More importantly, you have to consider their conversion rates to help you determine your ad budget. The click-through rate of ads depends on your industry and the goal you want to achieve with them. WordStream released a study that shows the average CTR of each industry, among other factors. But instead of worrying about these things, head on over to Peer Analytics’ Free PPC Budget Calculator. By entering your keywords, the tool shows you the estimated daily and monthly spend on your ads. This way, you remove the guesswork so you can develop your campaign based on these figures. Aside from these things, here’s what else you can do to optimise your PPC campaign: • Market to small ad groups - Focus on a specific group of leads using ad text that appeals to them. This will keep your campaigns organised and effective. • Exclude negative keywords - Perform keyword research to identify and exclude irrelevant keywords. Your goal is to prevent them from showing up in results for searchers who are not interested in what you’re selling. • Use compelling CTAs - When possible, be sure to include clear and concise calls to action to drive visitors to a desired place. Last but not least, you’ll want to monitor and iterate (potentially) all aspects of your new PPC campaign/s. Make adjustments routinely. Create negative keyword lists if your keyword targeting isn’t specific enough. Run A/B tests on ad copy to drive greater click-through rates. Adjust your bid strategy or actual bids in order to lower CPC’s and improve your ROI. The sky is the limit. But don’t just set up a campaign and let it run itself. PPC campaigns require maintenance and ongoing optimisations. So no excuses! The Inbound Marketing Playbook / 14