I’ve seen many Adwords campaigns where budgets spent have gone out of control and accounts where they weren’t spending enough. There is no right formula shall we say but there are a few factors which I feel can help you build a framework to come up with the right budget that is suitable and will help manage your expectations. When I speak to new Adwords client, the number 1 thing they always say is:
“How much does Adwords cost?”
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Most business owners I speak to generate their customers through word of mouth, referrals, recommendations, networking etc. This is all good but what it means is that you’re relying on leads which comes in dribs & drabs or in waves.
I’ve been guilty of relying on this myself and I’ve benefited greatly. They say “don’t put your eggs in one basket” and this is exactly what I’ve done in the past which came back to bite me my ass!
How to control Adwords spend on a limited budget for a niche market?
What type of online marketing do you do, if you’re on a shoe string budget? You’re business sells home ornaments and gift products and you’re trying to explore if there’s a market for your products. You have no idea what to invest. The reason you’re interested in learning more is because you’ve recently made a couple of sales on your website from customers that found your website in Google. You’ve started to research online marketing techniques such as SEO and PPC but still not sure what is out there and the possibilities, you realise you’ve neglected the online store for your main business operations instead and now is the time to do something about it.
Imagine you have a business that is doing ok, sales are here and there, but you wanted to improve it. Now let’s assume your average life time value of a customer is £3,600 over a period of 3 years or £100 per month revenue. If you could “pay” a one off amount to generate that customer, what amount would you pay? Now obviously this all depends on what type of business you’re in and the profit margins but what would that be?
We realise at this stage it’s probably too vague to come to a figure so this is how we view it, it all about reverse engineering what you think you’ll receive against the cost it will take to generate it. When we work with customers they always say “If I invest an amount, I’d expect a positive ROI, and I’d invest all day long”. What they are really saying is “I want to know my numbers” and this is where we guide the process.
Pay per click (PPC) is an amazing marketing medium. You can set a budget, spend it and you’ll know exactly what you’re ROI within a short time frame. If you compare it to offline media, such as radio, flyers, magazine advertising, yellow pages etc, the ROI might not happen straight away if any at all. There’s a time and place for offline marketing but if you’re a business owner and you want results straight away like yesterday, then PPC is the way to go.
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