Given the significant interest among businesses about how much to spend on Google AdWords or other PPC here is a quick answer: you can really decide to spend as little as $1 a day and see how you go. Sounds like a "pennies a day" magazine subscription pitch but the fact is that you can stop anytime. You really do not sign up for the whole year month or even week. Here are some points to remember about PPC advertising budgets:
- Cap your budget at $1/day: Only PPC like Google AdWords allows you to cap the budget. OK you might not get a lot of clicks but you'll know exactly what is happening. Like which keywords resulted in which Ads being shown and clicked. What exactly did your web visitors do after they landed on your web page giving you clues about how to modify your landing page, navigation, SEO etc.
- Focus geographically: You must focus geographically on the areas that you can serve. If you are a landscaper/lawn care company, you cannot serve areas beyond say 20-30 miles. So what's the point in advertising where you cannot service customers?
- Measure,Measure,Measure: As noted in earlier posts - the best thing about PPC is that you can measure results right up to what orders you get.
And what if you have a large overall advertising budget? In that case you do not spend all your advertising money on PPC but do put in the measurement processes in place for PPC as well as for the off line advertising as best as you can. A simple way to do this is to ask when someone calls you - "How did you hear about us?" People will normally tell you the last piece of advertising that encouraged them to call you and it’s useful to know if it was your direct mail coupon which helped.
To summarize, we do not advocate that you spend only on PPC but we do suggest that if you want either awareness, enquiries or orders it's both useful and affordable to start advertising PPC like Google AdWords. Contact StratoServe .