Assigned the task of popularizing the website of your company? Need to increase the sale of a recently launched product and considering about PPC advertising. Pay Per Click advertising, which is more popular as PPC advertising is undoubtedly a great choice when you want to increase the popularity of any product or service. Though PPC advertisements have helped many companies increase their revenue count, your boss might not always like to adopt this facility. In most of the cases, the boss asks a few common questions regarding PPC advertises. Once you convince your superior with appropriate answers, you can certainly use PPC service and ease your job to some significant extent.

To help you with the situation, we have answered eight common questions asked by your boss when you plan to use PPC advertising services.

How much cost will I have to bear for PPC advertising?

Whenever it comes to advertising or promotional jobs, the first and foremost thing that is taken into account is the cost. Therefore, it is also quite obvious that your boss will also enquire about the cost that he will have to bear for PPC and ensure that it is suited in his budget. Mentioning the exact cost is something quite tricky as there are several factors, which determine the cost of PPC advertising. Thus, before giving a cost estimate, inform your boss about the variable on which the price is based.

PPC advertisements are done at different prices and so it is important to set a budget that the company can afford to pay.
Once the budget is decided, you need to focus on the keywords for which you will bid and also find the traffic volumes for same. Keywords and traffic volume plays a significant role in determining the expenses. So, determine wisely.
Decide the time when you want your advertisements to appear on the web.
Find the level of market competition and the aggressiveness of your competitors.

As there are several factors which determine the price of PPC advertisements, it is always better to start the job with a test budget and increase it in due course of time. Like the final budget, test budget too varies for different businesses and comparing your venture with others may not offer you a fruitful result. Select a budget that will draw a significant amount of traffic and help you gain popularity gradually. Though there is no benchmark for the industry, many businesses prefer to start with an investment of $20 per day and an increase or decrease depending on the response that they receive from the advertisements. Just selecting the right budget and focusing a few keywords is not enough. It is important to keep on researching the keywords and implement different forecasting tool for a better result.

What time does it take to set up the ad campaign?

It is quite obvious that your boss would inquire you about the time period you need to get the ads running. So, instead of hesitating in front of your boss, make him aware of the basics that it takes only a couple of hours to set up an ad campaign. However, if it is a shopping campaign, it might take a few days or even weeks. Shopping campaigns have multiple features and you need to set up everything minutely.

Features that you need to take into account while setting up shopping campaigns are:

Set up of an account with Google Merchant Center
Making data feed and submitting the same to Merchant Center
Linking Google Ads with Merchant Center
Setting up entire shopping campaign in the Google Ads

Is it really beneficial?

Almost every boss would be interested to learn about the benefits of any service before investing on it and PPC ads are also not an exception. Therefore, when asked about the advantages of this campaign, it will be wise for you to show the profits received by other businesses. You can also mention the popular quote that says businesses make $2 for every $1, they spend on PPC ads. Just producing a generalized report is not all. You also need to give customized reports for your company based on Keyword Planner tool or different other forecasting tools.

Do we possess the necessary skill set?

When planning to set up a PPC ad campaign, it is always important for you to find people who can manage the campaign on behalf of the company. By finding the right staff, you will be able to give a prompt answer when your boss enquires about the same.

Some of the options that you can use in this regard are:

Appointing a PPC Expert
Train yourself to get the job done by yourself
Appoint PPC agency
Employ freelance expert in this field

Is there any contract?

Contract terms are among the most common things that boss may ask you before setting up the ad campaign. In that case, you should have a convincing answer that the campaign contract can be selected depending on your preference. Short term campaigns will require a shorter contract period while long term campaigns will have an extensive contract. In most of the cases, a minimum of three months contract is necessary to evaluate the success of the campaign.

Will it provide better profit than SEO?

Like many other employers, your boss may too like to focus on SEO as you do not have to pay any price for traffic here. However, you should make him understand the benefits of PPC over SEO. PPC ad campaigns even though are expensive compared to SEO, it is a better choice as it offers instant results, while SEO may take months to give you some positive results.

How can we beat our competitors?

As a rule of thumb, every employer would like to know about your plans to beat the competitors. To give a prompt answer, you should use research tools like SE Ranking and Spyfu. This will help in understanding the keywords used by your competitors and the average position of the keywords. Not only that but also you will be able to determine the Cost Per Click or CPC of the keywords.

On which page the Ads will appear?

Last but not least, you will have to answer the pages where the ads will appear. As you are using Google for the campaign, your ads will appear on the search result page of Google and also on different search partner sites of the company.

The exact position of PPC ads depend on the following factors:

Quality of ad
The device on which it appears
Targeted location
Time of appearance
Bids made by competitors
The average bid made by you

The position of your ad can be adjusted later and so there is no need to worry if you want to shift the advertisement to a better position. When planning to launch a PPC campaign, you should know how it is going to help your company. This will help you in convincing your boss in a much better way as you will be confident with everything you say.