Market leaders often use PPC, or pay-per-click advertising, to attract consumers to their landing pages. If you haven’t ventured into the PPC arena, you may wonder if it will benefit your corporate branding strategy, how to start, how much it will cost, how to bid…and more.

In this final instalment of PPC advice blogs, I’m going to delve into the factors and steps that will help you determine if PPC belongs in your corporate branding strategy, as well as some procedural bidding points.

PPC Bidding and your Corporate Branding Strategy

A pay-per-click bid involves submitting money amounts for particular keywords and keyword phrases for which you wish to appear in search results. Hot-topic and uber-popular keywords will cost more per click because there’s more competition; however, you will spend less per click on less-popular keywords (Note: the utilisation of not-so-popular keywords can be a viable SEO, online marketing, and corporate branding strategy).

Yahoo! Search Marketing, Microsoft adCenter, and Google AdWords are a few of the search-engine-affiliated tools you can using for placing PPC bids. In some cases, there may be a ‘bidding war’ of sorts, but more commonly, prices are fixed. Even fixed rates are negotiable, however, particularly if your brand can prove high-spending potential. Prices are also subject to adjustment based on choices like geography, times of day, and devices upon which the ads can be viewed (desktop, tablets, and/or smartphones).

Is PPC in your Corporate Branding Strategy Budget?

Even though each search-engine-sponsored PPC service is unique, the bidding process itself isn’t what poses the greatest challenges for online marketing managers. How to Build a Brand have noticed, instead, that many are reporting difficulty with determining how much of their online marketing budgets to dedicate to pay-per-click.



Market leaders know that budgeting is integral to launching an effective PPC online marketing strategy. Without knowing how much of their corporate branding strategy allowance they can spend, they won’t know how much to bid. Here’s how, in sequence, a brand might set a pay-per-click budget:

  1. A minimum budget of £325 per month is set as a launch point (not including set-up and monthly fees).
  2. Assuming a bid of £1 per click, a total of 325 landing page visits per month can be expected.
  3. Of those 325 visits, data analysis will be necessary to determine how many of them resulted in sales.
  4. From those sales, the number of customers or clients with long-term brand loyalty potential should be determined.
  5. Through ROI (return on investment) calculations, it should be ascertained whether or not the cost of the PPC online marketing campaign is practical.
  6. Adjustments are made for the following month, based on the brand’s findings, in order to increase PPC ROI.

Because PPC providers sell first-page space based on bids, brands use information similar to the points outlined above to determine just how much they can afford to bid. A lower bid forecasts higher profit-per-sales-resultant click, but a higher bid makes acceptance, a prominent space, high traffic airtime, and higher sales volume more likely.

For maximum effectiveness, market leaders often outsource PPC management, along with keyword research, SEO, campaign management, geographical targeting, reporting, and PPC budget determination. The pay-per-click bidding process is just the beginning of what can be a profitable, but time-consuming, online marketing campaign.

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For further help or advice concerning pay-per-click advertising and your corporate branding strategy, please get in touch with us on [email protected] You can also get your daily branding tips at

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