Calculate marketing budget

Calculating marketing budgets, especially when it comes to search marketing costs, is challenging for many companies. This applies not only to small and medium-sized enterprises but also to large corporations.

How much budget should be allocated for SEO, how much for PPC (e.g., AdWords, Facebook Ads...), and how should email newsletters be budgeted? It's difficult to determine.

• What should the marketing budget be to include all activities?
• What actions are possible within a given budget?
• What proportion should be allocated to these measures?
   

These are all questions that need to be considered and included in a marketing budget.

Reasonable budget allocation can ideally be planned according to the needs. This requires an analysis that allows for a precise calculation of possibilities. Nevertheless, there are positions that can be considered in the business plan (whether B2B or B2C).

This article provides an approach on how to properly calculate and plan your marketing budget. While it opens up a planning tailored to the company, it does not replace a more detailed planning.

But: With such rough planning, based on our experience, you can plan your marketing budgets. The following evaluations therefore correspond to a rough plan. However, the more detailed the marketing planning, the less likely there are renegotiations or even actions that cannot be implemented due to budget constraints, but which are nevertheless very important.

For detailed information, please contact us here.

What considerations are needed for successful budget planning?

The key metrics needed for creating a plan are:

Where are your customers?
 

• Do you operate locally or regionally?
• Are your customers national?
• Do you serve Germany or beyond?
   

How do you sell?
 

• Do you sell through an online shop?

Explanation of Measures

Online Media Advertising

We recommend this budget for Pay-Per-Click (PPC) ads on advertising networks (Ad Networks) based on the information (varying by target audience and industry). The average cost per click is based on the average profit margin of these products and/or services and closely relates to what competitors are paying for these services. Our PPC management will coordinate and manage ad spending at the campaign level, potentially optimizing budgets to ensure a positive return on investment.
 

Coupon Promotion

Based on the provided information, we recommend our coupon promotion plan. Coupons offer the opportunity to promote brand names. Moreover, coupons facilitate the acquisition of new customers and the retention of existing customers to the company/brand and its products. Coupons also trigger desired actions from existing customers. Major discount promotions are frequently shared on social media, creating a viral effect. As part of our management, we will position your coupons on up to 20 unique and popular coupon sites and optimize a suitable blog post.
 

Copywriting/Content Marketing

We recommend spending at least this monthly cost for content development in the Content Marketing area. Content marketing supports the SEO strategy. Our articles enhance a website’s relevance and are key components for effective search engine ranking. Planned articles should each be at least 1,000 words and SEO-supportive.
 

E-Mail

We recommend our fully managed email marketing campaign. Email marketing is one of the most effective online marketing tactics that enhances the relationship between the company/brand and its customers. Our campaigns include custom design templates with customizable content. We manage your subscribers, create appropriate content, and ensure delivery, receipt checking, reporting, and more.
 

Google Analytics – Analyzing Website Visitors

We recommend this budget for Google Analytics and analysis. Google Analytics provides comprehensive data analysis that is necessary to make informed decisions in online marketing.
 

Lead Management System

We recommend implementing a lead management system to identify existing visitors. These identified visitors can be classified in the B2B environment according to their company interests. Acquiring new customers from existing analysis data is possible.
 

Local SEO Management

We recommend expanding local presence in relevant directories and services to ensure better local branch or office location searchability. Additionally, an aggressive planning approach should lie within Google (e.g., maps, local SEO feeds/news). It has never been more important for companies to be listed and optimally displayed in these map lists. Building reviews and links is necessary at least quarterly and is included in the plan.
 

Link Risk Management

We recommend budgeting for regular link audits and link risk management. Links, along with content, are the most important ranking factors. Since Google Penguin 4.0, the real-time Penguin algorithm, Google penalties are no longer perceived as easily. This is because penalties are no longer on entire domains as before, but now can even occur at the keyword level or directory level. This is more difficult to detect. Link risk management can secure domain and jobs. Potential penalties are recognized early, and actions can be taken. Link risk management is one of the most important measures in online business.
 

Media Retargeting Strategy

With our media retargeting strategy, we develop the best possible ad placement based on geography, demographics, and psychographics. This also includes creating banner ads in appropriate ad sizes. The ads should meet the target customers on the web pages they visit most frequently.
 

PPC

We set up a new PPC campaign or completely overhaul an existing campaign to ensure desired (achievable) CTRs. We recommend our PPC management strategy, which can include up to 10,000 keywords (negative and positive) and ad budgets exceeding €4,500. The ad budgets we recommend are:

• Regional target groups of at least €500 - €1,500 per month
• National target groups of at least €1,500 - €4,500 per month
• International target groups of at least €4,500 per month
   

What is PPC?

PPC (Pay-Per-Click) advertising is the most responsible form of display advertising. An exact budget is set that should be used per month. Payment is only made when a visitor clicks on an ad. Remarketing options or mobile ads may also be included in the budget. We manage PPC and offer:

• Tailored PPC solutions
• Dedicated contact person offering services that match needs
• Budget-optimized PPC solutions
• Recommendations for your future commitment to PPC
   

PPC Ad Networks

Our PPC concepts offer a tailored advertising concept on Google, Bing, Facebook, Instagram, Youtube... including Gmail competitor ads and other relevant topics. The average cost per click is based on the average costs that competitors are willing to pay for the corresponding keywords. All campaigns are managed by us. We handle budget placement and possibly budget maximization to ensure a positive return on your investments.
 

SEO Budget Management

SEO Budget Management: We recommend this budget to be used monthly for search engine optimization. OnPage refers to all measures and adjustments that can be made on the company’s website. OffPage, on the other hand, refers to all measures that do not occur through changes to the website itself but are dependent on external influences, such as backlinks. Our offer includes, for example, the optimization of 2 pages per quarter, the creation of 16 links per quarter, and the creation of 5 social signals. In addition, on-page optimization is advanced on a monthly basis. Detailed offers should be requested, ideally resulting from a previous visibility analysis.
 

SEO Link Building

We recommend building positive link signals. Link building is a key part of Google rankings. Good links create relevance and promote trust from major search engines. Quality links help you stay ahead of your competitors. In link building, we address bloggers and webmasters to find the right links for your website and take them for you. The costs for individual links or posts on strong pages can vary significantly. Therefore, it is necessary to assume only approximate budgeting directions without analysis.
 

SEO Infographics

Within the content strategy, it is also important to create suitable infographics that support the SEO activities. Therefore, we recommend a custom infographic strategy.
 

What is an infographic?

An infographic (short for information graphic) is a graphic representation of complex matters. While this has been done in the past by newspapers and magazines, infographics find a corresponding boom on the Web. An infographic has many different benefits. For example, it supports an SEO campaign, branding, and positioning of a company as an industry leader.

Our infographic strategy includes R & D phases. Our Internet marketing and outreach colleagues will promote the infographic as best as possible by encouraging bloggers and webmasters to share the infographics so that they can become viral. Over 100 retweets or 50 Facebook likes result in more than 10,000 visitors to your site. Such an infographic is often displayed approximately 100,000 times.
 

Social Media

We recommend our social media plan for leaders, setting up, managing, and promoting large social networking websites including Facebook, Twitter, Google+, Flickr, YouTube, and much more. Interacting on these popular websites allows you to meet your customers directly where they interact. Social media accounts are monitored daily by us and profiles are updated at least weekly. In addition, we design blog posts.
 

Shopping Feeds

We recommend managing products through basic shopping feed management. We can manage up to 300 products on Google Shopping for our clients. By placing the products on the major shopping websites, we promote product awareness among (potential) customers. Customers can find the appropriate products on websites they already trust.