How to Plan Your Paid Advertising

How social media builds loyal fans
pay per click

Today, we’re releasing the first in a two-part series to help you plan your paid  advertising initiatives. As paid content will continue to grow in its importance in the  coming years, we thought an end-of-the-year/prepare-for-2023 checklist would help  many of our readers with their upcoming marketing planning. Let’s start by focusing on  Pay-Per-Click through Google Ads. 

First, understand your profit per purchase 

Do you know how much profit there is in your big-ticket items? Let’s assume you’re a  caterer with a staff of 2 and that you primarily work during the spring to summer  wedding season. You also offer wedding planning and other services as potential  upsells. 

When it’s all said and done, how much profit (not revenue) will you make from a single  event? Do you know your profit on those upsell items as well? Do you have a full grasp  of your employee and overhead costs? 

You must understand these basic numbers before moving forward on a Google Ads  Pay-Per-Click campaign. 

Next, calculate your available “wiggle room” per purchase 

Now, how much of that profit do you need (as the business owner) for your everyday  living expenses? In other words, how much of that profit can you reinvest into  marketing services? If you can set aside even $5 per day, that’s a good start.  

Essentially, we’re helping you decide on your marketing budget because Google Ads  are based on a bidding system. You need to know upfront how much you’re willing  (and able) to spend before beginning to plan your paid advertising campaign. 

Now, develop your “Buyer Persona” profiles 

It doesn’t necessarily matter whether you call these Buyer Personas Target Markets or  Ideal Customers.  

What is important is that you know exactly who your audience is and what they are  looking for from your company. 

Questions to ask yourself include: 

• What are their pain points? 

• Where do they go for information? 

• What is their stage of life? 

• What solution does your company provide to its pain points? 

• What type of content speaks to them? 

• How can you get them into your buyer’s journey workflow? 

You may be tempted to think “I already know this”, but trust us: it’s helpful to revisit  these once in a while (and write them down somehow to refer back to in the future).

Finally, decide who will manage your PPC campaigns 

Pay-Per-Click (PPC) campaigns need to be proactively managed as you evaluate  keywords, ad placement, budgets, click-through rates, and more. This isn’t necessarily  a full-time job, but it will take substantial time to manage properly. 

Think of it another way: if you simply set a high budget without proactively managing  your PPC expenditures, you may end up throwing money out the window that could be  reallocated in more effective ways. So, decide who on your staff can handle it or… 

Plan your paid advertising with an agency 

Many of the above tips and steps are easier when you work with an agency. Our team  helps your company not only plan its paid advertising campaigns, we can run them for  you. Let us know if you’d like to schedule a time to learn more about our PPC services. 

And be sure to check back in two weeks when we release our second part in this series: how to plan your social media paid advertising.