Having a whopping budget hasn’t been a prerequisite for your PPC campaign. Key factors that decide the campaign’s success are the niche you’re operating in and the level of competition in that business vertical.
With my decade long experience in paid search, I can assure you that even a small PPC can give your project a great launch. Do note, here I am talking about Google AdWords, the most popular PPC advertising platform.
Ways To Manage A Low Budget PPC Campaign
In this article, I am elucidating a few quick points that are helpful in managing a low budget PPC campaign. These points are especially useful for small businesses that come under fire when campaign fails to take off.
Target the Right Keyword(s):
This is the basic question even ace search advertising professionals miss quite often. Though, their campaigns begin with deeper keyword research, they skip reviewing it more often in later stages under the assumption that all is well. But for the marketers with low budget, it could create an irreparable damage.Therefore, my suggestion to such marketers will be the following:
- Review your keywords regularly, yes, regularly.
- Find out if you have missed any keyword in the previous keyword research.
- Find out if you have made any change since your last keyword research.
- Track if you deal in a product that changes overtime.
- Find out if your competitors have also changed their strategy.
The core is this: Create a super sound keyword research strategy and search for new, relevant and highly converting keywords.
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Track What Competitors Are Doing:
This is another way to unveil new strategic keywords. Watch out for your competitors and the keywords they have been bidding on. This is how you can collect insight of better and exclusive keywords. But that doesn’t necessarily mean to stick to the competitor’s keywords unless you have carefully evaluated your competitor’s competence for those keywords.
Start With A Small Budget:
If running low on budget, you must spend it on the keywords you are dead sure about. Begin spending on the keywords that largely indicate buying intent of your potential customers. These are the keywords that have been extracted after deep research requirement gathering. It’s recommended to start with Exact Match keywords to avoid overspending for irrelevant keywords.
Expand Your Audience Outreach:
The moment you reach your Exact Match ad groups, expand your reach and create Phrase Match ad groups. Then Google will not only show those ads to the people who enter the keywords exactly and search for the closer variants of those keywords.
In case, you ‘re planning two ad groups using the same keywords with one Exact Match and the other one is Phrase Match, ensure to include Exact Match keywords as negative keywords.
Work on Negative Search Term:
In case you’ re relying on Phrase Match or Broad Match keywords, you might be ending up paying for keywords that are irrelevant. Therefore, to avoid overspending or spending on irrelevant search terms, comb through your search terms report and weed out useless keywords. Once found, add them as negative keywords. This way you can save yourself from spending on waste keywords.
Look at Quality Score:
This is the ideal standard of paid advertising. More your Quality score is, the less you have to pay for AdWords advertisement. There are several ways you can keep your Quality Score high.
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If your ads and the way you target your audience convinces Google, it adds value and boots CTR. To keep your Quality Score high, don’t include more than 20 keywords in each group. Furthermore, the landing pages you create to disburse your offer should be relevant to your keywords or keyword groups.
Your PPC campaign strategy shouldn’t be limited to the above. Go deeper into research and find how to utilize your dollars on campaigns. Remember, Google AdWords could be an expensive investment if done without looking all its aspects. I don’t see any reason to invest money in any channel if the ROI isn’t there.