How to understand that paying for SEO and advertising is optimal?

Question

Search Engine Optimization

Hello!
Introductory: there is a website of a small wholesale regional company that has been operating on the market for 20 years. Most of the company's clients are old clients that have been developed over the years. However, the management has always been interested in finding new clients and for the past few years they have been working with a marketing agency that is consistently paid a certain amount of money every month. In connection with the crisis, the question arose: how, in fact, to check that these expenses are optimal? I would be grateful if someone could provide answers to the following questions:
1. How justified is the monthly fee for setting up and adjusting advertising campaigns, goals and other marketing features if the company does not hold any promotions and does not bring new products to the markets?
In my opinion, an advertising company is set up once and then only money needs to be deposited into the account and waiting for the catch.
2. How to determine if you need monthly expenses for SEO? The site is very simple and very old, the content on it does not change, SEO has been paid for several years in a row and it is well ranked by search engines for the right queries. There is a feeling that these expenses are no longer needed, at least to such an extent, for the reasons described above. Or maybe in general for the last couple of years all the expenses were in vain, since no one understands anything about this and cannot objectively check the relevance of these expenses ....
Thank you in advance for your answers and your time.

Answer 1

The simplest thing is to look at the number of visitors coming through ads and the cost of each click.
It’s already more difficult to look at the conversion, and the cost of each visitor converted into a client. But for this, there must be customized KPIs by which the conversion is measured (for example, a phone call, a completed form, a completed purchase, a click on the desired link).
If advertising does not bring you new customers at all, then advertising does not work and spending money on it is a useless exercise. And if it brings, then you need to look at whether the fee for such a client is justified. If, for example, you spend much more on attraction than you can get as profit (short-term or long-term), then such advertising is also not very effective. Although even if the attraction is unprofitable, there are always positive side effects (for example, an expensive but satisfied client will tell partners/friends about you)

Answer 2

You so simply framed the question over which millions of entrepreneurs and advertisers are scratching their heads, because everything depends on a thousand and one little things, from competition in a niche to the quality of advertising texts and weather in a particular region.
In short, according to the results of the past company, the value of the end client is estimated in the ratio: advertising costs / profit received.
In planning a company, everything is more complicated and no one guarantees the result at all, if someone guarantees something specific and very optimistic - most likely it is a scam.

1. How justified is the monthly fee for setting up and adjusting advertising campaigns, goals and other marketing features if the company does not hold any promotions and does not bring new products to the markets?
In my opinion, an advertising company is set up once and then only money needs to be deposited into the account and waiting for the catch.

Depends. Competitors are also on the alert, changing the text from bored to hype, hone keywords and low-frequency ones... Try 3 months without settings and compare whether the effective cost of advertising will change...

Answer 3

Well, the question should have started with how much you pay and for what

Answer 4

the ratio of pay per click and the number of transitions.

Answer 5

On the issue of spending on SEO, they should be constant and understandably justified. Since it is necessary to periodically create content on the site, expand the semantics accordingly, optimize these pages, etc. Not least is the link budget. You need to know where and how much of the budget is spent, what it brings you. It is necessary to understand what positions the site currently occupies, analyze competitors at the time of missing key queries, j, content updates, changes in the structure and optimization of the site. Seo does not stand still and not unimportant factors for successful ranking in search engines are the convenience of the site, the presence of high-quality visual content, competent linking, etc. If you need to understand in the right direction you are moving in SEO, if your costs are effective. There is an online calculatorhttps://www.promodo.com/roi/