Budgeting your online marketing campaign is an essential task that may be more stressful than anticipated if you don’t understand what you’re getting yourself into. Wrapping your head around your PPC budget, including management costs, will not only help with budgeting monthly expenses, but may contribute to keeping your sanity in tact, too.
So, how much do you wanna spend?
You’ll need to determine what your company can afford to spend each month on your Google Ads. Do you have a total of $1,000 to put towards advertising on Google? Generally management fees will be approximately $500 per month to manage your campaign, so then you have $500 to spend on the actual ads. We then have to think about how much each click will cost, how many clicks you will get per month and how many of those clicks will turn into a lead. Your PPC provider should be able to walk you through this formula to make sure you have a positive return on ad spend. Also, ask your provider to talk with you about brand PPC and non-brand PPC, that may be something your company wants to take into consideration as well.
Expectations may be your unraveling
Know this: your PPC provider can in no way guarantee conversions (leads). You can’t expect that just because you’re paying a company to help with your online marketing, you’re going to automatically get a load of business. There’s more to it than that. You’re paying for their time and their experience- and they know a lot! They’ll give you valuable information, reports, phone calls, whatever you need to help your campaign run smoothly and effectively.
Also, testing your campaign is crazy-smart. Set a test-budget, of $1,000 and give yourself a time frame of two weeks, while you’re doing this, track how it’s going. Is your budget working?
Have a clear plan of action. You’ll need to focus on excellent keywords and copy, a brilliant landing page (see our post on landing pages….), you want to outdo the competition. Or, maybe you want to be more creative and shoot for a long-term relationship; offer a quote for them here, give them a white paper, newsletter, coupon. The goal for both is to get them in your sales funnel.
Are you gonna do it?
There’s money to spend here, that’s true. “Is it worth it?”, that is the question. If you’re a company that wants to compete online, it will take some time and money to get you where you want to be. Using a top-notch PPC provider will help you tremendously in your efforts. Give us a call, we can help you walk through all of the above and give you the best chance at driving leads and having a positive return on your Google ad spend!