The New Year has just arrived and the PPC managers are busy budgeting campaigns. It is the time of the year when strategies are made, goals are set and preparations made to achieve those goals.
Here’re 5 best PPC budget practices that can help achieve PPC goals in a hassle free manner. The practice are evolved by scientific study of past campaigns and by analyzing their results.
1. Spend entire allotted fund over the year
Could you spend the budget over a period of time? It is racing against time but the investment should also get desired results. Underspending on core programs could be balanced with investments on other channels like display ads, remarketing and Facebook ads.
There are two reasons for underspending. First is you’re using budget calculations based on keyword bids for different time. Second reason is the bid settings that could limit the volume of traffic your website can get.
2. Understand seasonality
Just like e-commerce stores have their seasons and holiday sales, PPC marketers can also find seasonality with core keywords. The simple formula is to divide the annual budget by 12 and get the monthly budget for PPC.
In AdWords, the Keyword Planner gives an insight into the seasonality of keywords. It shows the highest and lowest searches spread in the 12 months. Similarly Bing Ads show seasonality for keywords. And if you aren’t taking advantage of the seasonality information supplied by the search engines, you’re missing the opportunity to tap the highest traffic.
3. Faulty budget allocation
Sometimes PPC managers forget the general rule of budget allocation. The general rule is to determine budget considering popularity of products, ROI or revenue goals. Areas that give good return should get more funds.
Here’s is the scientific formula for budget allocation for PPC ads
- The top selling products/services should be on high priority of budget
- When you see high return from a specific area, you should invest more on that area