The Cost of Google Ads: How to Create an Ads Budget

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This guideline is intended to help systematically consider strategy, KPIs, competition and campaign planning for ad budgeting.

To ensure that online marketing measures do not burn a hole in your wallet, but instead help to fill it further, you should first think about your online marketing strategy and the allocation of budgets to the various channels. One important channel is Google in all its facets, which is why we are concentrating here on ad budgeting. Even if there are no universally applicable approaches to this, there is a common thread that you can follow.

classification of the marketing strategy
Before budget planning can even take shape, you need to be clear about what goals you want to pursue with Google Ads and how the channel fits into your overall marketing strategy. It is therefore important to first get an overview of all existing marketing channels - including offline marketing channels such as print ads, radio and TV spots or events.

A list of all channels with the most important KPIs can help with the ghana mobile numbers list efficiency analysis to identify those channels that are particularly relevant for the company or to filter out the inefficient channels. However, when conducting the efficiency analysis, it must not be forgotten that the comparability of online and offline marketing channels is relativized with regard to the measurability of the KPIs. After all, the effectiveness of a TV commercial is difficult to measure, while a social media ad, for example, provides clear values ​​for the click-through rate (CTR) , the conversion rate , the sales generated and the cost-to-sales ratio (CTR) .

After the analysis, the desired results follow, which can be a guide to the optimal ads objective. Do ads have a supporting function or can inefficient marketing channels be replaced if necessary? It is essential to consider the synergy effects of the marketing channels among each other and the customer journey . Even channels that appear less efficient at first glance can make a valuable contribution to the customer journey or have interactions with another marketing channel. For example, display ads could serve as the first touchpoint to increase the reach of brand awareness, while SEA and SEO measures follow on at a later stage of the customer journey and consolidate the branding effect.