What should you spend on PPC?
This is a question many businesses ask. Regardless of whether you are starting out with PPC, launching a new strategy, or reevaluating your approach, ensuring you are investing properly is essential.
What your business is spending on paid advertising will not (and should not) be static. Your budget should change because goals change and spending changes. There is no right answer — however, you should have a “method behind the madness.”
Step 1: Determine Your Goals
Before diving into the dollars and cents of your PPC campaign, you must define what you are spending for. Setting quantitative, actionable goals and a timeline for your PPC spend is essential.
If you have a goal that feels unattainable or vague, it probably is. Use the SMART framework, which is the acronym that stands for — Specific, Measurable, Achievable, Relevant, Time-bound — to help you get started.
Do you want new customers? Do you want to attract more customers? Can you provide service for only a few customers at once? Do you have unlimited funds to get new customers or a limited budget?
When you figure out your goal for PPC spending, you can begin to form a campaign plan. Some of the most common goals for businesses include: