PPC is an extremely effective way of driving growth and raising awareness for your business. However, as the famous saying goes ‘you have to spend money to make money,’ and unfortunately, PPC is no exception to the rule.
What Is The Cost Of PPC?
There’s no one-size-fits-all package when it comes to PPC, and rather, it depends on the budget and needs of your business. Different goals, industry benchmarks, and competitor behaviour can all have an impact on the cost of PPC.
Effective Ways To Reduce The Cost Of PPC
Whilst PPC does require an investment, there are ways to ensure that you’re not spending unnecessarily on activity that doesn’t work for your brand. We’ve listed some of the things that you can do to reduce the cost of PPC as much as possible, whilst still seeing improved performance for your business.
Remove Budget Waste
As an agency, the first thing we do when looking into an account is identify areas of budget wastage. When identified, this is one of the quickest – yet often overlooked – ways to improve ROI.
For example, in almost every audit we conduct, we find that brands are spending money in countries that aren’t actually being targeted, essentially wasting budget. Immediately, this is an area where we would take the budget and re-allocate to high-performing areas that work for the client.
In many scenarios, brands and advertisers might not recognise exactly where spend is being wasted, which is why it’s important to keep a close eye on performance of individual ads, campaigns, and assets.
Defend Against Click-Fraud
Did you know that fraudulent clicks can account for around 20% of a brands website traffic?
Fake traffic can hugely affect a brand’s ROAS, with fraudulent clicks never converting and therefore warping analytics and actual profitability from credible sources.
Whilst Google claim to remove these clicks, we still find unusual activity within accounts all the time. This is similar across Microsoft and Meta.
Lunio, a click-fraud protection tool, assists advertisers in catching ad traffic data to build exclusion audiences, and in turn, block invalid traffic that can damage campaign data.
Optimise Your Website Experience
One of the other key elements to help drive solid performance and improve ROI is conversion rate, which can be optimised by focusing on enhancing the customer journey on your website, especially once a potential customer has clicked on an ad.
Aligning the messages that your ads and landing pages are conveying is super important to ensure that the user journey is as seamless as possible.
Platforms such as Salesfire have been designed to help brands increase website conversion rates, and provide advice and guidance on how to best set up your ecommerce website for success.
Work With A Specialist Agency
Whilst typically, having an agency manage your PPC ads comes with a management fee, which might be seemingly counter-productive to reducing the cost of PPC – it’s the best thing you can do to hit your long-term goals and save money.
Specialist PPC agencies have the insight and knowledge available to hit the ground running and recognise straight away where spend can be reduced or reallocated. Their expertise and resources means that they can help reduce the cost of PPC through:
- Experience working across different brands and industries;
- Remaining up-to-date with PPC trends and updates;
- Knowledge-sharing amongst a team of PPC experts;
- Access to a network of important partners, professionals, and training.
Ready To Drive Growth With Effective Budget Management?
Circus PPC Agency are focused on identifying and removing wasted spend, reallocating budget to high performing areas to drive ROI and business growth. To find out how you could reduce the cost of PPC and see a better return on investment, contact us for a free account audit.