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Budgeting for Pay-Per-Click Ad Campaigns

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Here, we will present some specific ups for getting the most out of your advertising dollars.

Tip 1: Constantly evaluate which keywords work better than others and disable or delete those that arc not performing well before they drain your budget.

Tip 2: Keeping a close eye on your budget. You should have a rough idea of how much is left in your PPC account at any given time.

As soon as your funds are used up, all advertising stops-whether you know it or not Most PPC search engines will notify you when you arc close to depleting your account, but the lag time between you receiving the notice and replenishing the account can cost you sales.

This is where it becomes very apparent that, even if you use third-party tools to bid for you and to manage your campaigns, you must have methods in place to keep track of how fast any given keyword is draining your account.

You really do need to investigate your campaign statistics personally, and on a regular basis, to mitigate the danger of a quick turnaround in the marketplace.

If you are not keeping track of your campaign’s budget properly, it could also be drained by one or more of the following:

•        Click fraud

•        An error made when setting up the ad

•        The automated bidding tool is keeping your bids artificially high

Clever marketers have been known to manipulate the bidding in such a way that you are paying more than you should to maintain the position you want.

Unfortunately, there are dishonest people out there who will bypass the general rules governing pay per click and manipulate the underlying structure of the advertising model to their advantage.

This leads naturally to a discussion of whether outside firms arc a good choice for managing your ad campaign, if you don’t want to put forth the time and effort to handle it yourself.

The answer is different for each advertiser and each product, their location, who the Outside firms are, and the general online advertising marketplace at the time.

Basically, the answer comes down to a consideration of what makes most economic sense in your particular situation.

If nobody in your company really understands the PPC market or has the time to take care of your ad campaigns, at a minimum keeping an active eye on the automated tools, then you should probably consider outsourcing your PPC ad campaigns.

To protect your interests, choose a firm that you have thoroughly investigated and that you are sure sees the long-term goals of your PPC program in the same light as you do.

Typically, the ad budget of small-to-mid-sized companies will not stretch to include management of your online advertising by an outside firm.

As a rule, these firms charge up to 20% of your monthly spending and have a minimum fee of $300-$500 per month.

In this case, you will probably need to rely on your web people to work with marketing to create, maintain, and decide when to end a particular PPC ad campaign.

Even if you can afford an outside firm, the nature of PPC ads is such that personal involvement by someone who knows the company inside and out and has a stake in ensuring that the ads perform well is the best road to take.

PPC advertising is not as complicated to understand as it may first appear, and most people can quickly learn how to tell if a PPC ad campaign is progressing as it should, or if certain areas need to be changed or removed altogether.

The key component to getting the most out of whatever your pay-per-click advertising budget is tracking.


Keywords: budget, campaign’s budget, bid, pay per click, ad campaign, advertiser, marketer, ad budget, PPC ads, ppc strategy.


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