MAKE PPC WORK FOR YOU ON A BUDGET
A good marketing campaign usually doesn’t come cheaply, and it can feel like an impossible task if you’re working with a tight budget. For small businesses, you need to spend wisely, but it is possible to shake up your advertising and create a successful PPC campaign on a smaller budget.
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Have Realistic Goals
If you’re working with a tighter budget, it’s important to have realistic expectations for your PPC Management. What can you achieve with the budget you have? For example, if your budget is $200 a month, and the average cost-per-click is $2.50, you can get 80 clicks a month. Don’t go in expecting 500 clicks, or you’ll just be let down.
Prioritize Goals
With a tighter budget, you don’t want to try and do too much at once. Concentrate your budget on one goal at a time.
Decide if you want to work on brand awareness, product advertising, lead generation, sales or repeat sales. Put your budget into only a few goals with each PPC campaign. A more focused campaign is the way to go if you have less to spend. If you’re setting restrictions, remember this could restrict traffic to a campaign. Try loosening up your restrictions if you aren’t seeing traffic from your ads.
Use Geo-Targeting
Getting your adverts seen locally can be the best way to go if you don’t have much budget. You need to balance getting your ads seen by customers, without narrowing down too much and stopping the traffic. Balance relevance with the budget.
Schedule Your Adverts
Schedule your adverts to only run at specific times. You can set up ads to run only on certain days and at certain times of the day. For example, run ads only during your business’s opening hours. If you’re always open, use your reporting tools to see if you get a better response at certain times of day, and schedule for those times.
Think A Little Differently
A small budget can be challenging for PPC, but if you think a bit creatively, you can make it work for you. Forget the classic rules of how a PPC campaign should work, and instead change things to better suit your budget and your business.
For example, most businesses will direct PPC campaigns to different landing pages and test to find the most effective. This is expensive. However, if you do a lot of business over the phone, you could drop the landing page and instead use a ‘Call Now’ call to action on your advert.
Use Tracking
You can get all kinds of useful information about your customers and what they are interested in by tracking your PPC results. Set up tracking through the platform you’re using for your PPC adverts and monitor your website analytics closely to see how your PPC adverts are performing for you. This data will be very useful for telling you what worked, what didn’t, and how best to optimise your adverts moving forward and get better results.