#172: How Long PPC Takes To Earn Results and a Positive ROI

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In This Episode

Pay-per-Click Advertising (PPC) is fantastic for earning increases in traffic, leads, and sales quickly. But it’s not just for short-term bursts. PPC can be an integral part of multi-channel marketing strategies, especially where display advertising is used to recapture traffic who’ve already visited your website.

Today, I’m speaking with three of our best PPC specialists about PPC to find out how long PPC takes to earn results and deliver a positive return-on-investment (ROI).

In the episode, you’ll hear from:

  • Lenka Stefanakova, Senior PPC Specialist and Team Leader
  • Veronika Bonovska, PPC Specialist
  • Mink Borwornsenee, PPC Specialist

One of the biggest misconceptions with PPC is that it’s a fast solution for increasing traffic, leads, and sales quickly; but the reality is that whilst it does do this, results improve the longer a campaign is run.

For example, a campaign with a cost-per-acquisition of £25 per lead in the first month can drop to as little as £9 per lead by the sixth month, leading to a very positive ROI.

The longer a campaign is left to run, the more data there is to analyse and base campaign improvements upon. On average, the CPA really begins to drop around the ninth month.

Additionally, the higher the budget, the easier it is to test and earn the data required to make these improvements. Increasing budgets always sounds scary when the CPA is high, but our PPC team has found that the higher the budget, the better the results and the easier it becomes to bring down the CPA quickly.

Whether you’re running your own PPC campaigns or using an agency to do so (we’ll happily audit your existing campaign), there’s a lot to learn from today’s episode, including:

  • How Long PPC Takes To Be Profitable
  • What a Good CPA Is
  • How To Optimise a PPC Campaign
  • How Long To Leave a Campaign Before Making Any Changes
  • How To Know When a Landing Page Isn’t Working
  • And many more great answers and tips


00:00 — How Long Does PPC Take?
01:57 — Meet Our PPC Team
03:25 — How Long Does It Take PPC To Be Profitable?
04:37 — What’s The First Step in a Profitable PPC Campaign?
06:32 — What Kind of Keyword Research Is Done?
08:45 — How Important is Campaign Structure?
11:58 — What’s a Good CPA?
14:34 — How Else Can We Optimise a PPC Campaign?
17:08 — How Long To Leave a Campaign Before Making Changes
18:31 — What Insight To Look For
21:38 — How We Bring CPAs Down
22:56 — What Type of Optimisation To Start With
26:33 — How Long Does Google’s AI Need To Be Given?
27:26 — How Do You Know When a Landing Page Isn’t Working?
29:38 — What’s a Red Flag Bounce Rate?
31:41 — Can You Out Market a Price Disadvantage
33:15 — CPA Survey
41:23 — PPC Tips from Our Experts

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