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PPC Limited Budget Edition Quiz
Lets say that you own an electrical repair company. You have 4 services.
These services are:
Service 1: Electrical Panel Upgrades
Service 2: Outlet and Switch Installation
Service 3: Electrical Troubleshooting
Service 4: GFCI and AFCI InstallationYour budget is currently $2,000 per month. Assume that each campaign generates the same amount in profit. Each service will have its own separate landing page.
If you have 4 services and need 1 campaign for each service, how would you split your budget?
If you divide equally, will you have a high enough budget so that Google can find your clients or will you focus on two or maybe even 1 of the services?
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1 Reply
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Is this a job interview question?
Whether you have a high enough budget depends on the Avg CPCs on the keywords related to your services and if you can buy a decent number of clicks per month to reach statistical significance.
Knowing the home services industry, $2,000 pm isn’t a lot.
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Do not run an electrical troubleshooting campaign. All those clicks will come from people looking to do it themselves.
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*”If you have 4 services and need 1 campaign for each service, how would you split your budget?”*
I’d give a PPC expert at least half your $2k/month ad spend to properly research and then execute a plan for the first month, then 1/4 of that a month thereafter to monitor, adjust and maintain it so you get the returns you need.
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Nope 😶
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Think about what people search when looking for electrical repair. They Google ‘electrician near me’ and ‘electrician help’
I’d have a campaign for “electrician services” and then one campaign with four adgroups for the actual services themselves.
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If 2 or 3 services are more popular. Why not put more money into that vs trying to advertise all 4. I rather max the number of jobs, even if my profit is the same across all 4 service levels. That usually means you don’t advertise all 4 services.
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You can try using a ‘shared budget’. Meaning one budget ($2000) is shared between all four campaigns but not equally ($500 each). So if you have conversion tracking Google will, over time, push more of the $2000 to the campaign which is delivering more conversions. For example, campaign 1 may use $800, campaign 2 may use $400, campaign 3 may use $200, campaign 4 may use $600
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The only reasons to split services in separate campaigns:
– Lead values are not the same depending on service; you want to control Return on Ad spend.
– You have conversion volume targets for each service; you need to generate x amount of leads for a specific service.
All things being equal (I don’t care where they are coming from, I just want to maximize leads), you want to segment as little as possible, use shared budgets, and let smart bidding work for your goal.
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