal such as to increase Return on Ad Spend (ROAS) without lowering current sales volume.
• Promote a seasonal product or holiday

2 Key Initial Questions: What incremental activity or outcome is needed? What possible pitfalls that need to be avoided?

Point #2: What / How Much To Discount

• Dollars off are not always the only or best way to promote
• One key reason: discounting the selling price has a larger effect on gross profit, because selling price includes the cost of goods.
• Sometimes including a free related service or product with a required purchase has higher perceived value to a customer than a $ discount
• Calculate how existing sales volume and revenue will be impacted. More on this below.
• List what non-desired outcomes might be possible, and how to avoid or mitigate those.

How Much Does a 10% Discount Cost the Seller in profits? The answer depends on several factors: The overall cost for discounting a new product with no existing sales is less than the impact on existing product movement and its revenue. Refer to “The Calculation” section below that includes cost of goods.

Business Scenario: A mature snack food manufacture has a new product to launch and promote.

• Mature snack manufacturer with 10 current products (SKUs), and steady monthly wholesale sales of $100K (at full price).
• Manufacturer direct cost of goods and production is 50% of their selling price.
• Manufacturer is about to launch their 11^th product (SKU).
• All their snack products are perishable, and have a 90-day shelf life before expiring.
• The manufacturer’s customer (distributors) put the product in retail stores.
• The distributors also pick up expired products from the stores, and “charge back” the manufacturer for products that are unsold and expired.
• Distributors will often aggressively “forward buy” at the end of a discount period, then buy less than normal in subsequent months. This pads their margins, but the manufacturer gets no benefit and some unwanted issues.
• Their distributor is requesting a “customary line drive of 10%, 30 days” for all 11 products, saying it will increase excitement and sell more product overall.

Manufacturer’s tactical goals

• Get shelf space for the new product in the stores
• Get existing and new retail customers to try the new product.
• Jump start sales by generating retail excitement and incremental displays.

Pitfalls to be Avoided

• Losing revenue on existing product orders, that the manufacturer would otherwise get at full price.
• Losing revenue on existing product orders after the promo, due to forward (discounted) buying from distributors near the end of the promo period.
• Increase in manufacturer charge backs from retail stores starting 90 days after the promo ends due to forward buying by distributors and resulting increase in stale products.
• Possible retail price and profit margin erosion on the existing line, due to discounting too frequently.

Simple Example of The Calculation:

The calculation needs to take the cost of goods into account.

How much does the proposed 10%, 30-day discount of the manufacturer’s full line of products affect their profits?

• $100,000 x .50 ( to cover cost of goods) = $50,000 gross profit per month at full price.
• 10% discount on $100,000 in product sales = $10,000 less revenue. So, before any incremental revenue, and with the 10% off the selling price, cost of goods stays the same, but gross profit is now $40,000.
• Stated another way, 10% of all existing sales in one month = 20% reduction in monthly Gross Profit, due to cost of goods.

To break even (get at least $50,000 in gross profit) at a 10% lower selling price requires the discounted promo to generate $125,000 ($25,000 or 25% more in increments sales volume) over the same period.

How much does discounting the single new product cost?

There are more variables here, but it the impact of discounting a new product is less. The difference is there is no existing revenue stream that gets discounted. Cost of goods still matter, but with a new product, it is important to jump start customer purchases. Especially on a product with a relatively short shelf life.

The Plan:

Existing products: No discount – it does not make sense to discount existing products just because a new product is being launched.

New product: Deeper discount than requested on the new product (that has no current volume). Make it 33% off or a BOGO rather than a mundane 10% that generates little excitement. This will hopefully show support for the new product to the distributor, and the discount is deep enough to get retailers to create a stack or endcap display. These help generate incremental volume needed.

TopSide Media’s Summary of Top 5 Steps

1. Assess your business situation, and define the specific goal you need to accomplish
2. Define the outcome(s) you want to avoid (pitfalls)
3. Plan the sale / promotion to accomplish 1 and 2
4. Execute the promotion
5. Recap and document the results for future use

Our next blog post, part 3 of 3 in this series, will be on customer intent in search keywords, and custom intent audiences in display ads. If you have questions or experiences to share on discounting, please let us know.

