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How to Budget For a PPC Campaign

There are several aspects that go into budgeting for a PPC campaign. These factors include Price per click, Conversion rate, Retargeting, and more. Ultimately, your budget will determine how much to spend on your campaign. Listed below are some tips to keep in mind as you budget for a PPC campaign. The first step is to research your industry. Use Google Keyword Planner to research your keywords.

Price per click

How much is a good price per click to run a PPC campaign? To figure out this answer, use the SEMrush Keyword Magic tool. It will display the various variations of the keyword along with their average CPC. Then, divide your quality score by the ad rank of the next highest bidder. This will give you a ballpark figure. Make sure your maximum CPC is within your budget.

When determining how much to bid on each ad, use the Enhanced CPC option. This option raises your maximum bid when Google believes the click is likely to convert. Otherwise, the maximum bid stays at the maximum bid for certain auctions. Depending on your business model, you may need to use both methods, as a combination of each can lead to a higher cost per click. You can also use an automated bidding system to free up some of your time.

Budgeting for a PPC campaign

Planning a budget is an essential step in any PPC campaign. Without a clear idea of how much to spend, businesses end up spending more than they should. Similarly, without a clear idea of how to calculate the cost-per-conversion, the budget can become overwhelming. A mismanaged budget can have serious financial ramifications for a business outside of advertising. Fortunately, there are some basic steps to follow to ensure you’re budgeting wisely.

When budgeting for a PPC campaign, keep in mind that quality score and relevancy are important factors. A lower quality score can be harmful to your campaign. Alternatively, higher quality scores may mean that you’re paying for leads that don’t meet your requirements. Likewise, low relevancy scores can mean that your campaign isn’t as effective as it should be. However, if you have an understanding of these factors, budgeting for your PPC campaign should be easy.

Conversion rate

Whether you use a PPC agency to manage your campaigns, you’ll likely want to compare the cost between the different options. The upfront cost of launching a campaign is fairly heavy, but you should consider a flat fee or percentage of your ad budget to cover setup costs. Most clients opt to pay a smaller fee for the initial setup but pay a higher monthly fee for ongoing management. That way, you’ll be saving money on the initial cost of the campaign, but also minimizing the risk of an underperforming campaign.

The ideal cost per click depends on the expected return on investment. A typical goal is a five-to-one ratio for the ad budget – this means a business generates $5 in revenue for every $1 spent on advertising. While some businesses aim for this ratio, others seek higher yields, particularly in industries with high competition for keywords. PPC management fees differ depending on the platform used, ad strategy and industry.

Retargeting

When using retargeting, it is important to remember that the more relevant and useful your ads are, the more likely they are to convert. If a person has visited your website and then left, retargeting may be the perfect solution. If you want to increase your conversions and boost brand awareness, use retargeting. It can also increase brand awareness, because your ads will remind the visitor of their past interest.

Retargeting can increase average order values and reduce cost-per-acquisition. To refine your retargeting strategy, use Google Analytics, which gives you insight into where a visitor came from and how long they spent on your website. The more data you have, the easier it is to determine the likelihood of conversion. Retargeting is most effective on landing pages that are relevant to the person’s interest.

Investing in a PPC management company

When you are just starting out in the online space, having a PPC management firm create your advertising campaign is a good idea. These experts can do all the research and optimize the campaign for you, allowing you to spend less money while still reaping the benefits of your investment. Keywords drive the cost of clicks, so it is important to avoid expensive, popular keywords, as they won’t attract the right type of traffic. Instead, use cheaper, less competitive keywords that target your ideal customer without breaking your budget. Investing in a PPC management company can be the difference between having a stagnant website and having active traffic.

If you decide to run your own PPC campaign, you’ll have to invest a considerable amount of money in hiring and training employees. You’ll be wasting time and money on tasks that could be more important to the success of your campaign. In addition to this, you’ll be adding to your company’s expenses by hiring extra employees. And you won’t be able to track your ROI from your PPC campaign. In addition, you will end up spending more money on salaries and benefits, which are the two biggest expenses of an in-house campaign.

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Jeremy Parker

FOUNDER & STRATEGY DIRECTOR

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