There’s always the question of budget when it comes to investing in your digital marketing activities. Be it content, SEO or SMO – the budget of such activities needs to be strictly monitored to make sure that you don’t overspend in your campaigns. Especially when it comes to PPC.
When you invest in PPC, it means that your ads will be active on various search engines almost immediately and that too on their front pages. You will have greater visibility and you will attract new visitors to your website as soon as someone clicks on those ads. This is a major plus point for businesses
You must know by now that SEO strategies like link building, content marketing etc are good for long-term benefits, but they are slow burners. But with PPC marketing, you can get your name to the top of various SERPs (Search Engine Results Pages). Of course, this does not mean one should funnel their entire SEO budget into PPC. A combination of both strategies is the best way for your business to get high organic rankings.
But when do you decide it’s time to stop investing in a pay per click marketing strategy because it’s eating into your marketing budget? I’ll be honest – it doesn’t matter whether you’ve hired professionals to do the job for you or whether you’re handling PPC on your own – it’s tough to accept that you’re overspending on PPC. In fact, how do you even know that you’re “overspending”? Isn’t that a relative term?
Here’s my analysis of investing in PPC marketing
If you’re a startup or are new to the world of PPC, begin with a small budget. This helps you try various combinations of keywords to help you understand which ones work the best for you. A budget of INR 20,000 for PPC is just about right, but if that seems a large sum for you, divide it into two. Come up with 2 PPC strategies which include 2 entirely different set of keywords. This will allow you to identify which are the top-performing keywords which you should be targeting for your SEO.
If you’re a B2B company, even keywords with little competition will have extremely high bid amounts, so it’s best to focus on SEO (until and unless you have the budget to put into expensive keywords).
Focus on good keywords
Getting back to your keywords, well, it’s a trial and error job for every company. And yet, zeroing in on keywords is the single most critical decision in your PPC program. So, what should you do? Well, use keywords relevant to your products or services and then see which keywords your competitors are using to create PPC ads. Avoid keywords with high competition. Sure, they get a lot of hits, but then they are extremely overpriced as well. Websites like Spyfu will help you assess the amount of money being spent on those keywords by your competitors. Of course, it won’t be accurate but it’s good enough to give you a fair idea of the kind of money you should expect to pump into your PPC campaign.
PPC also aims at targeted marketing. In fact, Google Adwords allows you to specifically target people who have already visited your website but haven’t been converted into customers. This means you can target medium and low competition keywords. In this manner, you can use your money to influence people who are already interested in your product instead of attracting those who may or may not want your products.
Know when to stop
Despite your best SEO practices, there will be keywords that will give you good rankings, so you buy those keywords instead and get a lot of targeted traffic. However, on the downside, there is fierce competition among other companies from your industry regarding popular keywords. A lot of times, we let our egos take over and end up paying a lot more than what a certain keywords is worth, just to outbid our competitor.
So, please. Just know when to back off.
Be careful of Junk Traffic
Another problem is the junk traffic that PPC attracts. There are many times when people click on your keyword and may even end up visiting your website, but don’t buy anything from you. Now, if you just want traffic, that’s good enough for you but if you’re looking for conversions, that’s not a good sign.
So, again. Try various combinations of keywords for brief periods of time and find out which ones give you the best conversions. Invest in them!
All in all, you can see how PPC is a very risky investment if not managed properly. I’m hopeful this article cleared up at least a few confusions and doubts in your heads regarding the amount you should (or shouldn’t) invest in PPC. Always remember to begin with a few keywords, make different combinations as see which one works for you best. Sure, you can try 60 keywords at once too, but if that campaign is successful, how exactly are you going to narrow down your keywords from 60 to, say, 6?
Be smart, and play it safe. That’s all that can be said for PPC marketing and its budget. Good luck!
Impact is a specialized digital marketing agency that focusses on helping brands build their businesses digitally using content, social media and content marketing. Impact also runs and operates a free B2B platform Agencyonnet that helps SME’s source & hire marketing services agency’s around the world in a fair transparent manner.