When we began our agency in 2005, some of the best advice we received was this: the first goal of business is to stay in business. And, to stay in business: have a plan, and avoid blunders. Avoiding math blunders in client work is a basic and useful business concept.

Today, we will focus on three commonly misunderstood metrics: Markup, Margin, Return on Ad Spend (ROAS).

Below are practical definitions in business math. Understanding their differences is key to avoiding mistakes that would certainly be embarrassing, and could potentially be devasting business math blunders.

Markup and Margin are two different perspectives on the same process: the costs a business bears, and how that cost relates to the selling price received from their products or services.

Markup (cost perspective)

Definition: In commerce, Markup is the amount added to the cost of goods or services a business bears. Together, the cost of goods (or services), plus the markup equals the selling price.

Margin (selling price perspective)

Definition: In commerce, Margin is the portion of the selling price (usually expressed as a percentage) that was added to the cost. Stated another way: Margin is the percentage of the selling price that is profit.

A business math mantra: Markup on Cost // Margin on Sell.

To remember forever, chant the following mantra over and over to the cadence of “follow the yellow brick road” from the Wizard of Oz: Markup on Cost – Margin on Sell.

Simplified Scenario for Markup and Margin of a product:

Cost of a product to sell is simpler to determine than costs of providing a service to customers. So, in the simple example below, our Merchant buys a product for $10 and sells it for $20. How much is their markup, and how much is their margin?

Markup = 100%. (The merchant’s product cost of $10 has $10 of markup added, to create a selling price of $20. ($20 – $10) / $10) x 100 = 100%

Margin = 50%. (The merchants selling price is $20, with cost of $10. The retail margin is $10/20 x100 = 50%.

Return On Ad Spend (ROAS)

There are many levels at which ROAS can be calculated. The reason: there are direct and indirect costs of operating a business to sell a product or a service. These are sometimes called hard and soft costs, respectively. Therefore, profits can be stated in different ways, including Gross profit and Net Profit.

General Formula

$Value of a Transaction (actual selling price, or lifetime value of a customer) divided by the $cost to generate that transaction. This can be expressed as either a multiplier, or a %. Also, it can include only the direct cost, or deeper costs can be included. And it can be calculated at a granular level, or as an average of transactions in specific period of time.

Examples of ROAS: Product and Services

Ecommerce

Ecommerce is the purest form of PPC advertising, and ROAS can be tracked, down to the keyword level. For both products and services, PPC ROAS — correctly done — is an amazingly powerful tool. In PPC advertising, the metric named Conv. Value / Cost provides a basic, high-level view of Return on Ad Spend or ROAS.

A product being advertised online has a selling price of $90. If it takes $10 in ad traffic cost to generate the sale of one item, then $90/$10 = a top line ROAS of 9x or 900%. Each dollar spent in ad traffic generates $9 in top line sales.

For deeper reporting and goal setting, the cost of goods and other business costs can be included in the calculation, and also the agency cost. There are other variables to keep in mind, such as the fact that receipts (a.k.a. “tickets”) often include multiple-item purchases, product shipping costs, etc.

Generation of Leads

ROAS can also be calculated on lead generation, but it is more complex. For this, we compare the cost of generating a lead, transaction or customer, to the average $value of a transaction. Or better yet, to the average lifetime value of a customer.

Calculating the initial cost per lead is first step. For many businesses, including incoming phone leads for ad traffic along with online leads helps complete the picture of cost per initial (raw) lead. The next step is the average of how many leads it takes to generate a lead that meets certain sales criteria (qualified lead). And finally, calculating the cost to generate a sale or customer. For services or products with longer sales cycles, this is a reason to have a customer relationship management (CRM) system

TopSide Media’s Top 5 Tips

1. Memorize the Markup / Margin / Yellow Brick Road Mantra.
2. To correctly frame discussions and reporting related to Markup, Margin, and ROAS, gain a deeper understanding of direct and indirect cost of operating businesses you are involved with, along with their categories.
3. Ecommerce ROAS is the purest calculation, and can be done at a top line, or deeper levels.
4. To calculate ROAS in PPC advertising, conversion tracking must accurately capture the $value of the transaction. This often requires programming skills, can be complex.
5. ROAS can also be calculated on lead generation for products and services, and that requires longer and more involved tracking. Depending on the length of the sales cycle and customer lifetime value, a CRM can be set up.

