What is PPC? Simply it means Pay-Per-Click. Instead of paying for your advertisement to be shown in a magazine or newspaper you only pay when someone clicks on your advert.
This is mainly determined by your budget and your industry.
The largest factor impacting PPC is your Strategy.
I have compiled a handy Excel document that you can use to quickly calculate the PPC and Conversion of your planned or completed campaign.
What affects your PPC Performance
Short answer is strategy.
Factors to consider when developing a PPC Strategy
What can I expect from my Campaign?
There are a lot of variables when it comes to your PPC advertising campaign performance in no particular order:
- Your industry
- Competition
- Product / Service
- Your Funnel
- Landing Page Design
- Targeting
| Year | CPC | CTR | Conversion Rate | Cost Per Conversion |
| 2019 | $1.04 | 1.7% | 5.3% | $20 |
| 2018 | $1.00 | 2.2% | 3.2% | $30 |
| 2017 | $1.18 | 2.6% | 2.6% | $44 |
Industry averages over the years as reported by Google
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