Managing Your PPC Budget
Written by joseph on July 3rd, 2007 in General, Introduction, PPC Guide.
Every PPC campaign should have a budget. The ads will be delivered in the search engines until the daily budget is reached. In order for the campaign to be effective, the budget needs to be sufficient. An effective ad spend budget usually starts at about $400 per month and goes up from there based on the competitiveness of the industry, geographic target and the number of keywords you are targeting.
If your market is local, your budget can be significantly lower. The Real Cost Of A Low BudgetPutting tight constraints on your PPC budget will decrease the effectiveness of the campaign and can, in fact, render completely miserable results. Consider the following:
◊ Your PPC ads will display until your daily budget is reached. If there is a lot of activity on a phrase, you may run out of your daily budget by 9 AM.This doesn’t give your business exposure long enough to see results.
 ◊ Given a low PPC budget, your campaign will need to be focused on just a few keyword phrases and may only run in one PPC engine. Again, this decreases exposure to the point that no results may be seen.
 ◊ A low PPC budget is very difficult to assess the performance of the campaign due to low click rates.