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A Concise Guide to PPC Marketing

A Concise Guide to PPC Marketing

A Concise Guide to PPC Marketing

 

It's that time of the year again where annual budgets are right around the corner, and you need to figure out exactly how much you need to spend on exactly what. We understand how tough making such decisions for your marketing budget can be, especially where PPC marketing is concerned. To make the process easier for you, we present a concise, detailed and informative guide to fall back on.

This guide to PPC budgeting is based on a cardinal formula that we, the experts rely on - the 70/20/10 budgeting rule. The reason why so many experts use this formula to budget their accounts is simple: it works!  You don’t have to follow it exactly, but you simply can’t go wrong using it as a general guideline when planning your PPC budget. 

The 70%

This is the most natural part of the process. Quite merely, around 70% of your entire PPC budget should go towards your tried and tested strategies, the ones that always work and bring in the most sales and conversions. In marketing terms, these are called "Evergreen Campaigns." These are the tactics that you can rely on and moving any budget away from these would only cause your performance to plummet. 

 

A Concise Guide to PPC Marketing

 

Even though you might know what your Evergreen Campaigns are by heart, it is always better to flesh them out and revise them each time you plan your budget. You should go over each step of your tactics and assign Key Performance Indicators for each. It’s essential to know where each dollar is going and what it is worth, especially in the budgeting season.

The 20%

This part of the budget is for new tactics and opportunities that you have been researching and have reasonable cause to believe will work. These should include low funnel expansion campaigns that promise to boost sales and leads. Good examples of these should consist of testing new campaigns, experimenting with new digital advertisements, expanding into social media or testing out a new market.

These tactics will take your campaign to the next level. However, the critical thing to remember is that you will need to fully lay them out and revise them in detail, just like your Evergreen Campaigns. Ideally, you should also draw up a timeline to help you measure your expansion and KPIs in a much better way. Remember, the more data you have, the smarter decisions you can make in the future!

The 10%

 

A Concise Guide to PPC Marketing

 

The final 10% is where you can have fun. This is the amount you can allocate without any reservation to testing out brand new ideas. Youtube campaigns, brand awareness surveys, Reddit, Pinterest, or anything else really! This is where your creativity comes in. Use this 10% of your budget to explore any new ideas or domains you have. This is important because there is literally no other way to drive your strategy forward, into a more unique and unexplored territory. This is an opportunity to learn and get ahead of the competition. You should clearly define and set standards for the success and failure of your experiments, and use these when making PPC marketing decisions in future strategies!

If you need further guidance or simply don’t have the time, we’re here to help! Get in touch with us with your project details, and we'd be more than happy to work with you. 

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