Pay-per-click (PPC) campaigns have a lot of advantages. Unlike content marketing, PPC can drive almost immediate results. Plus, with an average two-dollar return for every one dollar spent, it’s a great way to boost your advertising. The team at Front Porch Solutions has compiled these tips to help you craft a PPC campaign on a budget.
Can You Run a PPC Campaign on a Budget?
If you’ve never set up a PPC campaign before, then the process can be a bit daunting. The good news is that there is no minimum budget on Google Ads. Make sure that you understand what PPC is, and then make the most of your budget with these tips!
Determine Your Budget and Goal
Before you jump into designing your campaign, decide the maximum budget you’re willing to spend per day. Compare this number to the average cost per click (CPC) for your industry, and use that number to determine a realistic and specific goal for your PPC efforts. Goals can include brand awareness, leads, sales, and more.
Choose Specific Keyword(s)
The smaller the budget, the fewer keywords you should have. Let’s say your ad budget is five dollars per day. Rather than bidding on eight keywords that each cost that much per click, focus on one unique, longer keyword. Research medium volume, low competition keywords in your industry with a keyword planner.
Remember to keep in mind how search terms line up with what the searcher is likely trying to accomplish, and how their intent aligns with your goals for the campaign. For instance, someone looking up “pizza” could be looking for a variety of things, while someone searching for “gluten-free pizza near me” is probably looking to purchase a pizza soon.
Create a SKAG
With your keyword defined, create a single keyword ad group (SKAG). SKAG’s take your keyword and modify it with different match types, allowing you to focus your ads on displaying more relevant content based on search terms. Compare that to campaigns that have dozens of keywords in a single ad group; their ads can’t cater specifically to all of those search terms.
Select a Bidding Strategy
Google Ads offers different bid strategies based on the networks your targeting and the goals of your campaign. There isn’t a one-size-fits-all option here, but there is research that suggests that Enhanced Cost Per Click (ECPC) may be the most effective method for small budget campaigns.
Location and Timing
Geotargeting and ad scheduling can also limit irrelevant audiences. If your business only operates in a specific region, it likely makes sense only to target that area. Furthermore, if you’re trying to drive leads to contact you or visit your store, you might want to only run ads during the hours that you’re open. Even if your business operates online, there are probably times that your ideal customer is more likely to be searching for your product or service. Google Ads Hour of Day report will let you see how your assumptions stack up against your data.
Optimize Your Landing Page
Driving clicks to your ad is relatively easy, but don’t forget about your landing page. Make sure that the message on your page matches the intent of the keywords you have in your campaign, or your conversion rate will suffer. Chances are, people aren’t ready to give you money after one click. Instead, think about what they are looking for based on their intent and place in their buyer’s journey. Is it a consultation, a quote, more information? Instead of asking them for something, offer them what they’re looking for in exchange for their contact information.
PPC campaigns can generate a sizeable return on investment, but they require thought out planning and a willingness to wait, analyze, and make adjustments. If you’re feeling overwhelmed designing your PPC campaign, the Front Porch Solutions team would love to help. Contact our team today to get started!