The next two articles in this series will be on discounting, and customer intent.

We hope you find these useful. If you have questions or comments on these topics, please let us know.

Rarely do advertisers have unlimited ad budgets, even if they get a very high return on their ad spend, or great cash flow. Rather, most businesses have a fixed, planned maximum budget. And even if their business model and budgets are somewhat scalable, their business may run into limits on personnel, supplies, inventory, etc.

Yet, fairly often we get questions from clients about advertising a new topic, keyword or in a new geographic area. When we receive such a request, our agency repeats a step that we do while designing and building a new PPC account and related settings such as campaigns, keywords, demographic filters, etc. That step:

We calculate whether there is more search traffic than ad budget, or the reverse of that. Usually, the answer is “more traffic than budget”. In a running search ad campaign, the amount of traffic not reached due to budget is called Search Lost Impression Share Budget (Search Lost I.S. Budget).

Big picture: when there is more traffic than budget

When asked, most advertisers will answer that they want to spend their ad budget on the most productive topics — the ones that most efficiently convert traffic and ad budget to leads and purchases. A couple of key concepts: (1) set up campaigns so that topics of similar value compete for budget, and (2) like the old adage for stock accounts – let the winners run, and get rid of the low performers.

Big picture: when there is more budget than traffic

Unlike most types of advertising, in search ad campaigns it is possible to have more available daily  budget than traffic for lower search volume topics. Often the keywords or topics with the most precise customer intent (thus highest value) are limited in search volume. This is especially true for businesses that are local or regional in geographic coverage. For that reasons, we will often assign a dedicated campaign (thus search budget) to the most precise or highest value search topics.  When there more budget than search traffic (or optimized search traffic for some types of bidding tactics) then funds not needed simply don’t get used.

Now back to requests / ideas for new topics

In a scenario where the account budget is fixed and all being used, and traffic for new topic, or geographic territory is added, budget will be diverted from the previous keywords or geographic territory to “feed” the new one.  And, while it is true that well-designed testing of settings is a best practice, often we have data, or can forecast that the new topic may not work as well as the others that are already running. One of the more frequent reasons for this: the new topic or keyword being requested is either not present, or not well developed on the advertiser’s website. Getting on to action points, we’ll close this post with the following list:

TopSide’s Quick 5-point checklist when considering new search topics or keywords:

• Does the topic or keyword being considered get enough search volume in the geographic area covered by your business to make a positive impact?
• If the answer to #1 is Yes, is that topic present in text and well developed on your business website? If No, are you willing to add / have it added to the website?
• Is there a clear call-to-action and well-designed “conversion path” for the new topic on its page?
• Is the topic a new ongoing one, or a short-lived event? (The minimum traffic and run time needed to optimize for results is often months, not weeks or days.)
• Is there more traffic than current budget for your ad account? If Yes, are you willing to give up some of your current leads or online orders to test the new topic? If not, consider assigning an additional, dedicated budget for the new topic.

Comments or questions on this topic are welcome.

1-Have an overall web marketing plan and a person “driving” who understands the components and sequence of how things work together. We wrote about this in our May 14 blog and won’t repeat it here.

2-For easier understanding, break the big pieces down into smaller parts or steps. We will take six topics as examples of how to reduce web marketing topics into smaller pieces. For simplicity and brevity, we’ll only divide each topic into only two parts, rather than all the possibilities for further divisions. In internet marketing, some topics have more than one name. One of the main topics, pay-per-click advertising, has more than ten ways to describe it.

What Do You Need From the the Internet, leads or sales?

• Leads: Online inquiries or phone calls for a transaction that will happen later. Examples are complex sales for business services or products, professional services delivered in an office, services for your home or business.
• Ecommerce: The sales transaction for a product or service that takes place online and is usually paid by a credit card, PayPal, etc.

Your Service Area or Scope

• National: You want business from all over the country, and searchers may not use city names (or other “geodescriptors”) while searching for your product or service.
• Local: Your customers are likely to be from nearby because they come to you or you go to them. Even so, some of your customers will not include the name of your city or geographical area in their search.

