Planning ahead is very important when starting PPC. Having a predefined result for your paid search campaign will help you avoid spending too much and avoiding unexpected extra costs; so the first step is to set your goals.
Decide what you want to accomplish with your campaigns and how you will achieve it.
Once you’ve set your goals, it’s time to decide the first budget you want to use for your campaigns.
The first question is to decide the number of potential customers you want to win with PPC. The answer should be compatible with your existing resources and the goals you set in the last step.
The next step is to make sure you clearly define what is important to your business before you start calculating the expected CPA (cost per transaction).
In this case, a quick solution is to use your budget in campaigns with low CPA to increase your chances of higher success.