You may be aware that their is a growing need to assign some of your marketing budget to Pay per click or PPC. Every business being unique, do you know how much of your marketing budget should be allocated to PPC.
Understanding Commercial Aims & Goals
Understanding your commercial objectives is the first step to decide on PPC budget. You need to clearly outline what results you want from the advertising campaign. Applying different kind of keywords efficiently can let a business to aim users in a different phase of the buying cycle such as researching a product or looking to purchase.
Goal setting is vital and is at times more difficult than it what you think. For example, an architecture company may eventually want to increase sales, but the PPC campaign should try to increase product brochure downloads, phone calls and direct contact rather than completed orders. The key is working out how valuable each conversion is to your business.
For e-commerce business, the goal desires to be highly specific to get the maximum R.O.I. from a PPC campaign. The company may wish to increase profitability, but it would be hard to make a correct budget based merely on this aim.
You’ve got to work out what you can afford to spend on the PPC campaign, once your goal has been set. An optimized campaign must generate a conversion rate somewhere between 1-5% dependent on industry.
The campaign statistics for online advertising may be more comprehensive and precise compared to offline methods of advertising, but it’s only helpful if you track the accurate data and know how to use it effectively.
If you are unable to work out the average life time value per customer, cost analysis will be much more difficult to assume. It is therefore essential to work out as perfectly as possible how much each customer will spend on your business. If the products on a website vary in price and have very different profit margins, it will be significant to group products based on these criteria.
To work out it can be achieved using Google Keyword Planner together with trialing a few main concern keywords to get an average Cost per Click (CPC) to utilize in cost analysis. It would also be supportive to try and compare your previous marketing campaigns with your forecasted profits from a PPC campaign to assist you to decide whether you are targeting cost efficient keywords.
When you find out that your campaigns can be place to aim the world at the touch of a button it’s exceptionally easy to get carried away and decide to target everyone. Your business may be able to deliver services to India, London, New York, but is this in reality going to provide the maximum return? Unless your product is very effective and needs a worldwide audience, you must always start a campaign in a single country and level up once booming. Its always wise to focus your PPC budget on local campaign to get most out of it.
Reporting, Analysis & Cost Reduction
The most significant factor in reporting is making sure you have correct conversion goals to ensure that your financial plan is being spent on the right keywords. If the target isn’t reporting accurately, you will be unable to review the campaigns and could make costly mistakes.
By focusing your budget on the keywords that are delivering a solid return on investment, you are able to scale your campaigns with confidence. Review and remove the keywords that are costing you money but not contributing towards your goals and confirm that your keyword bids are delivering sufficient traffic to ensure that your campaign is using your budget to the maximum every day.
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