Types of Web Traffic Available

• Natural (Organic) Traffic: Traffic your website gets without paying the search engines incrementally for it. Examples: Being found by search engines, direct links, and Google Maps. You can pay, however, to have an expert take action to or for your website that causes you to be found through natural/organic processes.
• Paid Traffic: Online advertising such as that from Google AdWords and Yahoo Search Marketing or MSN. Some other names for this are PPC, Pay per Click, Paid Search, etc.

Search Results Page

• Natural/Organic Results: The part of the page in the left /center.
• Ads or Sponsored Links: Found above, to the right of (in a column), and in some engines, below natural/organic search results.

SEO: Search Engine Optimization

• On-Page: Action taken to or on your website to help it gets found through natural search. Examples: adding or changing the content such as meta-tags or page names, keyword rich text, or adding a site map.
• Off-Page: Action taken somewhere other than on your website to be more visible to or ranked higher by the search engines. Examples include: directory listings, articles written and submitted elsewhere that reference your website. Links from other websites to your website (called backlinks) also fall into the off-page category.

Pay Per Click/ PPC

• Search Mode: Your potential customer enters a search (query) into a box and clicks “Send”.
• Content/Contextual Mode: Your potential customer is reading something and sees an ad. He/she may be “looking” but they did not just enter a query and hit the “send” button like in search mode.

We hope you find our systematic examples useful to you. We will write more about each topic and its subdivisions in future posts. If you have feedback or suggestions for future topics, please share them or send us an email.

For years there has been a third option – other than search engine ads and SEO – that was unique to Yahoo. Recently, Yahoo made an announcement that marks the end to this obscure, but long standing exception to the two better known categories. This category has gone by several names over the years, but the most common is Paid Inclusion. More recent names include Search Submit Basic and Search Submit Pro. Basically, this program is (soon to be “was”) a hybrid of PPC and SEO. Traffic from this program was paid for incrementally, like pay-per-click ads. However the cost per click is a flat rate, not a bid system, and the results are mixed in with the natural results in the center of the page.

For more info on this topic, below are links to some related blogs, one on Search Engine Land plus a thorough one from TheSearchAgents.com on the history of Paid Inclusion.

Looking toward the future, we will take this opportunity to encourage readers to always work from a plan and require clarity from their providers of search marketing and advertising, whether they are internal or external. To us, clarity includes a strategic web marketing plan that will meet client goals and addresses these general elements:

• What tasks or tactics need to be done and why
• The benefits or returns to be expected from those tasks
• The correct sequence, proportions, and time line in which the tasks should be done
• Who will deliver the tasks, and what are their credentials
• The portion of the overall marketing/advertising budget to be allocated for the chosen tactics
• How the results will be measured
• Who is responsible for coordinating the overall project of web marketing

Much too often, we see companies attempt to use one tactic, such as SEO or pay-per-click advertising, as a one-time , isolated event. In search marketing, taking “seat of the pants” action without planning can miss many of the basic guidelines above. For these reasons, we encourage viewing of web marketing and advertising as a process with interrelated parts. The components of that plan can (and in fact, usually are) delivered from more than one source, including those inside and outside your company.

Please share your thoughts and experiences.

Asking a caller how they learned about your company is often not reliable

There are two reasons: 1-Phone representatives often do not remember to do it for every call, especially when the next caller is holding. 2- Even if asked, many customers do not know the difference between an Internet search ad and an organic search result. The solution: tracking phone numbers that forward to your main telephone number.

How tracking telephone numbers work

Tracking numbers forward to the phone number you designate. During the forwarding process, tracking phone technology gathers useful marketing data. Tracking numbers come in both toll-free and local numbers that look similar to your phone number. With most tracking numbers, you have the option to record the conversation. Depending on the requirements of each state, one or more parties must be advised of the recording via an outgoing message.

Tracking phone numbers have long been used by some types of businesses, such as automobile dealers and in print advertising. They can also be coded or substituted dynamically into your website for tracking calls from multiple sources.

Clients need to know what happens to a tracking number when it is no longer actively used for advertising. It is useful to ask if the tracking number provider you are considering allows you the option to “port over” a phone number you have used. This simply means that you can “move” the tracking number to another phone service provider.

