When should you think about increasing the budget for our PPC account?
Ed Weeks Junior
Empowering Businesses Under $10M in Revenue to Successfully Grow, Scale & Prepare for Exit | Fractional CMO, Scalable Business Advisor, and Exit Advisor
Our mantra at H.V. Social Media has always been nail-it and scale-it.
So, what does that mean?
The first few months of our PPC account management are geared towards gathering enough data to make statistically relevant optimizations. As optimizations are being made, negative keywords are being added (on the Google side), or low performing audiences are being paused (Facebook side), typically the cost-per-lead will start to drop and our client will begin seeing a positive ROI.
Once we get the CPL down, ideally at or below target CPL, and it remains there consistently (over a period of 3+ months), we know that we've "nailed-it", and it's time to "scale-it."
However, it should be mentioned that scaling-it requires there being enough volume to do so. If the campaign(s) are already set on a 24/7 schedule, and have a high impression share, but are only spending 70% of the budget each month, spending more might not be an option.
Of course, if there is a low CTR, possibility to expand GEO, or we are not very aggressive with bidding, then there is some opportunity. If the former is the case, then it's usually best to think about adding another platform such as Bing ads.
If we've nailed the campaign(s), and a client is currently "limited-by-budget", then we'll look into how much more we think can be spent and offer a recommendation.
Let HV Social Media help you nail & scale your PPC campaigns! We can plan an effective PPC strategy to turn online searchers into your customers. It all starts by booking a free 30 minute strategy call ?? ?? ??