Budgeting is key to any successful AdWords campaigns.
All businesses exist to make money and without a smart budget, you’re going to make your job ten times harder.
Ask some of these questions to set your budget priorities and make sure you’re delivering the best results you can get.
What are your goals?
Before going anywhere, you need to set your PPC goals.
You should always start with your business aims and make sure your PPC goals feed directly into them.
Make sure you get these agreed and set aside time to review them to make sure they’re still relevant to your developing business strategy.
Your goals will determine your priorities – and help you to divide your budget, time and attention to specific areas of your account.
If you’re struggling, try PPC Hero’s guide to setting PPC goals.
What is your strategy?
Whether you’re a serious AdWords master or just dipping your toes in, you need to set a strategy. For the more experienced, it’ll be a tighter, more prescriptive strategy and for beginners probably more of a loose guide.
Either way, you want to have something you can refer to regularly to make sure you’re on track.
Analyse your account
If you have an account that’s already running, you’ll want to take stock. How is it going? What’s driving conversions, what’s costing too much, and which areas are (and aren’t) meeting your goals?
Keyword research and competition
You’ll also want to look at your competition, search volumes and the state of the market place you’re entering into.
With this in mind, you’ll need to set the basic management philosophy of your account. Use your goals and priorities (and anything you’ve found from analysing your current account).
Day to day management
This is where you translate the broad philosophy of your account into specific tasks. How will this affect day to day management and the types of campaigns you’ll run?
This is where you set your budgets. Use your goals, priorities, account philosophy and your day to day management strategy to allocate your budgets.
With this approach, your budgets should match the key aims of your business.
Reviewing and editing your budget
Now you’ll have a general idea of your budget allocation across the account, but surely it can’t be that simple?
Unfortunately, no. It’s usually not.
You’ll also want to consider:
- Which campaigns are most profitable?
- How to edit budgets through busy and low seasons
- Which attribution model best fits your business?
- Should you be putting budget into loss-leading campaigns which contribute to goals?
- How does brand awareness fit in?
You’ll want to invest in what you know works. But avoiding experimentation could lead to a stagnating account which, over time, is unlikely to improve and expand into new opportunities.