PPC (Pay Per Click) advertising is adopted and used by almost all the brands and marketers. It is a popular way to embrace advertising as it offers a flexible way to promote your products and services.

Search Engine Land columnist Jeff Baum has offered an in-depth guidance to help marketers set smart budget for their PPC campaigns.

Baum says, “Budgeting is one of the most important components of pay-per-click (PPC) account management.

They are a direct reflection of a campaign’s priorities and are the bridge that ties strategy and tactical execution together. Without well-thought-out budgets, a PPC program can never reach its full potential.

This article discusses how to think through the budgeting process to ensure priorities are met and goals are reached.

Budgeting: The fuel that makes strategy go

One of the best analogies between budgeting and strategy is an automobile.

Think of strategy as the vehicle and budgeting as the fuel that runs the automobile.

Without a vehicle in place, there’s nowhere to insert the gasoline. This is the way that I think about the relationship between strategy and budgeting: Without a proper strategy in place, there is no mechanism for determining where to invest money allocated to PPC”.

Invest in a killer PPC campaign by using these smart budget strategies

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