To develop the most effective pay-per-click (PPC) advertising campaign for your business, you want to be sure that you utilize every tactic that can successfully drive potential business to your site. Once you have selected your PPC keywords, you need to get an idea of how many clicks you can plan on receiving to help set your PPC budget on a typical day.
Let’s say that by using the Google Keyword Tool, you have chosen the following five keywords (hooded sweatshirts, zip hooded sweatshirts, hooded sweatshirts for men, cool hooded sweatshirts, buy hooded sweatshirts) based on your PPC keyword research that we covered in our previous blog, Tips for Selecting Pay-Per-Click Keywords.
Google provides the Traffic Estimator tool to provide you with an estimate of how many clicks you may receive from a campaign featuring a specified group of keywords at a specific maximum CPC and daily budget.
This tool can help you test different max CPC settings for your campaign and see how it affects your projected results. Using the example list of keywords above, here’s an estimate of how the campaign could play out with three different settings:
Daily Budget: $50.00 Daily Budget: $50.00 Daily Budget: $50.00
Max CPC: $2.00 Max CPC: $1.50 Max CPC: $1.00
To maximize the number of clicks this campaign receives, starting with a max CPC budget of $1.50 per click seems to be a wise move. To keep total AdWords cost down, a max CPC of $1.00 would still draw clicks but would not run through the entire $50. Finally, if the goal is to be the brand seen at the top of the rankings, a $2 max CPC would result in many ads in the first or second position.
For additional information about attracting more qualified leads through PPC advertising, read our e-book, Pay-Per-Click Advertising Tips. For more information, call Bob Goricki at 440-449-6800 or email Bob.