PPC or Google Adwords Tips – Call (07538) 199694
Ab Fab Internet Marketing – Plymouth, Devon
* Travel down the long tail
Choose long tail keywords and avoid high-level 1 and 2 word keyword phrases that are highly competitive. For example, if you are an estate agent (especially in Plymouth – Call us on (07538) 199694) , avoid keywords like “estate agents” or “estate agency”. Instead, advertise on longer tail keywords like “homes for sale in manadon park plymouth ” or “flat to let in mannamead plymouth”, etc.
* Keep it small and simple
The most important part of creating a successful campaign on a small budget is to keep the entire campaign small. You’ll need to select a small group of keywords to target and focus on. You should still create separate search and display campaigns but keep them both small and consider focusing more on one than the other.
Your goal is to maximize the spend of your limited budget on a minimal amount of keywords. You need to receive several impressions, clicks and conversions for each keyword and creative in order to optimise. If you only receive 1 click or conversion for every keyword or creative in your campaign you won’t know the actual effectiveness of your campaign.
* Maximise your budget
No, I don’t mean maximising the spend of your budget, but rather maximise the usage. Get the most from your budget by learning and spending it effectively.
Advertising networks don’t want you to know that it’s possible to create a profitable campaign by spending very little, but you can create a successful campaign with as little as £15-£30 a day. Of course it’s easier and faster to throw a lot of money at a campaign and learn what works and what doesn’t. But, when you don’t have a large budget, you don’t have the luxury of simply spending more to learn.
Early in your campaign your budget will go towards “learning”. This “learning” is not wasted spend, since you can’t learn without spending. Once you’ve learned all you can you’ll be able to optimise and grow the profitable areas of your campaign.
* Keep testing to a minimum
Testing and optimising is what makes PPC campaigns succeed and differentiates the winners from the losers. But, with a small budget you will need to keep testing to a minimum.
With a small budget campaign each ad group should have a maximum of 2-3 ad text creatives and landing pages can only effectively be tested via A/B testing. Remember, you need a lot of traffic to determine what works, so you’ll need to focus your small amount of traffic on a few tests to learn and know for certain where and how to optimise.
* Set it and forget it
Set up your campaign and then forget about it. Your budget will ensure that you don’t lose or waste money, but you need to let your campaign run for a while so that you can learn from the statistics that you gather.
It will be difficult to sit back and watch your campaign run and spend without touching it. But, resist the urge to make any changes before your campaign has received enough statistical data to make the correct decisions.
* Grow and then grow some more….
Once your campaign is achieving profits you can begin increasing your budget. You’ll start by slightly increasing your campaign budgets a little bit at a time. Increase your budget by double, and then run it for few days or a week. Make sure it’s still profitable, then double it again and run for another few days or a week. Continually repeat these steps until you’ve got a very profitable campaign that is self-sustaining.
Once you are at this point you’re budget becomes irrelevant and as long as you have the cash you can continue spending and growing your campaign based on profits, rather than based on a budget. Now you can grow the existing campaign and/or start another niche market campaign and repeat the process again and again.
* It has to be mentioned…
Please oh please don’t “Google yourself” to find out what position you are in the search results. You will always skew the stats and analytics which gives your SEO or Internet Community Manager false readings and make his or her job harder.
PPC can be kind to any size business use it wisely and listen to David (07538) 199694
Related articles
- How to Launch a Google AdWords Campaign the RIGHT Way (hubspot.com)
- Small Budgets And Big Keyword Lists (epiphanysolutions.co.uk)
- 25 Tips For Giving Your PPC Campaigns a Boost (searchenginewatch.com)
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