So, the powers that be want to know if PPC is the right solution for their business.
Your boss will have many questions about Pay Per Click (PPC[1]) advertising. So, as a marketer or assistant, it’s important to understand how this channel will help to reach your company’s online goals.
Google Ads[2] is the leading PPC platform. And you should arm yourself with info about its workings and how it will benefit the business.
Eight questions your boss is likely to ask you about PPC
1. What will it cost?
Your boss will want to know what PPC will cost. This is often a difficult question because there are many factors to the costs that you’ll be charged including:
- The budget amount that you’ll set for your campaigns
- Which keywords[3] you’re bidding on and the traffic volumes
- When you would like to run your ads
- The level of competition and how aggressive they are
It’s always best to start with a test budget. That will differ for each business type of course, but it should be sufficient enough to get you traffic that will help you assess the performance.
I recommend a test budget of $600 per month which would equate to about $20 per day. So, within a month, you’ll be able to assess the performance of the ads and search terms and adjust accordingly.
However, this will depend on the keywords you will bid on and the suggested bids. So, start by doing keyword research and use the forecasting tool to assess what you need to spend and what budget to assign your campaign.