How does Mavlers ensure that my paid media budget is well-spent? 

As a new business owner or an agency owner with multiple clients, you might have considered using paid advertising to attract more clicks, leads, form submissions, and conversions. 

As you research online for the perfect offshore PPC partner, you might have considered partnering with Mavlers for your paid marketing needs. 

But you might have burned your hands in a previous outsourcing experience. Your monthly paid media budget might have been misspent or incorrectly allocated across channels, locations, or audience demographics that were not the right fit for running your business ads. 

You are now wary and want to be super careful when partnering with a PPC agency.

With a team of 120+ professional PPC experts and 50+ dedicated resources deployed over the past 12+ years, we at Mavlers have catered to the PPC needs of 7000+ global clients. While we have had our fair share of hits and misses, we have made it a point to learn from our mistakes and implement those learnings. 

In the blog that follows, we will look into the following pointers that we at Mavlers consider to ensure optimal paid media budget utilization:

• The importance of managing paid media budgets effectively
• Understanding your business goals
• Budget allocation strategies
• Target audience analysis
• Keyword and ad copy optimization
• Continuous campaign monitoring and analysis
• A/B testing and experimentation
• Communication and reporting
• Staying ahead of industry trends

We are committed to educating our readers and prospects with the truest, latest, and unbiased knowledge in every genre of digital marketing services that we offer. In that spirit, we contacted Harshit Kapasi our subject matter expert in paid advertising to help us know how we at Mavlers ensure optimal utilization of our clients’ monthly paid media budget.

Toward the end of the blog, you will understand the importance of ensuring effective spending of the monthly ad media budget and how we at Mavlers take the requisite steps to avoid budget overspending, underspending, or misallocation of funds. 

Let’s get started, amazing people! 

Source

The importance of managing paid media budgets effectively

If you were to ask a PPC expert the importance of effectively utilizing a monthly ad spend budget on a scale of 0 to 10; they’d probably retort with a solid 10 in less than a second! Yep, we kid you not. It’s actually that important!

Cases of budget mismanagement can be many and usually fall under the following categories.

1. Overspending
2. Underspending
3. Wrong allocation of resources across channels, user demographics, and locations

Suppose you are a brand/agency owner with USD 1000 to spend per month on paid media endeavors to achieve more leads, conversions, or even impressions (in case you are a new brand owner trying to grab more eyeballs!). If your offshoring partner either exceeds the monthly budget, does not utilize it completely, or even spends it in the wrong places, your end goals might bear the brunt of it!

If they spend USD 1200 or USD 500 or run your ads across locations that might not be your target market, your paid advertising goals will take a hit. 

At Mavlers, we ensure that 95-100% of the monthly ad budget is spent across the right channels and user demographics, targeted at the right audiences and locations. 

We divide the client’s monthly budget by the number of days in a particular month, and based on the amount, we create a campaign structure highlighting the channels, the budget spent on each, and the user demographics and share it with the client.

Understanding your business goals

When you partner with Mavlers for your PPC requirements, we offer a free consultation call to gather a detailed understanding of your business, goals, target audience, and expected monthly ad spend. We then offer our expert insights to develop a bulletproof PPC campaign that will deliver. 

For instance, if you are a new business owner with 1000 USD to spend monthly on paid media to get five leads, we might suggest initially focusing on building brand awareness through impression-enhancing campaigns. The leads will come in later once the brand hits the right chords with the intended audience through clicks or impressions-focused campaigns. 

After running the campaigns for a few months, we are better positioned to share realistic KPIs with the clients.

Budget allocation strategies

Based on current industry trends, your business website, and goals, our experts suggest the tentative monthly paid media budget you should consider setting apart. 

For instance, if you’d like to begin with 1000 USD a month, our PPC experts might suggest throwing in a couple of thousand dollars more to get the intended traffic, conversions, or leads, based on their experience. 

Depending on your business and the tentative budget, we recommend the right channels/platforms for running paid ads. 

If you are a B2B business owner with USD 3000 to spend monthly, we might suggest spending USD 2000 on LinkedIn Ads and USD 1000 on Google Ads. For an e-commerce client, we might suggest spending USD 1500 equally on both platforms.

Target audience analysis

When we define the campaign structure for you, we create ideal buyer personas based on your business, website, and monthly ad spend budget. This helps us understand the audience that is the right fit for your business. A good, detailed understanding of this helps us deliver quality leads or conversions for your business.

At this point, you must understand that the buyer personas differ for every business, and the examples attached here are only indicative of target audiences for an apparel client we have worked with.

GOOGLE ADS TARGET AUDIENCE

FACEBOOK/INSTAGRAM ADS TARGET AUDIENCE

We also create different audience segments and tailor PPC campaigns to cater to them. For example, if somebody adds your products to the cart and leaves your site without converting, we will show them ad groups with discount codes to encourage them to complete the purchase.

Keyword and ad copy optimization

Keyword research, ad copy creation, and optimization are essential parts of building the initial campaign structure, wherein we analyze your website and your competitors to come up with detailed keyword research. 

We decipher the search volumes for the right keywords using tools like Google Keyword Planner. The greater the search volume for a particular keyword (e.g., buy shoes online), the higher the competition and proportionately higher the people searching for it online.

We regularly update keywords and ad copy based on the performance data of different campaigns to ensure optimal utilization of the monthly ad spend.

Continuous campaign monitoring and analysis

To ensure the effective utilization of media spend, we regularly track campaign performance on respective platform dashboards that offer real-time updates, such as Facebook Ads, Google Ads, and LinkedIn Ads. 

We also deploy Google Analytics to understand the user behavior and journey (not just from paid media channels but also organically through SEO efforts, etc.)

We identify the latest industry trends and make data-driven adjustments on a daily basis to ensure optimal utilization of the monthly budget.

A/B testing and experimentation

Once the campaigns are up and running, we execute A/B testing or experiment with different ad copies to fix any deficiencies and ensure maximum returns. 

Communication and reporting

To ensure campaign success, transparent communication with our clients is one of our top priorities. We deliver regular reports (weekly, bi-weekly, or monthly, depending on what’s mentioned in the scope of work) on key metrics and campaign performance to our clients.

Staying ahead of industry trends

At Mavlers, we are committed to staying abreast of the latest industry PPC trends and have adopted an AI-first approach to optimize different elements of the PPC campaign structure. 

Table title: How we at Mavlers use AI in optimizing elements of PPC campaigns

The Road Ahead

You are now familiar with the importance of effectively utilizing your monthly ad spend budget and how we at Mavlers ensure that your monthly budget is optimally spent on the right platforms. 

You might want to consider the costs involved in outsourcing PPC projects to Mavlers.