1. 4 Factors
THAT DETERMINE YOUR PPC BUDGET

2. One of the most
common questions
we get from new
clients is..
“How much
should we
spend?”
£ $

3. Well, it depends.

4. 1
Industry

5. 1
Industry
Different industries have different CPCs
• Competitors competing for keywords
• Seasonality
• Relevance / How Niche the Products or Services are

6. 2
Location

7. 2
Location
Locations can also affect your CPCs
• Competition
• Ad Relevancy
• Local vs International Campaigns
• Regional Keywords

8. 3
Conversion Type

9. 3
Conversion Type
Defines your CPA
• Examples: Buy, Call, Sign Up and Newsletters
• Conversion Values

10. 4
Campaign Build

11. 4
Campaign Build
Although they should be scalable, the build of a campaign can affect it’s spend
• Use of Shopping Campaigns or Remarketing/Display
• Size of Campaign
• Use of Match Types
• Brand Campaigns