Tracking incoming calls to revenue

Your goal is more business and profits, not just more phone calls, right? Then you must understand the source and quality of incoming calls and how effectively your company is handling them. It’s that simple. Tracking calls combined with improved internal handling allows you to spend less to get the new customers and leads you need and at the time you need them. There are several ways to correlate incoming call data to customer acquisition and purchases. If the number of transactions is not too many, the comparison can be done manually with spreadsheets. If your business has many transactions monthly, you might need to aggregate leads into a lead management system or CRM. Having one system in which leads from all sources of conversions, such as online leads and off-line phone calls from your website, are collected has several time-saving advantages.

We look forward to your comments and questions.

For our purpose, a conversion is defined as the desired action we want the customer who is visiting the website to take. Conversions can be online, such as buying a product on the website, or making an appointment or reservation online. These are relatively simple to track, especially if the website was built with this type of tracking in mind. When the desired action is completed online, we can track each conversion back to the keyword the customer searched with and the ad they responded to before making the purchase.

Conversions can be offline also

Conversions can also be offline, such as a phone call or purchase at a physical location. By the use of tracking telephone numbers or coupons, we can separate and count conversions by source. An example would be counting the number of incoming calls that came from search engine ads (as opposed to calls resulting from natural traffic to the website).

Conversions that involve more than one step

For purchases involving several steps, such as those of many business-to- business transactions, we can track the cost of producing a lead, either online or from incoming phone calls. Dividing the number of leads into the monthly budget gives the “front end” cost per conversion. For these websites that do not involve online purchases, leads can be tracked through to the end of the purchase. To determine the return on investment (ROI) businesses can track the leads generated to sales in several ways. These can include correlation of leads with the list of new customers during a specific period of time. Other companies send leads to a Customer Relationship Management (CRM) system such as Sales Force which track them by source. The later conversion actions go by several names, including “secondary conversions” or “back end conversions”.

To help clarify the search marketing and advertising options available to local businesses we’ll divide them into two categories: 1) partially automated search packages and 2) fully customized search marketing services. TopSide offers both options, and we are writing about them candidly from our own experience.

Partially Automated Local Search Marketing Packages

This search marketing service typically combines a web page or microsite with advertising traffic from multiple search engines for one fixed, monthly price. Depending on the provider, there could be other sources of web traffic, ranging from natural search traffic to contextual ads included in the package. Local search packages typically have a low cost of entry (starting at a few hundred dollars per month) and do not provide the option for lots of ongoing changes to the overall search program.

Since many packages include a web page or microsite, this is the choice for businesses that:

• Don’t yet have a website
• Have problems with their current website such as poor conversion of web traffic to buyers
• Want or need an additional online presence

The type of features that typically are not available in the packages include frequent changes in monthly ad budget, different geotargeting or changes in the geographic territory of who can view the ads, testing or changing landing pages, etc. The packages cost less primarily because there is less hands-on customization required in the building and ongoing optimization of the settings. The automation allows features that are otherwise not affordable to a local business.

We won’t mention any companies by name, but one issue to beware of is the bundling of offline advertising you have already done too much of (or otherwise don’t want) with the online search marketing that nearly every local business currently needs.

Customized Search Marketing

In contrast to the partially automated package above, customized search marketing is suited to businesses that need lots of changes and manual attention to the settings that control their ads. Examples of these changes include regular changes to the monthly ad budget (up or down), changes in the geographic location in which ads can be seen (by IP address), changes or testing of landing pages, etc. Although bid management tools may be used to reduce some routine manual actions, custom services require a great deal more hands-on time to build and maintain.

How to Compare Local Advertising Options

If the criteria listed above do not provide you with sufficient direction on which type of search program is right for your business, then comparing the actual cost or estimates of the total cost per lead or sale is the best first step. Be sure to count online leads and incoming phone calls. Cost per lead (and of course, the percentage of those leads that covert to paying customers) is a way to measure or compare any direct marketing effort. If you have decided that a local search package is for you, then use total cost per lead to compare one provider of local packages with another. We often see local business owners put too much focus on the process details and not enough on this simple but critical measure of results.

