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How do you manage your PPC budget and bid strategy?

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PPC, or pay-per-click, is a form of digital marketing that allows you to bid on keywords and display your ads on search engines, social media platforms, or other websites. PPC can be a powerful way to generate traffic, leads, and sales for your business, but it also requires careful management of your budget and bid strategy. In this article, we will cover some of the best practices and tips on how to optimize your PPC budget and bid strategy for maximum results.

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Sankar Nammalwar

Responsible Gambling| Marketing| Augmented Reality

1 Set your goals and KPIs

Before you start any PPC campaign, you need to have a clear idea of what you want to achieve and how you will measure your success. Your goals and KPIs, or key performance indicators, will help you determine how much to spend on your PPC ads and how to allocate your budget. Common goals and KPIs include cost per click (CPC), click-through rate (CTR), cost per acquisition (CPA), and return on ad spend (ROAS). CPC is the average amount you pay for each click on your ad, CTR is the percentage of people who click on your ad after seeing it, CPA is the average amount you pay for each conversion or action that you want visitors to take, and ROAS is the ratio of revenue generated by your ads to the cost of your ads.

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2 Choose your bidding strategy

When deciding how much you are willing to pay for each click or impression on your ad, your bidding strategy is key. Depending on your goals and KPIs, you can select from various strategies such as manual bidding, where you set your own bids based on research and experience, or automated bidding, where the platform automatically adjusts bids based on CPA, ROAS, or other metrics. Enhanced CPC combines manual bidding with some automation that increases or decreases bids based on the likelihood of conversion. Additionally, you can choose to maximize clicks or conversions with automated bidding to get the most out of your budget.

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Sankar Nammalwar

Responsible Gambling| Marketing| Augmented Reality
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Most of the marketing agencies have started using automated bidding tools if you are not currently using such services, it’s is worth the investment. Even with automated bidding, marketers should monitor CPC by keywords and focus on both the most and least performing keywords and optimize them to get better intent. In addition to the standard keyword keep an eye out for trend in search pattern to take advantage of them. For example:- apparels companies manage their keywords based on a sports event.

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3 Monitor and adjust your budget and bids

Once you have launched your PPC campaign, it's important to track and analyze various factors such as quality score, impression share, average position, and competitor activity to ensure you are getting the most out of your investment. Quality score is a rating from 1 to 10 that reflects how relevant and useful your ad and landing page are to the user's query. Impression share is the percentage of impressions your ad received out of the total number of impressions it was eligible for. Average position is the average rank of your ad on the search results page or the display network. Competitor activity includes changes in their bids, keywords, ad copy, and landing pages that may affect your performance. By monitoring and adjusting your budget and bids, you can optimize your PPC campaign for higher CTR, lower CPC, higher conversion rate, and higher ROAS.

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Benjamin Sulka

Paid Media Manager at EndClick
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I like how quality score was mentioned. This gives you insight into how relevant your keywords are compared to your ad copy and landing page content. It’s Google’s mission to provide the end-user with the most relevant content for their search. Low quality scores make it less likely that your ad will show up for the keyword. Lower quality scores increase your CPC as well. Make sure you have a consistent message at all stages of the process.

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4 Test and experiment with different variables

To improve your PPC budget and bid strategy, testing and experimenting with different variables is essential. You can try different combinations of keywords and match types, such as broad, phrase, exact, or negative. Additionally, you can experiment with different variations of your ad headline, description, call to action, and extensions like sitelinks, callouts, or structured snippets. Furthermore, you can test different versions of your landing page design, content, layout, and offer to reduce bounce rate and increase conversion rate. Ultimately, finding the optimal combination of elements that maximize your PPC performance is the goal of testing and experimenting.

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Benjamin Sulka

Paid Media Manager at EndClick
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On Google specifically, you can get a solid budget recommendation using the Forecast tool within their Keyword Planner. This shows you the performance you can expect for a campaign relative to the keywords in the campaign (you can run forecasts for all 3 match types) and your targeted daily budget. This feature allows you to filter by the date range that you want to run the campaign and it also lets you select geographical locations. To access in Google Ads: 1. Click the tools icon at the top of your screen 2. Click planning 3. Click Keyword Planner 4.Click “get search volume and forecasts” 5. Paste your keyword list into the planner 6. Click “forecasts” in the tool bar on the left side 7. Experiment away!

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5 Use tools and resources to help you

Managing a PPC budget and bid strategy can be a complex and time-consuming task, particularly if you have multiple campaigns, channels, and keywords. Fortunately, there are many tools and resources to simplify and streamline your PPC management. These may include keyword research tools such as Google Keyword Planner, SEMrush, or Moz Keyword Explorer; bid management tools like Google Ads Smart Bidding, WordStream Bid Optimizer, or Optmyzr; analytics and reporting tools like Google Analytics, Google Data Studio, or Supermetrics; and learning and support resources like the Google Ads Help Center, Google Skillshop, or PPC Hero. By using these tools and resources to help you, you can save time and money while increasing your PPC efficiency and effectiveness.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you manage your PPC budget and bid strategy?

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3

4

5

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1 Set your goals and KPIs

2 Choose your bidding strategy

3 Monitor and adjust your budget and bids

4 Test and experiment with different variables

5 Use tools and resources to help you

6 Here’s what else to consider

Digital Marketing

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How do you manage your PPC budget and bid strategy?

1

2

3

4

5

6

1 Set your goals and KPIs

2 Choose your bidding strategy

3 Monitor and adjust your budget and bids

4 Test and experiment with different variables

5 Use tools and resources to help you

6 Here’s what else to consider

Digital Marketing

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