In pay-per-click marketing, as with so many things in life, you have to spend money to make money. But how do you figure out what you should spend?
Your monthly and annual budget is a huge part of your PPC strategy, so whether you’re new to PPC or have been doing it for years, it’s worth taking a step back to figure out if you’re making the most of your spend.
The most important consideration for budget planning is your lead needs. You’ll need to sit down and figure out some characteristics of your leads, such as:
- Lead quality
- Target cost per lead (CPL)
- Buying cycle
- Visitor frequency
- Geographic location