Faced with a Google Ads campaign that is limited by budget? Unfortunately, many businesses do not have the luxury of simply increasing their ad spend. Meanwhile, the mounting costs of ad clicks resulting from increased competition on search engines present an additional challenge to businesses, regardless of their pay-per-click budget and pay per click management strategies. Fortunately, Google Ads provides targeting and reporting features to help you maximize your budget. Learn some best practices for running a successful, low-budget Google Ads campaign:
1. Structure Your Account
The structure of your Google Ads account plays an important role in determining the quality score of your campaigns. Higher quality scores lead to lower cost-per-clicks and better ad positioning on the search results page. Create tightly themed ad groups with keywords highly relevant to your ads and landing pages. For existing accounts, audit your campaigns to ensure they are properly structured for maximum relevancy.
2. Setup Conversion Tracking
Make more informed decisions by using conversion tracking data to advise campaign optimizations. Conversion tracking allows you to identify your best, and worst, performing campaign components like keywords and ads to improve your return-on-investment (ROI). Adjust areas of your campaign that are costing you the most money without yielding you any valuable leads. For example, remove non-serving keywords and replace underperforming ads.
3. Add Negative Keywords
Negative keywords prevent your ads from showing for search queries unrelated to your business, so you can avoid wasting your budget on irrelevant clicks. Regularly review the search terms that are triggering your ads and find query patterns to exclude. This will help focus your ad spend on more valuable clicks to your website.
4. Implement An Ad Schedule
Better control the allocation of your budget throughout the day and week by using ad schedules. Ad schedules allow you to run ads on specific days and/or at certain hours of the day. Designate your ads to run only during business hours or create a schedule based on historically high-performing times to ensure you get the best return-on-investment (ROI) from your ads.
5. Use Location Targeting For Local Campaigns
Limit the geographic reach of your campaigns to increase targeting relativity to your intended audience and maximize your budget. Determine the regions your business serves and add locations by state, city, zip code, or other available options. Review Google Ads’ user location report to pinpoint the physical locations your customers are seeing your ads. If you see your ads are showing more frequently outside your targeted locations, review your campaign settings. It may be that you are reaching people both in your target locations and people who show interest in your target locations. Switch your targeting to just the former to narrow the geographic scope of your campaign. You can also exclude locations that do not add value to your advertising efforts.
6. Keep Keyword Bids Low
One of the fastest and easiest ways to manage a low-budget campaign is to lower and maintain lower, keyword bids. This will help stretch your budget throughout the day. While lower bids give your ads the opportunity to show more frequently, you may be sacrificing top-of-the-page placements every time your ads show. Good quality scores support lower cost-per-clicks, however, and will help improve the position of your ads on the search engine results page.
7. Employ Bid Adjustments
Bid adjustments enable you to show your ads more or less frequently depending on how, when, and where a search occurs. Review website traffic coming from computer, mobile, and tablet devices via your ads to see if one is out-performing the others and add a positive bid adjustment to it. You can also add negative bid adjustments to avoid spending your budget on underperforming devices. Locations, ad schedules, demographics, audiences, and other targeting features are also eligible for bid adjustments.
8. Try Remarketing Lists For Search Ads
Remarketing lists for search ads (RLSA) allow you to create a campaign that explicitly targets consumers who have previously visited your website. Customize your ads to visitors of your site who did not complete a purchase or any other action valuable to your business to reengage them. If you have an especially restrictive budget, adding a remarketing audience will help limit the reach and spend of your ads.
Google Ads offers these opportunities and more to encourage the success of businesses with small and large budgets alike. Managing a low-budget campaign, or any profitable PPC campaign, requires constant monitoring and vigilance; in other words, it requires a whole lot of time. An effectively structured and strategically optimized Google Ads campaign is well worth the investment of any business. Reach out to Results Repeat today and learn more about what PPC marketing can do for you with a free marketing evaluation!