A well-executed pay-per-click (PPC) campaign can yield valuable benefits for your business, such as generating leads and driving sales. However, the rising costs and growing competition in online advertising may lead you to question whether you can effectively utilize platforms like Google Ads or Bing Ads with a limited budget. The answer is yes, but it requires clever strategizing.
Opt for long-tail keywords
If you have a limited budget, targeting short-tail, high-volume, competitive keywords won’t provide much benefit. Longer-tail keywords, such as “personal injury lawyers Milton Keynes” instead of “personal injury lawyers,” can reduce your cost-per-click (CPC) and increase the likelihood of conversions.
Pay attention to your campaign structure
The structure of your Google Ads account is crucial. Effective structuring helps maintain high-quality scores, leading to lower CPCs and improved ad positions. Ensure that your campaigns, ad groups, and keywords are closely themed and relevant to their landing pages.
Create a brand campaign
Creating a brand campaign involves more than simply bidding on your brand name as an exact match keyword. If you offer products or services, consider targeting keywords in the format of [your brand] + [product/service]. This strategy helps counter competitor ads targeting relevant products/services and ensures visibility for searches like “Gocompare car insurance.”
Utilize negative keywords
Don’t underestimate the power of negative keywords. Before launching your campaigns, incorporate initial negative keywords. Identify irrelevant query themes from the Search Terms report and add them to your negative keyword lists. This optimization minimizes wasted budget on irrelevant searches.
Leverage ad scheduling
Google Ads enables you to schedule when your ads appear. Take advantage of this feature to display your ads during specific days or hours. If you’re primarily interested in advertising during business hours, schedule your ads from Monday to Friday, 08:00 to 18:00. Adjust bids to be more aggressive during periods that yield better results.
Implement location targeting
For small businesses serving specific areas, use location targeting to focus your advertising efforts. If your solicitor’s firm is located in Chester, targeting users in Cornwall won’t provide much value. Determine where your clients or customers are located and tailor your targeting accordingly.
Avoid fixation on position 1
While many assume that the top ad position is the most desirable, it may not always be the most profitable, especially for high-volume keywords. Position 2 or 3 often yield better results at a lower cost. Users who click on ads in lower positions tend to be more qualified, so don’t overly prioritize position when evaluating your campaign’s success.
These tips are applicable to most Google Ads accounts, regardless of budget size. Remember that even with limited funds, you can make the most of your advertising efforts. For further information or to discuss PPC and digital marketing, feel free to contact me or leave a comment below!
