In the world of PPC, where every click matters, budget efficiency plays a crucial role in driving account performance and ensuring that your PPC budget is allocated in the most effective way possible.
In this blog post, PPC Executive, Donya, delves into the powerful impact of budget efficiency and how as a PPC agency, we use it to drive results for our clients.
How Can I Best Allocate My PPC Budget?
In order to get the most from PPC activity, effective budget management is key.
Through campaign data analysis and correctly identifying areas where budget might be being wasted, advertisers and businesses can make sure that their PPC budget is reallocated to the most profitable account activity, including high-performing campaigns, ad groups, and keywords.
By mastering budget efficiency, you can ensure that every penny invested in PPC generates a significant return.
3 Steps To Budget Efficiency
Whilst every account and client is different, with varying pain points and strengths, there are some steps that will work for everyone when it comes to driving effective budget management.
Here’s the three things that, as a PPC agency, we never miss when it comes to making better budget decisions for clients:
- Eliminating Wasted Budget:
One of our primary objectives as an agency is to identify and remove wasted budget for our clients.
Through meticulous analysis and monitoring of campaign performance, we can identify underperforming keywords, ad groups, or campaigns that are draining budget without delivering desired results. By eliminating the areas of wasted budget, we’re able to redirect budget towards more productive avenues, which in turn, maximises ROI for clients.
- Optimising Campaign Structure:
A well-structured PPC campaign can lay the foundation for success and as a specialist PPC agency, we possess extensive knowledge and expertise in campaign structuring to ensure that budget is allocated strategically across different campaigns and ad groups. By grouping keywords effectively, optimising ad copy, and fine-tuning bidding strategies, we know how to help our clients achieve a higher CTR, lower CPC, and ultimately, drive more conversions.
- Continuous Monitoring and Data Analysis:
It’s crucial to continuously monitor and analyse campaign data in order to drive budget efficiency and best allocate PPC budget.
Using reporting tools and technology to monitor KPIs such as CTR, CVR and CPL, we can identify trends, spot opportunities for improvement, and make data-driven decisions to optimises PPC campaigns for success.
What Other Factors Can Affect A PPC Budget?
There’s no ‘one-size-fits-all’ for managing your PPC budget, so being aware of the surrounding factors is essential to make sure that you are driving budget efficiency where possible for clients.
One important factor to take into account is seasonality, which fellow PPC Executive, Claudia, spoke about in her recent blog here.
During super competitive times such as Black Friday, it’s common to see an increase in competitor activity, which in turn, can affect budget efficiency and allocation due to an increase in CPCs. However, seasonality can also work in favour when looking to efficiently allocate PPC budget, as conversion rates tend to increase during these times, with more consumers shopping with the intent to purchase.
Basically, preparing for the external problems that could arise and affect a client’s budget, paired with continuous performance and data analysis, is the best way that you, or your PPC agency, can reach success when it comes to driving budget efficiency.
Case Study: Miele
PPC testing plays an essential role in driving budget efficiency, as this is what allows us to explore and understand the most efficient, high-performing campaigns and account details.
This is what we did for longstanding client, Miele, when they wanted to provide extra budget, to ensure that it was being spent in the most effective and efficient way possible. As we’re a PPC agency focused on identifying and removing wasted budget, we also make sure to explore how to best re-allocate said budget.
Conducting a 30-day test on products within a certain category to highlight how it could help drive budget efficiency, we saw the following results:
- 182% ROI increase
- 275% revenue increase
- 400% sales increase
- 64% cost-of-sale decrease
Read more about the work we did with Miele here.
To find out more about how we could better help you drive budget efficiency and best allocate your PPC budget, contact us here.
Testing Series: Part 1 | Why Should I Be Testing?
Testing is one of the biggest and best ways for us, as an agency, to figure out how we can best help our clients to drive performance and reach their business goals. PPC testing can often lead to discovering new, exciting and effective ways of driving success for clients.
In a forever changing industry, testing is an essential part of a successful PPC strategy. As PPC specialists we must be consistently testing and measuring in order to gain advantageous insights which we can use and adapt to generate the best results possible for our clients.
PPC Executive at Circus PPC, Donya Broadhead, looks into the importance of PPC testing and shares her own recent findings following testing within a retail client account.
PPC is hard.
It’s commonplace for issues and challenges to arise, and testing is required to ensure that all necessary avenues are explored to find the most suitable and effective way of working to drive performance across client accounts.
However, what works for one account won’t necessarily work for another, so testing needs to be continuous, consistent, and measured in order to discover what works best for individual clients.
One of the biggest benefits of putting time into testing is that, when it works, it can be applied to other accounts that it might also benefit. If it improves account performance, that’s great. If it doesn’t, further testing can be done to find what can improve said accounts.
Case Study: Product Feed Optimisation
Recently, I conducted a testing experiment for one of our retail clients over a 30-day period, which led to some fantastic results as detailed in the table below.
The client was looking at providing more budget, and testing enabled us to work out how we could maximise performance with this extra budget.
For us, this was the best time to test as we’d recently implemented Performance Max (which was still in its early stages of being implemented by agencies) and said campaigns were therefore still in a learning phase. Anything that we learn and works for our client throughout this phase, we can implement going forward to our client’s advantage.
The test looked at how adding product types into the product type section of our client’s Shoptimised feed (which feeds into the Merchant Centre) could improve performance of specific individual products. The product types were used as keywords to give the algorithm signals as to what the products were and how they were defined.
As you can see from the table above, the difference between products with extra product types added compared to those without is significant – with the extra product types group leading to a 275% revenue increase and 88% ROI increase over 30 days.
Due to the success and fantastic results of the test, the updates to the product feed are now being rolled out across all Performance Max campaigns.
What have we learnt?
We’ve learnt how effective optimising the Google Shopping Feed can be when it comes to improving performance.
Our commitment to continuous improvement across client accounts is what led us to this particular test, and allowed us to discover an entirely new way to maximise performance for our client.
For more of the work we’ve done across client accounts, visit our case studies page here.
Meet The Team – Donya
Donya is the newest member of the Circus PPC team, and joins us as a PPC Executive having previously worked on PPC accounts at a digital marketing agency, and having gotten into marketing whilst she was running her own business in the beauty industry.
Find out more about Donya here…
Name: Donya
Date Started at Circus: May 2022
What first made you want to pursue a career in PPC?
I feel like PPC is such an exciting and ever-changing field and allows me to be both analytical and creative.
What’s your favourite thing about working at Circus?
The fact that everyone is so lovely and welcoming and really supports each other. I also love that Circus is a specialist PPC agency and everyone here is a Google Guru!
Who is your dream client?
I am a big Molly Mae fan so it would have to be her tanning range!
If you could solve one PPC issue forever, what would it be?
It would be the confusion surrounding what constitutes as an ‘active user’ for remarketing lists.
What’s your dream holiday destination?
Oooh it would have to be the Maldives, for that once in a lifetime trip. Possibly for my honeymoon! Watch this space…
What would your desert island meal be?
Pizza… Margherita pizza with chips! I am a massive chip lover.
Tell us something about you that might surprise people.
I survived an earthquake in Nepal back in 2015 whilst I was doing volunteer work. It was a very scary and surreal experience.
If you could guest star on a TV show, which one would it be and why?
Selling Sunset – I would love to have a nosey around some of those out of this world homes!
Home or Office?
Office
Morning or Evening?
Morning
Dog or Cat?
Dog
Countryside or City?
Countryside
Spender or Saver?
Spender
Coffee or Tea?
Coffee
Summer or Winter?
Summer