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A Budget Calendar for Pay-Per-Click Advertising
When it's time to strategize a plan for your Pay-Per-Click (PPC) spending, create a PPC Budget Calendar that maximizes the ROI. It documents important events, goals, media buys and other activities in your marketing and sales cycles affecting campaign performance. You'll have a head start on pulling in qualified leads at the most opportune times. Consider these factors when creating your Calendar: Media Buys: Keep in close communication with your Public Relations department, and familiarize yourself with the company's media schedule for the year. Allocate extra funding to support interest in your product or service when media drops. Also ask your PR department to communicate any timeline changes as they may affect how you use your budget. Season: Know the buying cycle in your industry, and evaluate peak and valley seasons for both your marketing campaigns and sales efforts. For instance, if you are in the travel industry, think about your peak booking season, and hit this popular window with a higher PPC budget. It may also be a good idea to allocate additional funds to the few months prior to this peak booking season for those who may be in the research phase. If you are in a consumer goods market, assign additional funds for your PPC campaign during the holidays or other relevant, peak seasons. During valley seasons, when sales are slower, focus on branding and educating your audience. Big Events: Note the big events that affect your industry. These might include tax season, Valentine's Day or a new product launch. It's important to spend more money on your PPC campaigns during these times in anticipation of higher demand and interest, as well as greater competition with other vendors. Conversion Goals: If you've set conversion goals, such as e-newsletter signups, purchases, brochure requests, or phone inquiries, plan to increase the budget during each high season. How do you learn when that is? Evaluate historical data to see when prospects are most likely to request certain collateral. For example, a travel company may not expect a high number of vacation bookings during its valley season, so it focuses on brochure conversion rates when it makes the most sense - during the research months for travelers. Competitors: Keep in mind that your competitors have probably developed a PPC Budget Calendar, too. Watch for events they prioritize. During these peak times, you may want to earmark certain funds for increased Cost-Per-Click (CPC), allowing you to compete for position in the same advertising space. On the other hand, if your budget is limited, a better strategy is increasing your spend during a competitor's valley - getting you better visibility for a lower bid. Product Promotions: Stay in touch with your marketing department to learn about upcoming product promotions, and revise your campaign's creative to showcase them. When advertising a discount, for example, spend the PPC budget needed to maximize the return on investment. Changing Creative: Your PPC Budget Calendar should always include adjustments to PPC creative reflecting each of the factors above. For instance, during tax season, a non-profit organization may revise its creative to mention how someone's tax refund can benefit its cause. During peak booking times, a travel company might include "Book Now" calls to action, and during the valley booking seasons, might include "Request a Brochure." Getting in synch with the ebbs and flows of your business year will prove a cost-saving, conversion-creating endeavor. Your Calendar will become a handy template for year-to-year use, easily adjusted to new dates. |
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Need a refresher on writing the creative for a pay-per-click (PPC) ad? Write copy relevant to the stage of the buying cycle you're hitting. Remember that the searched keywords will be bolded in the results, so use those terms in the Title and/or Description where possible. Capitalize the first letter of each word in the Title and Description for a clean look, and of course, include a specific call to action that compels the searcher to take the next step. |
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| MGMA Hires 90octane for Online Lead Generation Program 90octane Promotes Klostermann, Roth and Shepherd Things are about to get hairy. 90octane kicks off its 2nd annual Mustache Challenge on March 17th! Staff, clients and friends will race to grow the most stunning 'stache. And 90octane will donate $500 to the charity of the winning challenger's choice. Interested? Visit the Mustache Challenge website, or email mustache@90octane.com. |
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90octane is an interactive marketing agency that specializes in online lead generation and search engine marketing. We help our clients gain visibility and generate qualified sales leads.
90octane 1900 Wazee, Suite 350 l Denver, CO 80202 720.904.8169 l info@90octane.com www.90octane.com |
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