Part 1: Identify your affordance

This is the first series on Pay-per-click (PPC) budgeting secrets which enables optimization of your cost-per-acquisition (CPA). Known as a bidding system, PPC offers an easy way for indirect spending especially in term of the iGaming industry. Managing a PPC campaign requires early allocation of PPC budget in order to obtain maximum yield. A pre-determined budget helps in setting of conversion goals and determines your capability in obtaining a required amount of returns.

An optimal way to set PPC budget is via the value of your CPA. It is vital to identify the lifetime value of a player in order to determine your return-on-investment (ROI) as it allows easy identification of the investment returns in each PPC campaign. Whan an average CPA of a player is known, other variables such as average cost-per-click (CPC) and click-through-rate (CTR) are identified via the traffic estimator tool. Consequently, the budget set for each PPC campaign will show your former business model.

Once your PPC spent is known, the duration in which you will spend your budget must be identified. Similar to tradiational media buys, it is crucial to set aside time to find out the best solution and exclude unnecassary work load which does not profit you. Setting your budget according to the avarage CPA will enable setting of reasonable goals and expectations while eliminating campaigns that are unprofitable.

While there is a tendency that a small budget is used to start of the first PPC campaign for iGaming to see if the result of the ROI instead of using the full budget. From there, increasing the budget steadily when the profit is identified will be a wise way in investing time and money into the PPC.

Hence, in summary, it can be concluded that:
a) Set PPC budget using your CPA, while knowting the player lifetime value to determine the amount of investment to be made.
b) Set a time frame to see if the PPC campaigns are working to ensure that no effort is wasted unnecessarily.
c) Know your PPC budgetm use what is required to obtain favorable returns.

back to Marketing