Is PPC Advertising Too Expensive for Australian Businesses?
Pay-per-click (PPC) advertising has historically been a widely adopted marketing approach organisations utilise to enhance their digital footprint and generate focused website traffic. With rising rivalry and market saturation, many firms worry if PPC advertising is still worth the cost.
This article will explore the cost-effectiveness elements of a PPC campaign to assist you in deciding if it’s right for your business.
How Much Does a PPC Campaign like Google Ads Cost In Australia?
Google Ads (Search) averages $2–4 AUD per click in 2024.
Ad expenses vary widely by sector and other variables. Bidding for legal keywords averages $10.61 per click. Insurance keywords cost $13.37 per click, while e-commerce keywords cost $1.82.
Advertisers typically spend $1,000–$20,000 monthly on Google Ads to get good clicks, but advertising needs and marketing budgets can change this.
This monthly cost can be divided into your Google Ads campaign’s daily ad budget. The Google Ads billing system lets you easily access your account’s payment details, invoices, promotions, and credits.
In addition to advertising, Google Ads campaign administration costs $800 to $2,000 per month, depending on your demands. Choosing a freelancer or a reputable digital business to manage your Google Ads will also affect pricing.
Is PPC Worthwhile?
Return on Investment
Return on investment is the most important factor in PPC advertising. To evaluate PPC campaign profitability, measure conversion rates, cost per conversion, and campaign performance. If PPC yields a positive ROI, it may be worth continuing. When you’re just breaking even or losing money, rethink your plan.
Competition in Markets
Your industry’s competition affects PPC advertising costs. Popular keywords might cost a lot in competitive marketplaces, making PPC campaigns unsustainable for some businesses. In such circumstances, consider alternative marketing channels or long-tail keywords, which are less competitive and cheaper.
Targeting and Relevance
A successful PPC strategy requires precise targeting and relevant ads. If your advertising doesn’t reach the correct target or engage enough, it will cost more and yield less. To boost your PPC campaign, optimise your targeting options, write interesting ad copy, and make sure your landing pages match your keywords.
Budget Constraints
Smaller organisations with low finances may struggle to compete with larger enterprises bidding on popular keywords. In such cases, alternative digital marketing methods like SEO and content marketing through reputed agencies like King Kong can yield long-term benefits at reduced prices. This lets you budget better and increase website visitors.
Diversification
PPC advertising may not be the best marketing strategy for your organisation. Spread your marketing over email, social media, and SEO to grow your following and reduce your PPC use. With a diverse and integrated marketing approach, you can maximise your online presence and ensure long-term success.
Check out the benefits of hiring integrated marketing services here.
Wrapping Up
Even though costs have escalated, PPC advertising can still be beneficial, provided it delivers a strong ROI and corresponds with your business goals. Monitor performance, refine targeting and relevance, and diversify marketing across channels to maximise PPC campaign success. By following these measures, you’ll maximise your investment and sustain business growth.
