PPC can be very challenging when you’re working with a very limited budget. Looking for tips to stretch your budget? Tired of wasting money and not seeing results? We’ve listed a few tips here that can make a huge difference when launching a PPC campaign with a small budget. Price per click and suggested budget will always vary depending on what your product/service. Factors such as seasonality, demand, and competition will also play a large role.
Here are a few tips for ballin on a budget when launching a pay-per-click campaign
1. Use an Adwords Coupon When Launching Your 1st Campaign.
Google Adwords offers a coupons varying from $25 to $100 off after spending a particular amount. Utilizing this coupon is a good way to see if paid search is a good fit for your business.
Looking for a coupon? We’re Google Adwords certified and can help you get started. Contact us here.
2. Launch a Campaign on the Search Network.
Ads can either appear on the search or display network. By focusing on the search network, your marketing strategy will be a pull method rather than a push. The display network also works very well, but budgets usually need to be much larger in order to gauge effectiveness. For campaigns with lower budgets, we’ve seen better results on the search network.
3. Start Off With A Limited Amount of Keywords
More keywords = more analysis = more data. Although this sounds like a good thing, on a limited budget you most likely wont be able to collect enough data to optimize efficiently. Adding too many keywords also increases the risk of running out of budget. Running a campaign with thousands of keywords on a small budget, is setting yourself up for failure. Start small, increase gradually.
4. Monitor Your Broad Keywords
Be careful when adding broad keywords. They are great for getting traffic and learning about what long tail keywords people are searching for. Monitor your bounce rate and pull search query reports to make sure the traffic is qualified. Before launch make sure to add negative keywords as well. Wordstream offers a great tool to help you find negative keywords related to your search terms.
5. Use Extensions to increase CTR and visibility
Sitelinks, app downloads, click to call, location, reviews, callouts, are all free extensions can add to increase the effectiveness of your ads. Have a dedicated phone customers can call? Add a call extension. Selling an app in the app store? Add a link directing customers to download your app directly in the app store. Cut out the middleman (your website). Extensions make your ad more effective. If people see a phone number or see your location without clicking, this branding is totally free. If people end up clicking the ad, your messaging is effective, and is working.
6. Check Your Quality Score
Monitoring the quality score of your keyword can help reduce costs. If a quality score is 7 or lower work on adjusting ad copy and your landing page. The better the quality score, the lower the cost per click. Misleading ads also result in wasted clicks and budget.
7. Implement Conversion Tracking
A very important metric to track is conversions. Clicks to your site are great, but unless people are buying your product or service, you aren’t making any money. Broken links, sites not set up with SSL, confusing navigation may all lead to people dropping off your site before converting. Set up conversion tracking in Adwords to attribute a click to a sale or lead form. If Google gathers enough data, you’ll be able to use the conversion optimizer tool, which automatically adjusts your bids for conversions.