Similarweb is the source, though I don’t know how accurate this free publicly available information is.
58% of their traffic comes from Search (assuming majority Google, unless Bing is an absolute powerhouse search engine these days!).
65% of that traffic is Paid traffic. So roughly 38% of their traffic (hence sales) is driven by Marketing spend.
Dropping that by half, means Revenue drops by half, so roughly 19% drop in revenue and from there, I conservatively approximated a 17.5% drop in EBITDA. I should approximate more than a 19% drop in EBITDA actually, as less revenue is paying for a larger ratio of fixed costs (wages, web hosting, web infrastructure, office leases, IP, etc).
TPW Price at posting:
$3.36 Sentiment: None Disclosure: Not Held
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