As a business, your ultimate goal is to find the most effective and efficient way to put yourself in front of your audience. Very often, the most effective way to accomplish this goal is through the use of a paid advertising campaign.
Otherwise known as Pay-Per-Click.
Pay-per-click advertising is a powerful way to ensure that your target audience sees your campaign, but, as the name suggests, it requires money.
Navigating cost-per-click advertising campaigns on a small PPC budget can be a challenge. But,don’t be discouraged!
Whether you’re a larger or a smaller business, it is entirely possible to make sure your ads are seen even on a small PPC budget!
Check out these tips for creating a successful campaign on an ad budget that won’t break the bank.
Determine Your Budget
Determining your PPC budget isn’t as easy as simply choosing a lower-cost amount. The success of paid advertising depends on how much you pay for your ads. There are many moving parts that determine the correct budge.
It’s All About Expected Traffic
The key to determining the expected budget for your PPC campaigns is to decide how much traffic you wish to gain. Decide on that number first then research the average cost per click of your chosen PPC platform. Once you have those two variables, you can perform this simple math problem to determine how much you should expect to spend.
CPC x Desired Website Traffic = Monthly Budget
For example, let’s say that you want to drive 300 people to your website and the average CPC on Google Ads is about $2. You would simply multiply the 300 people by the $2 CPC to get an approximate $600 monthly budget.
Of course, you can definitely dedicate more or less money to your ads. The amount you actually end up spending on your ad will depend on your goals, the volume of searches, and how competitive your business industry is.
Remember, the equation above is used to calculate your expected budget. Your actual budget must take into account both your website and lead-to-customer conversion rates, which could raise your price.
Choosing the Right PPC Platform
You may be tempted to believe that Google Ads is the best PPC platform, and you’d probably be right. Not only is Google the most popular search engine, but Google Ads is the most popular platform for PPC ads.
However, Google may not be the exact match for your business. Depending on your business model and goals, these other channels may be a better fit:
- Microsoft Ads: Bing, Yahoo!, and DuckDuckGo
You can operate a single ad account on any of these platforms on a limited budget, but we suggest utilizing multiple platforms to see further benefits. For instance, combining both YouTube and Facebook ads may be the perfect way to reach your desired target.
Identify Your Target Audience
The most important digital marketing strategy tip we can give you is to know who you’re marketing to. This is called identifying your target audience, and it’s the cornerstone of creating PPC ads that work.
Your target audience’s demographics and psychographics are going to determine how you create your ads. Let’s say you’re marketing towards a group of seniors. Based on their demographics you shouldn’t opt for bright colors and curvy fonts traditionally associated with school children. You should also tailor your advertising copy and landing pages to suit the seniors you are marketing towards.
You will also need to determine why these potential customers in your target audience would buy from you. What needs of theirs does your business satisfy and why is your business different from your competitors? PPC marketing is competitive, and identifying your points of difference will give you a leg up in creating a successful campaign.
One demographic point that is important to take note of is location. Local PPC ads enable you to provide a more relevant experience for your target audience by providing content based on geographic area. For example, let’s say that you want to advertise an upcoming in-store sale. You can target ads to make sure people in relevant zip codes see them.
Utilizing geotargeting means that you won’t be spending excess money to pay for ads that won’t reach your target audience. Using a strategy like this is the key to keeping PPC budget-friendly!
There are multiple different types of specific keywords that you can use in order to determine where your PPC ads should appear.
- Branded Keywords are company names. Eg. ‘Social Eyes’
- Generic Keywords are used to cover ambiguous ideas and search terms. Eg. ‘cars’ or ‘website.’
- Transactional Keywords must include some sort of purchase intent. Eg. ‘car wash’ or ‘website designer’
- Locational Keywords cover location. Eg. ‘car wash Eagle’ or ‘web designer Boise’
- Long-tail Keywords are made up of more than 3-4 words and are highly transactional. Eg. ‘ car wash and seat clean’ or ‘website design for attorneys’
- Informational Keywords contain information. Eg. ‘car wash directions’ or ‘how to design a website’
Of course, the above keyword types are not all or nothing; for example, you can have a keyword that is both locational and informational at the same time.
