Part II: How much should you spend on PPC?

In part I of our PPC series we gave you a method to determine if it’s right for your marketing efforts. Now we’ll give you a methodology for determining a PPC budget.

Today, we’re back with part two of, how much should you be spend on PPC? If you missed part one, watch it here: https://slamagency.com/ppc-budgeting/

In last weeks foundational episode, we gave you three questions to consider when setting up a PPC campaign. This week we’re going to be talking about how to set your PPC budget.  Determining a sound PPC budget is a three-step process:

1. Finding out how people search
2. Determining how much of the market you can reach
3. Setting budget numbers

While discussing these three steps we covered a lot of ground when it comes to buyer personas, using data, and keywords. We also talked about:

• Buyer personas being data-driven
• Searching keywords as your buyer would
• Using the buyer-mindset to build keyword lists
• Figuring out where in the buying-cycle your buyer is based on keywords
• Avoiding spending money on people in the educational phase
• Prioritizing words where the intent is ready to buy now
• Use negative keywords to save money
• Educating future buyers – just not with PPC money
• Segmenting geographically with Google Keyword tool
• 1st budgeting step: Knowing how much it costs to reach the entire market
• Keyword tool being notoriously light in traffic estimates

• The three different types of matches for Google AdWords
• How beneficial the data you get from AdWords is
• How Google budgets your money by limiting audience impressions
• Navigating the data you’re receiving in real-time
• Avoiding a, “set and forget” mentality in PPC
• Partnering with a marketing agency that’s a Google Partner

You never want to set & forget with PPC. Always optimize. Maybe you had a good 1st month & let it run. That’s like gambling at the casino – you have a few good hands, and next thing you know you’ve lost all your money with… Click To Tweet