Pay-per-click advertising can be effective. It can also be very expensive if your pay-per-click advertising agency doesn’t really know what they’re doing or isn’t giving your account the attention it needs to perform well. Clients have come to us with horror stories of spending tens of thousands of dollars on useless PPC campaigns with little to no conversions. But, it’s not all bad news! There are ways that you can reduce your risk of wasting money on PPC advertising. Here are some tips for smart PPC management.
- Lower your bids when your budget is limited. This allows you to stretch your daily budget further. If you are bidding $3/click and have a limited budget, try lowering your bids 10-15% each week to see if you can stretch your budget further. Be mindful that you will eventually start missing out to ranking factors if you lower your keyword bids too much.
- Use custom ad schedules. Don’t bid for clicks at 3 a.m. if you know the majority of your leads are coming between the hours of 10 a.m. – 2 p.m. Be smart with when your ads are set to show up. View your ad groups by hour of the day to get insights to the times you may be wasting your ad dollars.
- Use custom device bids. If your site does not convert well on mobile, consider lowering your mobile bids to allow for the more valuable clicks to come through desktop. If you don’t know how to go about this, ask your pay-per-click advertising agency.
- Update your geo targeting. If you are offering apartments for rent 20 miles outside of a major city, you might want to think about homing in on a smaller targeted radius. In “Location options (advanced)” there is the option to target “people in, searching for, or who show interest in my targeted location.” Say you are trying to get leads to your Framingham, MA, apartments. If someone is located in Boston but Googles “apartments in Framingham,” your ad will still be eligible to show for this user since they are showing interest in your targeted location.
- Review your search terms and add negative keywords. This is a way to eliminate unwanted clicks. As an example, if you are a window installer, you may want to look at how many “install windows 7” clicks you are getting. Because this is completely different than what you’re trying to target, you can eliminate your ads from showing up in searches such as these. A larger portion of your budget may be coming from these unwanted clicks and reviewing where your clicks are coming from can save you serious money.
While a quality pay-per-click advertising agency will have these actions as part of their standard practice, not all agencies are created equal. The more you know, the better you can select who you work with for your PPC needs. If you’re looking for someone new to take over your paid search, let us know!