Just keep in mind that to best utilize your account, you should have more than one core keyword. If every keyword you have includes the word ‘car,’ you’re essentially just targeting that one word. Try utilizing other keywords like ‘vehicle’, ‘wheel’, ‘cleaning’, and ‘hand wash’.
Along with these keywords and Google search terms above you also need to pay attention to two other keyword types.
- Competitive Keywords are keywords that your competitors are using to try and increase their own traffic. Target these as well to boost your ranking and appear alongside your competitors.
- Negative Keywords prevent ads from being displayed for a certain word or phrase. Be aware of these so as not to use them.
Your PPC campaigns will enable you to rank on the first page of Google’s search engine, but simply having your ads out there doesn’t mean you’re guaranteed to drive traffic to your landing pages. This is where goals come in.
Like every marketing campaign, an important part of creating PPC campaigns is setting goals that you want to accomplish. Each ad should exist to accomplish a specific goal, and when you’re working with a smaller budget, this is even more important. Having a well-defined goal enables you to create ads that resonate with your audience.
Reaching your target audience is half the battle, and if you can do that on a small budget, then you’re golden.
Keep Your Campaign Focused
To fully make the most out of your daily budget for your display campaign, each ad should focus on a specific goal. You may want to promote a contest, drive website traffic, generate leads, or widen your brand exposure.
Pick the best goal for your current business situation, and design a campaign that plays to that goal.
You should keep your campaigns focused on the goals you have chosen for them. Doing this is the best way to drive leads, build awareness, and generate revenue!
When you’re working with a small daily budget, every dollar counts! Make the most of your small budget by taking advantage of ad scheduling.
Within your ad account, you will have the option to schedule ads at different times of the day. If you use this to zero in on the times when your target audience is most likely to be active, you’ll be more successful in getting them to click on your PPC ad. You can turn your ads off when no one is looking, and turn them back on when traffic kicks up. Don’t waste your money on zero eyes, use ad scheduling to increase your likelihood of conversions.
Please note that you should not use your intuition when deciding which times of the day your targets are most active. Use real-world data to best determine your ideal ad times.
Check Out Your Data
Once you’ve spent the money to get your PPC ads running, you should be checking your data to see just how well those ads have been performing. In order to make the most of your small ad budget, you need to be looking at the following metrics.
- Impressions: How many times your ad has been shown
- Clicks: How many times your ad has been clicked on
- Click-through-rate: The rate that your ads are clicked on
- Return on advertising spend: Measures the overall efficacy of your PPC ad spend
- Cost-per-click: The amount you are charged when your ad is clicked
- Conversion rate: The percent of users on your site that completed the desired step, which could be signing up for email alerts or completing a purchase
- Cost-per-conversion: The cost of a PPC ad compared to its success
By paying attention to your data metrics you can better allocate spending and make beneficial changes. For example, if Google Analytics is reporting that your conversion rate is below optimal but your click rate is great, you know that you need to change something on your webpage itself.
Remember, It Takes Time
Once you implement a pay-per-click campaign we know that you want results as quickly as possible. After all, you’re creating paid advertising, and no one wants to wait months to receive results. We’re sad to say that we have bad news on that front.
On average, a PPC campaign will take around three months before you start to see any significant action. Yes, PPC puts your ads in front of your audience fast, but it’s going to take a fair bit of time to see any data rolling it.
PPC is a marathon, not a sprint. Just let your budget do its thing, work with your data to make necessary changes, and remember that you’re in it for the long haul.
If you’re ready to start utilizing PPC strategy to rank on the first page of Google then give your local digital marketing experts a call. Social Eyes Marketing will drive business to your website through paid placements. Grow your business and client base with us!