SEO Tools: Manage your PPC Budget with Google Trends

Clients always want to know how much it would cost them to implement a Search Marketing plan involving Pay per Click (PPC) Investment Whereas it is a simple question, it is not as easy to answer it. I usually give them ballpark figures and I hope it makes sense for them. When you think about it, it is the equivalent of asking a web designer or a web developer on how much it would cost to build a website? It varies a lot. In terms of Search Marketing though, we are fortunate enough to have Search Engine Optimization (SEO) tools that can help us define the search volume for your targeted search terms. The relationship between search volume and your targeted geographic area will help us come up with Cost (investment) estimates. Google Trends is one of them.

Simply put, Google Trends gives us a snapshot of the search volume for a given search term (or terms), over time. It provides seasonality search volume information which help us understand how we should spread your Pay Per Click (PPC) budget over a 12 month period and therefore get the most out of your investment.

For example, as we all know, Whistler is both a winter and a summer destination. More people would go to Whistler in the winter of course, but the question remains: if you would get the traffic during the winter months anyway, when the search volume is at its peak, wouldn’t you get a better return on your PPC advertising investment during the summer months, when the online competition (and average cost per click) is at its lowest? Wouldn’t make more sense? This decision is in relation to your yearly PPC budget. You would be surprised how important it is to run a summer and a winter PPC campaigns year-round in order to capitalize on this seasonality factor. See the graph below, showing the search volume for the search term “whistler”:

As you can see, the search volume drops in summer months but not as much as you might think. Use it for your own search terms and define peaks and valleys to help you spread your PPC budget over time and get the most out of your PPC investment.

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Comments

1. Google became in the last year the most searched for this kind of “jobs”. And they really do a great job !

   Posted by seo services on 03/05 at 11:02 AM

2. Nice Article! Good ideas to invest in search engine optimization. Thanks for this valuable post.

   Posted by investment opinions on 04/22 at 01:41 AM