Google Ads campaigns can be quite costly if not properly managed. In fact, most medium and small businesses do not incorporate this in their marketing strategy because they do not have the financial muscle to sustain the campaign. The perception is that a successful AdWords campaign requires huge financial investment.
However, this is not entirely true. In fact, it is possible to mount a successful AdWords campaign on a small budget. That is, you can optimize and structure your campaign to fit into your budget and yield good results.
Tips to Manage an Effective Low Budget AdWords Campaign
There are many tools that you can use to optimize your campaign on a low budget.
Here are some of them to get your campaign going:
This may not seem like a big deal but it actually is a major pillar that will hold your campaign in place. You need to establish why you are running the campaign. The reasons may range from a simple marketing stunt to targeting specific keywords or generating traffic.
When your objectives are clear, then you can be sure of creating a more targeted and effective ad.
Broad Keyword Research
Generic keywords often attract a high bid. You will do well to conduct a broad keywords research and possibly opt for longer and unique keywords that are guaranteed to compete better even on a small budget.
Be sure to find long tail keywords that are effective with the help of your Analytics account that lets you see the organic searches that lead to your website. To ensure that you effectively control your PPC expenditure, maintain the exact phrase or match keywords. This will generate relevant impressions and clicks for a lower bid.
Work with Google search networks
Although you may have the temptation of using product listing ads (PLAs), this is often ideal if you have a luxurious budget. Thus, you will do well to stick to Google Search Networks.
Have a broad Negative Keywords List
Create a broad list of negative keywords and ensure that it is updated regularly. This way you will not run the risk of spending money on people that are not interested in your product or services.
One of the sources of negative keywords may be the irrelevant organic search results that can be accessed on the AdWords search results, Google analytics account and negative keyword search tools, such as Wordstream.
Shun Dynamic Search Ads
These refer to those ads that are not generated by specific keywords that you have chosen. Rather, they come up when someone searches for words that are related to your landing page content.
Although it may appear convenient, it gives rise to irrelevant clicks and impressions that will deplete your budget.
Have a bidding strategy
Rather than let your bid be automatically controlled by AdWords, you can manually set it so that it matches the cost per acquisition and ad position that you desire.
Thus, you may bid with your target location in mind as your AdWords account is able to capture the geographical location of your traffic. When you reach your daily budget for the campaign, you can consider lowering your bid. This way, you can be visible for a prolonged period without affecting the performance of your campaign.
AdWords Doesn’t Have to be Done With Big Budget
a Google Ads campaign does not have to be done on a big budget to be effective. All you need to do is have a strategy that takes into account proper planning, tracking as well as well-timed changes as explained in the points above.
If you have other tips to manage an effective low budget campaign, please let us know.