• Focus on return on investment. Understand that fully before drilling into the details of how PPC works. ROI is the best comparison tool for all online or direct response marketing efforts.
• Understand that PPC is advertising, and how ads relate to natural results, which is affected by a different process called SEO (stands for search engine optimization). Taken together, SEO and PPC are two components under the broader category known as Search Engine Marketing (SEM).
• PPC goes by many other names: pay-per-click, sponsored links, paid search, search ads, search engine ads, Google AdWords, Yahoo Search Marketing, MSN AdCenter, and more.
• PPC ads can be used to reach the reader in two different modes: search mode compared with content or contextual ads. Search ads respond to demand at the moment the user has entered a query. Content ads send a message when a potential customer is reading content related to your topic. Examples of content are Gmail, blogs, online articles of many types.
• Text ads compared with graphics ads. Text ads are comprised of words such as those that appear on searches on the Google search engine. Graphics ads contain images and appear around many types of content. They are found in a wide variety of formats, including static, rich media, and more.
• The cost to use (bid on) keywords is based on the demand and competition for that keyword, not on the underlying value of the product or service being advertised. Therefore, tracking ROI is critical.
• If you are also considering SEO, have search engine ads done first. The initial cost is low (compare to the return in new business they can bring you when done by a professional) and the results are both fast and measurable. Make sure all tracking options are used to document what converts to online inquiries and phone leads within your geographic location and from your website.
• Within search engine advertising there are professionals who can set up customized, more “hands on” solutions on Google, Yahoo, MSN etc. There are also more automated programs that can be utilized, some of which include a web page. Other vendors bundle offline products, a web page or even a full website with internet marketing. These programs vary significantly in their traffic sources and tracking ability, so be sure to compare and get references from others in your category. Before taking action, talk with a search marketing professional who offers all products and make an overall strategy before implementing tactics. This will greatly increase your likelihood of success, by avoiding products and costs you do not need.
• The right choice of tactics and vendors for your situation will depend on: a-if you have a website or not already; b-if your website has serious problems and the cost of fixing them; c- the time or resources you are willing to dedicate to writing blogs, writing press releases, etc.; d- the initial budget you set for internet marketing.
• Use the data gathered from search engine advertising (again…what is profitable in your geographic location and from your website) to decide if SEO will also pay a return. With SEO, a website can be optimized for a few dozen search terms, so your are wise to pick your targets carefully. You must have an overall plan, because the sequence in which you do these is key.

The most powerful benefit of search marketing is remarkably simple: the link for your website gets displayed to your potential customers at the moment they are actively searching online. When there are fewer potential customers in your market due to a slower economy, it becomes even more important for the link to your website to be on the first page of search results.

Opportunities When Your Competitors Don’t Plan

Generally, a reduction in the number of potential customers in the market tends to increase the competition and costs to reach the remaining customers. However, during difficult economic times, some businesses that have not budgeted properly make the mistake of cutting their marketing and advertising. This, to some degree, can help offset the higher bid rates for sponsored links that would otherwise occur. Also, when your competitors stop promoting, it gives you the opportunity to gain market share and be well positioned for the time when better times return.

Measurable Results vs. Cost to be Cut

The second most useful feature of search marketing during tough times is the fact that the returns on your investment can be directly measured. If you sell your products or services online and receive credit card payments, we can track your cost per order down to the keyword level. If your business relies on leads for sales or appointments, dividing the number of click based leads or incoming phone leads into your monthly search marketing budget gives a direct way to determine your returns. This approach allows you recognize search marketing as an investment with measurable returns, not a cost to be cut.

New Customers and Valuable Data for Your Business

If you are considering search marketing for the first time, PPC ads (a.k.a. sponsored links) provide sales and leads quickly. In addition to new customers, you get valuable data that can be used to optimize your website content or guide your business in other useful and practical ways. For example, for a local service business, if you are considering serving a larger geographical area, we can use geotargeting to determine how much interest there is in that area before you spend on the expansion. Similarly, a B to B business that is considering a new product or service can write a white paper on it, put it on their website, and use PPC ads to gauge the interest in it before committing more resources.

We look forward to your comments or questions on this topic.