Google’s monetisation of the search space has picked up the pace in recent years – more of search is now assigned to pay-per-click (PPC), with up to four paid ads (and a knowledge graph) above the organic search results.
Ads are bigger and they appear in more places, for example with Shopping ads in image results on mobile devices. Meanwhile, paid ads’ clickthrough rate has been gradually rising on both desktop and mobile devices.
The question of paid search budgeting strategy is more important than ever, perhaps especially when many advertisers are reducing budgets during the coronavirus pandemic.
So, what is the right overall level of investment in paid search and how do you set the right bidding or price levels for when ads are clicked?