Do you need to stretch that dollar as far as it can possibly go?
Return on investment is crucial for businesses that have a low start-up budget. Solopreneurs usually don’t have massive budgets so keeping an eye on their campaigns and making the most of every dollar is crucial to a wildly successful PPC campaign.
Here are 6 tips to keep at the front of your mind when starting with PPC on a small budget:
1 – Focus On Core Products & Services
When you launch a PPC campaign for the first time, narrow your focus down to your core products and services. You don’t want to be promoting too many things when you first start out as you’ll spread yourself too thin.
Consider the following things when launching your first campaign:
- Which products are most popular?
- Which ones convert the best in general?
- Which have made the most money for you?
In an ideal world, one of your products will have both popularity and high-profit margins. Pick one core thing and promote that until you’re generating a solid, consistent profit from your campaigns. Don’t focus on anything else until you nail this first.
2 – Split Up Campaigns & Ad Groups
Quality score is a metric that is becoming more and more important in determining the results of your PPC campaigns.
Quality score is a metric that grades your keywords based on relevancy. The higher your quality score is the cheaper your clicks will be for your keywords. It’s possible to rank higher in the SERP’s and actually pay less per click if you have a high quality score.
This is the case because Google & Bing want to make the most money out of us and provide the best quality ads to their customers so if they see your ad performing better than other ones they will move it up automatically. This results in increased exposure and more clicks for you at the same low cost. Interestingly, Google & Bing also make more money because the CTR of your ad will be higher than your competitors.
3 – Understand Your Ads
In Google AdWords alone, there are several different campaign types available. The search network places your ad in the usual spots above and below the organic results when you search for something in Google, as illustrated below…
The display network are the small image ads that come up when you search for certain keywords.
Google shopping for e-commerce companies displays search results in the shopping tab of Google.
One of the biggest mistakes people make when starting out is targeting too many things in one go. Each network operates differently and is crucial that you only target one network at a time to give you a chance to master each one before moving on to the next one.
4 – Leverage Geotargeting
Advertisers on Google can geo-target specific regions they want to advertise to. This is perfect for local businesses that want to reach people in their local area.
You can easily target searchers geographically by the distance from your local business. This is called radius targeting. You can also target specific cities, counties, states and postcodes!
5 – Use Phrase & Exact Match Keywords
When first building out your keyword lists in your tight matching ad groups, you’re much better off using exact and phrase match to start. This will ensure you don’t waste money on clicks that are completely unrelated to your business.
Exact match terms have the highest relevancy but lowest search volume, phrase match have less relevancy and a higher search volume and broad-match has the highest search volume with the lowest relevancy.
The key is to strike a balance between high relevancy and a decent amount of traffic. The only way you’re going to do this is to start testing things!