How Much Does PPC Advertising Really Cost?
If you’ve asked around on how much it costs to do Google or Facebook ads, it’s likely that you’ve gotten a whole range of different answers. There are a lot of factors to consider around this, but it all centers around the question:
How much does Pay Per Click Advertising (PPC) cost?
That depends on what you’re looking to accomplish. You can compare it to planning a vacation. Some of the things you consider are:
- Where are you going? (campaign goal)
- What route are you taking? (advertising platforms)
- How long is the trip? (campaign duration)
- Where are you stopping along the way? (ad types and rotation)
- How much do you have to spend? (campaign budget)
How Do You Figure Out How Much To Spend?
Are you going to Disneyland or a camping trip? Building out a vacation plan generally has key factors that determine what the trip looks like. Just the same, figuring out a PPC campaign is heavily weighted around what you want the ads to accomplish, how much budget you can allocate, who you want to see your ads, and your general timeline of when you want your ads to run.
That said, it’s important to partner with an agency that can help you plan from start to finish, make sure you’re doing what you’ve set out to do, and operate within each of the platforms to ensure optimal success.
Duration is also important. Are you looking to promote a specific product or event for a limited time? Are you wanting to have top-of-mind presence in the general ad space all the time? Are you looking for consistent clients on a constant basis, or for a very specific type of client that only shows up from time-to-time?
Common PPC Cost Variables
- Ad Content Creation
- Back-end Platform Configuration
- Data & Analytics Set Up
- Keyword and Audience Research
- Campaign, Ad Group, and Ad Creation
Our cost is based on the platforms you want to use, the market you’re in, your ad spend budget, the type of ads you want to run, and a few other situational variables that determine the amount of creation that needs to happen, how many campaigns and ad groups need to be build, and whether we need to work through any particular nuances regarding the niche or region.
The platform you use also plays an important role. Like picking a vacation destination, the platform you choose to advertise on determines your goals, the look of your content, who it’s delivered to, and more.
- YouTube Ads
- Google Search Ads
- Google Display Ads
- Bing Search Ads
- Facebook Ads
- Instagram Ads
- Pinterest Ads
- Snapchat Ads
Most of these platforms have very specific audiences with very specific ways to reach them. For example, Google Ads are based on customer interest and are showing ads to people looking for things very similar already. Facebook, on the other hand, is based on creating audiences and content those audiences are most likely to engage with.
Another way to put this would be if you’re planning a trip and trying to choose between visiting a dinosaur museum, or a dinosaur theme park. Both places will give you a dinosaur experience, but the level of intensity versus education varies greatly and the cost of the two is likely also much different.
In the end, figuring out which platform is going to work best for you really comes down to strategy.
There generally isn’t a platform that performs super well in every situation. Some marketers swear by Google Ads for everyone and insist it’s the best way to advertise. And while they do have large adoption and market share, if your core audience doesn’t know your industry language and isn’t actively searching for things directly related to you, then Google Ads will likely end up spending well and performing poorly.
And we get it, this stuff can be super complicated. So it’s not a bad idea to partner with people that know what they’re doing and like to help.
That said, if you’re interested in PPC Advertising and don’t know where to start, or feel like you’re tangled in a confusing mess of keywords and audience attributes and just want someone to pull out a map and plan a good trip, get in touch with us. We’d love to talk you through it and help you plan your best trip to success!