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CO2 Blast Cap - Paid Search

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Why You Need To Budget for Paid Search in 2017

Rachel Betterbid, Senior Inbound Strategist, Coalmarch Productions

Today’s Discussion: Why You Need To Budget for Paid Search

in 2017Have you determined your marketing

budget for the upcoming year?

PPC stands for pay-per-click, a model of online marketing in which advertisers pay a fee every time one of their ads are clicked.

What is PPC Advertising?

You pay search engines to display your business's ads at the very top of the “ad”

section of the listings page.

How Does PPC Work?

1. You can capitalize on user intent by advertising to those already searching for the

services you provide.

Why PPC Makes Sense For Your Business

2. You can meet people at their exact point of need, with the right message in the right

context.

Why PPC Makes Sense For Your Business

3. There is a lot of flexibility with spend and you can maximize your budget by seasonality.

Why PPC Makes Sense For Your Business

4. You can use data to assess performance and make executive decisions.

Why PPC Makes Sense For Your Business

5. Regardless of whether a click becomes a lead, you help increase brand awareness - for free.

Why PPC Makes Sense For Your Business

6. You can generate cost effective leads and, essentially, purchase new customers.

Why PPC Makes Sense For Your Business

7. The landscape of search engines has evolved throughout the years, and paid ads are the very

first thing that a user sees.

Why PPC Makes Sense For Your Business

Google - Way, Way Back

Google - About Two Years Ago

Google - Present Day

In 2016, users are looking for immediate

gratification, and are making

decisions faster than ever

Google - Present Day

More than 60% of searches are performed on

mobile devices rather than desktop

or tablet.

Even if your keyword rankings are strong, you still have to compete with so many other

listings for visibility, especially on mobile.

Great Keyword Rankings Aren’t Enough

Now that we know the benefits of PPC and why it makes sense for your service-based company, let’s

talk about performance.

Let’s Talk About Performance

In 2016, Coalmarch managed over $1,000,000 in ad spend. We saw the following averages:

● Cost per click of $8 ● Conversion rate of 13%

● Cost per lead of $65

Paid Search Averages

On average, our clients are purchasing new customers at around $130.

Paid Search Averages

Why You Need To Budget for Paid Search in 2017

Rachel Betterbid, Senior Inbound StrategistCoalmarch [email protected]

linkedin.com/in/rachelbetterbid