S1:E4 – What Will A PPC Campaign Cost?
There are many different factors that
can impact the cost of a pay-per-click advertising campaign, but here’s just
four. Firstly, Google runs its advertising platform on an auction system, and like a real life auction, the more bidders there are involved, the more expensive it can become. Secondly, how generic or specific you are with your choice of keywords
will affect your ad spend and the outcome of your campaign. Thirdly, your
website and its ease of use, is analysed by Google. Poor websites are often
penalised, whereas good websites, which are easy for users to use, are often rewarded. And fourthly, if you’re going to use an
ad agency to manage your campaign, you need to take their fees into
consideration. One thing’s for sure, time spent up-front doing thorough keyword research will maximise the chances of your campaign giving you a good return
on investment. Remember; “Proper Planning Prevents Poor Pay-Per-Click Performance”.