5 Critical Tips for PPC Success for Small Businesses on a Budget
Chad Kearns May 4 2016
Small business owners are typically on a tight budget with every dollar accounted for. It is imperative that advertisers stretch their PPC budget to get the highest return on their investment. Let’s review our five top PPC tips for campaign success on a limited budget:
1. Separate networks by campaign
When advertisers set up their campaigns, Google, by default, recommends serving your ads on both the Search and Display Networks. This is a great strategy if you want to have an outlandish number of impressions and overpay for each click by a visitor…
A more effective strategy is to separate campaigns to serve ads on each network individually. Each network has been made to reach an audience with different goals on different types of sites. For example, if you are trying to run a branding campaign to grow awareness, then the Display network is a good bet. By separating campaigns by network, you can save money and time.
2. Use negative keywords
Using negative keywords effectively will help to weed out some of the irrelevant and unrelated clicks wasting your money.
For example, if you are a lawyer defending DUI cases you will want to filter out terms such as: DUI alcohol limit, free lawyer, domestic violence lawyer, etc. This way, people searching for those specific terms won’t trigger your ads and cost you money. The longer a campaign runs the more opportunities there will be to add negative keywords which are triggering irrelevant clicks. Use Google’s Search Term Reports to find new ideas for negative keywords.
3. Don’t “set it and forget it”
Think of your account as a living thing that needs to be cared for.
Once you have your campaigns built out with all the keywords and ads, you probably think your work is done, but that’s not the case; the work is just beginning.
Advertisers need to be cognizant that their account needs to be monitored frequently. Depending on the size of the account, once a day or twice a week should suffice. When going through the account, you should be adjusting bids, monitoring average position, adding negative keywords and testing ad copy to find the highest converters. Without proper care, things can hit the fan quickly, negatively affecting your campaign’s performance and ROI.
4. Advertise only where you can deliver
Small businesses need to be conscious of where they are spending their PPC dollars. Use location targeting to limit the regions your ads are eligible to show in.
For example, do you sell clothes but don’t ship internationally? Make sure your ads are only targeting your home country. Are you a car mechanic operating in a specific city? Then there is no need to advertise beyond the region of your service.
With location targeting, you can get as broad or defined as you’d like. From zip codes to countries, the possibilities are limitless.
5. Don’t forget–there IS customer support
Call that 1-866 line if you need to talk to a human being at Google or Bing.
Ever want to smash your computer because you can’t get to the bottom of an issue? I do too. But don’t. Errors happen, code is written wrong and often times automated help is not very useful. Speaking with a real person is often the best way to resolve your issues. Getting personalized attention for your account by someone who knows the intricacies of the platform is an invaluable tool.
Hopefully, these 5 critical tips for PPC success for small businesses on a budget will help you to achieve advertising success. Using these tips and following other basic guidelines should help to maximize your PPC budget by increasing the number of clicks you earn and also by showing your ads to a more qualified audience.
Vice President of Client Solutions
Chad is responsible for helping guide Portent’s service offerings and execution. With Portent since 2012, Chad is passionate about ensuring clients receive top-notch service and results from our team. Outside of Portent, Chad loves to be outside- hiking, playing soccer, skiing, and cheering on his Seattle sports teams. Read More