One of the benefits of PPC advertising is that it can be custom shaped for any budget. When we put together traffic estimates they can be construed as how much an advertiser must spend. Not true. A traffic estimate is merely the value of the total inventory available on relevant keywords. An advertiser can choose to purchase as much of it as they want.
Sweet Spot takes a client’s budget and shapes it to produce the largest ROI possible. We do this by adjusting several variables.
1. Keyword selection – If an advertiser’s budget is less (most of the time it is) than the total inventory available on relevant keywords, we only use the very most relevant terms.
2. Ad position – On the first page of search results there are 11 different ad positions in order from highest to lowest. The eighth position is cheaper than the third. If the budget can be spent on the eighth position, than there is no reason to spend it on the third. The quality of traffic is the same but paying less for each click allows you to garner more clicks. The more clicks an advertiser has, the more chances there are to convert a click into a client/sale.
3. Time of Day – Certain times of day perform better for certain clients. We adapt the campaign to the ideal timeframe that it can spend its allotted budget
4. Geographic – Like time of day, certain geo-graphic locations perform better. If an advertisers spend is $100k nationally but they have a $1,000 budget, we focus in on the geo-graphic area that performs best.