Today we will talk about how to allocate the optimal budget for PPC advertising.
Look at the data.
⠀
If you have any data on PPC advertising, you have to calculate the bid price, divide the amount spent by the number of applications.
⠀
Then you need to figure out how many of these applications a day the sales department can process, and multiply that amount by the number of days in a particular month.
⠀
Then multiply the amount by the bid price, so you get the budget.
⠀
Important:
⠀
Count only the working days of the month (when the sales department is working), and consider the number of applications that the sales department can process daily.
You can and should consider the budget for each advertising channel separately, because they have different efficiency and the volume of leads.
⠀
We believe:
⠀
The method helps to determine the order of numbers, but does not give an accurate picture.
⠀
You can estimate the budget in this way only for search advertising in Direct and Google Ads. For calculating the advertising budget in the Yandex Advertising Network and CMS, the method is not suitable.
⠀
First, select the section/service you want to advertise for, then collect semantics, or Yandex Wordstat.
⠀
Select a region, collect 20 to 30 keys for each section/service, and you can count the statistics on negative words.
⠀
Then, using Yandex’s Budget Forecast service, generate a forecast (using previously collected figures) to figure out the total cost of clicks, adding 20% (including VAT).
⠀
You’re going to have to read the price of one click and one lead, and you’re going to need conversion data.
⠀
Google has a similar planner: Keyword Planner. It’s the same plan.