For advertisers, be it large and small, PPC and digital marketing often comes down to making less money go farther. Even the most experienced advertisers constantly look for avenues to optimize their campaigns and save money. For many small businesses, saving money on PPC can mean the difference between success and failure.
- Increase CTR With Better Ad Copy
One of the best ways to save money on Google Ads is to write better ads. Better ad copy increases CTR which in return increases your Quality Score. Quality Score is the most important metric should advertisers should focus on running most cost-effective campaigns.
- Use Extensions To Further Increase Your CTR
The second money-saving tip is to use ad extensions to make your ads more clickable. There are dozens of ad extensions available on Google Ads, so no matter what type of business you run or what you’re trying to sell, there’s an extension or two that could help your ads stand out.
- Adjust Your Campaign Geolocation Settings
Ads’ geolocation settings are awesome. Geolocation settings allow you to only display ads to certain regions/areas, or within a specific distance of your business. Geolocation settings are also among the most overlooked features in AdWords, and many advertisers either improperly set geolocation parameters, or fail to apply them to their campaigns at all.
You need to make sure that your geolocation settings are set to optimal hours of operation for your business. Especially, this is important if you’re advertising goods or services sold from a brick-and-mortar store or physical location.
Use Dayparting In Concert With Geolocation
Similarly to geolocation settings, dayparting can help you to increase the value of your business’ visibility during specific times of day – ideal for advertisers hoping to drive traffic to a store. By using dayparting with geolocation, you can get higher degree of control over when and where your ads are shown to users. However, with greater control comes the need for greater oversight and vigilance to make sure you aren’t sabotaging your own efforts.
- Create A Negative Keyword Conflicts Report
If you’re new to paid search then you might be using negative keywords. However, have you ever prepared and compiled a negative keywords conflict report? If not, then you should know that some of the negative keywords that you’ve added to your account are costing you money.
On Bing, negative keyword conflicts report allows you to identify any potential conflicts between excluded negative keywords and search terms that you’re actually bidding on. As well as alerting you to potentially costly keyword conflicts, this report can also help you to identify negatives that could be harming your volume.
- Find New Keywords
When it’s come to saving money, advertisers tend to reduce their spend or lower their money. However, one of the most effective strategies you can use to save money on PPC campaign is to go after new keywords. Long-tail keywords are the best way to save your money. It can have a remarkable impact on your click-through rates which raises Quality Score and reduces costs.
- Check Device Targeting and Optimize Bids For Mobile
With the balance of search volume tipping from desktop to mobile, your device targeting settings should also be on your list of account optimizations. More and more people are searching for goods and services as they go about their day, and even searches that convert from desktop may have actually begun on a mobile device.
Once you’ve made sure your device targeting settings are in order, be sure to take a look at your bids. Mobile CPCs, which were once stayed at bargain basement prices, are climbing steadily to reflect increased mobile traffic and competition, so take a look at your mobile bidding strategy to make sure you’re not losing money on bids that are too high for your business. Also, you have the option to set mobile bids at either the campaign or ad group level, so you’ve got a lot of control over how much you’re willing to pay for mobile clicks.
- Refine Match Types
Match type plays an important role PPC setting. Overly broad keyword match types can affect your cost. So check whether your match types are set appropriately. Some search types terms will be naturally more competitive (and thus, more expensive) than others, and there may be times when you simply can’t avoid using certain match types for certain search terms. It’s definitely worth checking that you’re not wasting money by using inappropriate match types.
- Be Selective With Stacked Bid Modifiers
While we’re talking about the match types, think carefully about whether using stacked bidding makes sense. Stacked bidding gives you the option to bid on two (or more) match types for a single keyword. Broad match offers greater volume, on the other hand, exact match offers greater relevancy, so there’s definitely a case to be made for stacked bidding.
However, in some cases, you could be paying above the odds for some keywords if you’re using stacked bidding, especially if you’ve left your account unattended for a prolonged period of time. Check your campaigns and identify any keywords you’re going after with stacked bids. Are you able to fetching the volume you want at the CPC you want? If not, it might be the best time to reconsider stacked bids.
- Launch Call-Only Campaigns to Avoid ‘Leaky’ Landing Pages
For all their advantages, landing pages have a fatal weakness – they’re often the leakiest part of the conversion funnel. Visitors are more likely to abandon their shopping cart/download/whatever when presented with a landing page (even a beautiful, well-optimized landing page) than they are at any other stage of the conversion process. So what can you do? Get rid of your landing pages entirely. Call-Only campaigns are perfect for advertisers that are trying to attract phone calls from their PPC campaigns. Rather than wasting prospects’ time by sending them to a landing page form they may never complete, you can launch a Call-Only campaign that lets prospective customers call your business directly from your ads, eliminating the leaky landing page problem altogether.
- Start Remarketing
If you’re not remarketing to visitors who came to your site and left before converting, you’re essentially spending all this time, money, and effort into attempting to persuade prospects to convert during a single session.
Remarketing is undoubtedly one of the best ways you can save money in PPC and make your existing budget work much more effectively. Remarketing is also needed for paid social campaigns, along with obstacles faced by paid search advertisers – multi-device/offline conversions, non-linear conversion pathways, simple abandonment/distraction – are also major roadblocks for social advertisers, too.
- Conclude You’re A/B Tests
In their search for statistical significance, many advertisers leave A/B tests running far longer than require. This can be due to hesitation or uncertainty about the result of a specific test (particularly if the data disproves your original hypothesis), or simple forgetfulness.
Actually concluding your A/B tests is very important. The longer the tests run, the less likely major “gains” are likely to be clear winners, as results from changes to your ads or landing pages tend to normalize over time.
Don’t stay away from actually pull the plug on A/B tests and pause all of the ads that didn’t make the cut. Remember – you can always retest later if you’re not sure about the results, but be confident in your data.
- Spend Time On Your PPC Accounts
Our last money-saving tip seems like a no-brainer, but you’d be amazed by the number of small businesses that don’t even bother to log into AdWords at least once per week (it’s about one in four, in case you were wondering).
Spending time in your account is one of the best ways to identify problematic areas of your campaigns before the financial damage can be done. It allows you to identify – and correct – issues before they become major budgetary difficulties.