PPC Cost vs. Return
Cost vs. Return is one of the first things a successful business owner considers when purchasing goods or contracting services. PPC campaign management is no different, and allocating PPC ad budgets can be confusing. Our team with perform in-depth market research for every PPC client. We analyze the data to create intuitive PPC campaigns that deliver trackable results. Our goal is to gain a better understanding of your business process, products and services.
PPC Pricing & Competition
Accurately pricing PPC campaigns requires years of hands-on PPC management experience. To price a PPC campaign you must first determine which keywords you would like to target and their cost-per-click (CPC).There are many factors to consider before determining a budget. Keywords should be selected based on factors such as search volume, competition, projected click-through-rates (CTR), business inventory, and high profit margin products or services. These need to be assessed for every keyword because if competition for any one keyword is higher than projected returns, we would recommend focusing on other keywords with lower competition.These factors need to be assessed for every keyword. For instance if competition for one keyword is higher than projected returns, we would recommend focusing on other keywords with lower competition. However, high competition is not always a bad thing. It can indicate that a keyword is producing amazing results, hence the reason there is so much competition. As you can see, accurately pricing a PPC campaign is harder than you might think and that’s why we provide no obligation PPC consultations. In the example below, you can see that the keyword “Advertising on Google” has lower CPC competition and more search volume, whereas the keyword “Google PPC” has higher CPC competition and less search volume. We recommend running both keywords because both keywords have strong potential. Next we monitor the costs and conversions to determine which keyword is producing a higher return on investment.
Daily & Monthly Budgets
The easiest way to control PPC ad spend is to cap the daily or monthly budget. This ensures you will only spend the predetermined amount you entered. Another great way to control costs is to incorporate ad scheduling, which gives you the ability to only run ads during certain days or hours. For example, if your store is closed on Sunday and you do not accept online orders, we might want to consider pausing the ads on Sundays to save money. Simple things like this can save you tons of money.
PPC Optimization
Cost effective PPC campaigns require continued management and optimization. Strategic adjustments to PPC campaigns can dramatically reduce cost, while increasing results. PPC Optimization involves monitoring results and using that data to continually improve return on investment. One of the first things we recommend is to separate keywords into different ad groups and organizing them based on keyword themes. This gives you the ability to create customized ad text, and if done correctly, it can increase ad rank and reduce cost-per-click (CPC). Although PPC optimization is not considered when calculating PPC keyword pricing, it can assist in reducing prices and counter-act a rise in competition.