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Why You Need To Budget for Paid Search in 2017
Rachel Betterbid, Senior Inbound Strategist, Coalmarch Productions
Today’s Discussion: Why You Need To Budget for Paid Search
in 2017Have you determined your marketing
budget for the upcoming year?
PPC stands for pay-per-click, a model of online marketing in which advertisers pay a fee every time one of their ads are clicked.
What is PPC Advertising?
You pay search engines to display your business's ads at the very top of the “ad”
section of the listings page.
How Does PPC Work?
1. You can capitalize on user intent by advertising to those already searching for the
services you provide.
Why PPC Makes Sense For Your Business
2. You can meet people at their exact point of need, with the right message in the right
context.
Why PPC Makes Sense For Your Business
3. There is a lot of flexibility with spend and you can maximize your budget by seasonality.
Why PPC Makes Sense For Your Business
4. You can use data to assess performance and make executive decisions.
Why PPC Makes Sense For Your Business
5. Regardless of whether a click becomes a lead, you help increase brand awareness - for free.
Why PPC Makes Sense For Your Business
6. You can generate cost effective leads and, essentially, purchase new customers.
Why PPC Makes Sense For Your Business
7. The landscape of search engines has evolved throughout the years, and paid ads are the very
first thing that a user sees.
Why PPC Makes Sense For Your Business
Google - Way, Way Back
Google - About Two Years Ago
Google - Present Day
In 2016, users are looking for immediate
gratification, and are making
decisions faster than ever
Google - Present Day
More than 60% of searches are performed on
mobile devices rather than desktop
or tablet.
Even if your keyword rankings are strong, you still have to compete with so many other
listings for visibility, especially on mobile.
Great Keyword Rankings Aren’t Enough
Now that we know the benefits of PPC and why it makes sense for your service-based company, let’s
talk about performance.
Let’s Talk About Performance
In 2016, Coalmarch managed over $1,000,000 in ad spend. We saw the following averages:
● Cost per click of $8 ● Conversion rate of 13%
● Cost per lead of $65
Paid Search Averages
On average, our clients are purchasing new customers at around $130.
Paid Search Averages
Why You Need To Budget for Paid Search in 2017
Rachel Betterbid, Senior Inbound StrategistCoalmarch [email protected]
linkedin.com/in/rachelbetterbid
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