3 Questions You Need To Answer Before Beginning Paid Advertising
August 25, 2016
So you’ve you decided you want to start PPC advertising, but now you are asking, “Where do I start?” 3 of the most common questions you should ask are:
- Where should I advertise?
- How much should I spend?
- What should my goals be?
We will discuss these questions and hopefully give you some answers to help you get started.
1) Where Should I Advertise?
When it comes to PPC, there is no larger platform than Google. Google has spent millions of dollars in time and development to create a powerful engine, but is it right for you? Is your market highly competitive? Are you an innovative product or service that no one knows they need yet? It may sound cliché, but really the answer is, “it depends.”
If you are a local clothing boutique you might choose to advertise on Facebook so that you can stretch your dollar, as well as target a more niche audience. If you are a well known financial institution you might choose to use Google, to target a broad range of financial services. There is no “one size fits all” and the platforms available today are as varied as the advertisers using them. Here are highlights of four major paid search platforms:
- Google: Google offers the largest “network” and reach. It easily connects to analytics to help with tracking and there is no minimum buy-in – so spend as little or as much as you want.
- Bing: Almost a mirror image of Google, Bing allows advertisers to easily reach users who might not be on Google, and generally allows for lower spends and higher returns
- Facebook: The largest social network. If you are a B2C business, more than likely, your audience is here. Facebook allows for very targeted campaigns and allows advertisers to hit new audience members they may not have reached before.
- LinkedIn: Like Facebook, you can target niche groups for your adverting goals. LinkedIn is great to target business-minded professionals, however, do not expect the cost to be as low as Facebook. Most advertisers can expect to pay $4 – $5 per click, with a lower click through rate.
2) How Much Should I Spend?
Just as important as where, how much is not the same for everyone. You can ask your agency or you can research yourself, but there are many factors that can impact the effectiveness and the amount of your budget:
- Competition: How many competitors are in your space? Are you trying to compete with big box stores?
- Seasonality: What are you selling? You might be a seasonal business who only needs to advertise a few months a year versus another advertiser who needs their budget to cover all 12 calendar months.
- Location: Some areas are more expensive than others. A pool maintenance company in Florida might need to spend double the amount than one in Ohio.
- Reach: Are you only looking to reach a targeted audience? Are you only performing radius targeting? The smaller the area and reach the more effective a small budget can be.
- Goals: Are you looking for brand awareness? Or are you looking for direct actions? Depending on what your goals are, you might have different budget needs.
3) What Should My Goals Be?
It is very easy to have information overload and try to focus on all metrics all of the time. However, as true as it was before, every business is different. If you are building your sales pipeline, then you would focus on conversions. If you are on online retailer, you would focus on sales. It is also OK to adjust goals as you further flush out your strategy.
Getting started in PPC doesn’t have to be an expensive learning lesson. It is important to do your research or work with an agency that understands your goals and can help launch an effective strategy. Just remember that what works for one business or competitor, may not always work for you and your business. Your plan should be as unique as your organization.
Browse By Category
Faster, Easier Mobile Lead Generation with Social Lead Ads
Explore how lead ads work, what effects they can have on mobile conversion rates and next steps for rolling out campaigns across social channels.
What the State of PPC Report Reveals for 2018
This year we had a great turnout of responses and some mind-blowing insights to share with you. Join Hanapin's President Jeff Allen as he walks through what we found in our State of PPC Report for 2017-2018 and where the industry is going.
Bing Ads Content Data To Be Deleted
Bing Ads is Deleting Content Data. What you should know and do before-hand.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
What Will 2018 Hold for Social?
In this webinar, join AdStage’s JD Prater and Hanapin’s Steve Burnett as they look into the next year and show you what to look forward to in the social advertising world.
Why Brand Ad Campaigns Are Important
Explore reasons why you should consistently bid on your brand name and gain more real estate in search results for branded searches.
How To Better Organize Your Shopping Campaigns: A Tiered PLA Structure
Part 1 of 2 in Shopping structures for PPC accounts. Learn how to organize your PLA campaigns using a tiered prioritization strategy.