Marketing Blog

Pay-Per-Click Advertising Tips #2: Keyword Traffic Estimation

Don’t forget to check out part one of this series, Pay-Per-Click Advertising Keyword Selection.

Now that you have selected your pay-per-click keywords, you need to get an idea of how many clicks you can plan on receiving to help set your pay-per-click (PPC) budget on a typical day.

For example, let’s say that by using the Google Keyword Tool, you chose the following five keywords (hooded sweatshirts, zip hooded sweatshirts, hooded sweatshirts for men, cool hooded sweatshirts, buy hooded sweatshirts) based on your PPC keyword research from Part 1 of this post.

Google provides the Traffic Estimator tool to provide you with an estimate of how many clicks you may receive from a campaign featuring a specified group of keywords at a specific maximum cost-per-click (CPC) and daily budget.

This tool can help you test different max CPC settings for your campaign and see how it affects your projected results. Using the example list of keywords above, here’s an estimate of how the campaign could play out with three different settings:

Daily Budget: $50.00

Max CPC: $2.00

Daily Budget: $50.00

Max CPC: $1.50

Daily Budget: $50.00

Max CPC: $1.00

To maximize the number of clicks this campaign receives, starting with a max CPC budget of $1.50 per click seems to be a wise move. To keep total AdWords cost down, a max CPC of $1.00 would still draw clicks but would not run through the entire $50. Finally, if the goal is to be the brand seen at the top of the rankings, a $2 max CPC would result in many ads in the first or second position.

As you can see, the Traffic Estimator tool can be very valuable when planning and budgeting a new PPC campaign.

Now that you’ve chosen your keywords and set your budget, make sure to stop back next month to learn how to create your first AdWords ads.

To learn more about our pay-per-click marketing services, contact us at 440-449-6800.