AdWords – and PPC in general – is a great way of driving traffic to your website instantly, and getting those valuable leads and sales, but what if you only have a small budget for your campaigns? How can you make sure that you hold your own and get the clicks and conversions you want?
Worry not! Here are 7 quick tips for managing AdWords on a small budget:
- Target long tail keywords – if you’ve not got much money to spend, targeting those high-level, ultra-competitive keywords isn’t going to help you much. A couple of clicks and you’ll have exhausted your daily budget. But if you go for the long tail (e.g. “personal injury lawyers milton keynes” rather than “personal injury lawyers”, your cost-per-click (CPC) will be far lower, and you’ll get more for your money!
- Take a look at your structure – Account structure is vital in AdWords when it comes to keeping Quality Score high and costs low. So make sure your campaigns and adgroups are tightly themed and highly relevant to their landing pages.
- Create a branded campaign – I’m a big fan of these as they seem to work rather well. People searching for your brand most likely know what they want, they know you’re it and they’re therefore likely to convert, so make the most of this and bid on your name. Your competitors probably are, so you should too!
- Be negative! – weed out traffic that’s never likely to convert by looking at your negative keywords. Search Query Reports, found in the Keywords section of your campaigns, are a good starting point for negative keyword research. So if you’re selling fabulous, expensive designer handbags, you’ll want to get rid of those people looking for “fake designer bags”, won’t you!
- Use ad scheduling – AdWords allows you to schedule your ads to appear at certain times of the day, or only on certain days. So if you’re closed over the weekend, and there’s nobody to answer queries, consider turning your ads off on Saturdays and Sundays.
- Use geo-targeting – If you’re a small business, the likelihood is that you’re serving quite a small area. A solicitor’s firm in Chester isn’t going to get much out of visitors from Cornwall clicking on ads, for example. So think about where your clients and customers are, and use geo-targeting to really focus your efforts on that area.
- Don’t think that position 1 is the be all and end all – it isn’t. Necessarily. You may find that you can still get conversions in a lower position, and at a much lower CPC.
Of course, the above tips apply to most AdWords accounts, not just those with small budgets, but it’s good to know that there are ways that you can make the most of a smaller budget and still get what you want.
How do you manage AdWords on a budget? Share any tips in the comments below!
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