Tuesday, 30 September 2014

Trouble Determining PPC Budget Numbers? This Will Help

Everyone knows that you want your PPC budget to be just enough to make you a profit. But you have to have an initial budget to test how much you can get for each dollar you put into paid search advertising, or pay per click advertising (PPC).
Having this budget ready to go before you start creating your PPC strategy is crucial. Your budget may very well change over time, so it’s important to understand how to set a budget and why it matters. Fortunately, it doesn’t have to be as overwhelming as many may think.

Setting Up an Estimated PPC Budget

The reason that so many people dread determining PPC budget numbers is because there are many different ways to get to your rough estimate. In the end, your goal is to perfect your budget, but your initial PPC budget has to be a good solid estimate.
SEO agencies can help you perfect your budget in the end, but it helps a lot to have your own idea of a PPC budget before you even speak with an SEO agency. It’s not completely necessary, but again, that ballpark estimate will help speed up your path to success.
Below are two choices you have for coming up with a good initial budget.

Choice #1: Think About Your End Goal

What you need to do here is think of an end-goal. Whether it be to have a certain amount of sales dollars, producing a number of leads, etc. Once you have your end goal in mind, think about the target CPA and do the math from there. In other words, work backwards.
Wordstream wrote a great article discussing the importance of working in a specific order to come up with your budget. You have to first know the answers to the following questions:
  • What is your goal cost per lead? Ex: $30 per lead.
  • What is your new client goal per month? Ex: 150 per month.
  • What is your average close rate of leads? Ex: 12% close rate.
Once you know the answers to these questions, you can start putting some numbers together to come up with a rough PPC budget. Using the numbers from the questions above, this is the way that the math would look:
  1. Find how many PPC leads you need. For 150 clients from a 12% close rate, you need to do this math: 150/0.12 = 1,250 PPC leads.
  2. Determining PPC budget. Take your number of leads and multiply that by your goal cost per lead: 1,250 leads X $30 cost per lead = $37,500.
Of course the value of a lead will depend on several factors including geography, bounce rate, interaction, etc. So there are ways to better control this quality (such as using negative keywords).

Choice #2: Analyze Your Past PPC Campaigns

If you had a PPC campaign in the past, you can use some of that data to help you determine where to set your budget this time around. Look at what worked and what didn’t for the goal you had in mind. For example, if you had a goal cost per action (CPA) of $200, go look at what you spent previously and see what met that mark.
Once you have narrowed down what worked, look at the impression share. Those with low impression share will give you the chance to earn more volume by having a larger budget (or increasing your bids). You then need to ask yourself, “How much additional budget will I need based on the current impression share?”
When you add up all of your estimates you’ll have a rough budget.

The Takeaway

Once again, the above options are very basic in nature. When you start working with an SEO agency or expert you can start to get into quality aspects and other factors that might come into play. Until then, having an idea of your budget is an important thing to keep in mind as you start talking to more professionals or creating a strategy.
Robert Brady, head of PPC at Righteous Marketing, said it best when he talked about the importance of understanding your own budget:
“Optimization implies choosing better options over less desirable options. Without knowing all constraints, of which budget is a MAJOR one, it is very difficult to make the best optimization decisions.”
Source;  http://smallbiztrends.com/2014/09/determining-ppc-budget.html

Friday, 5 September 2014

Internet Marketing Methods for Small Businesses

Internet marketing is a powerful marketing strategy for businesses. It is gaining the attention of small business owners because of its effectiveness. Internet marketing is aimed to enhance the business in a better way to build brand image, customer relationship, customer retention, increase sales, etc. Following are some of the methods of Internet marketing for small businesses.

Different Methods of Internet Marketing:

  • Search Engine Optimization: SEO is a method where different strategies and techniques are used to improve a website’s rank in the search engine result pages. These techniques help search engines like Google, Yahoo and Bing find and rank the website in the first page in response to a search query made by a user. If your business website appears in the first page visitors will consider your site as trustworthy and reliable. Moreover, you will have more traffic as people are more likely to click only the results in the first page.

  • Email MarketingThis helps you send commercial messages about your products/services to your potential customers. These emails contain information related to your company's products, services, special offers, latest updates, discounts, etc. E-mail marketing takes less time, effort and money to do the campaign compared to other marketing methods.

  • Web Banner AdvertisingWeb banner ads appear on some websites giving link to your website. This can be in the form of content, audio, video or a combination of all three. You can give ad on new products or special offers with attractive content, colours and graphics. Customizing your ad for your potential audience helps in attracting and engaging the audience and will eventually lead to traffic and sales for your business.

  • Social Media MarketingSocial media as a means of marketing is gaining a lot of attention and popularity. With this form of marketing, you can gain the attention of online users to your business. By creating professional and attractive content for social media campaigns your visitors will not only like it, but will also share it. In this way, your business will gain credibility among the online audience. Social media marketing is an inexpensive marketing strategy for small businesses.

  • Mobile Advertising: Mobile marketing is a process by which, you can market your products/services via mobile devices to your targeted customers. This form of marketing helps you reach a huge number of mobile users. This form of marketing is also inexpensive and requires less effort and time.

Because of the benefits of Internet marketing, small businesses should leverage the benefits of it and apply these techniques to get targeted leads, increase in sales and higher profits.

Source; http://www.sbinformer.com