When working with a low budget, getting the best ROI for your PPC campaign is essential. Let’s take a look at how you can maximise your campaign results.

What is PPC?

PPC, or Pay Per Click, is a type of internet advertising that directs search traffic to individual websites. Search engine advertising is one of the most popular forms of PPC, as it allows any website to bid for placement within a search engine results page based on keywords and daily budget restrictions. Essentially, PPC advertising is a way of “buying” visitors to your website, and is the opposite of organic search traffic. Google displays PPC adverts in the form of a sponsored link. These look very much like organic listings, making it hard for visitors to spot which results are paid for and which are received based on key word relevance alone.

Running a successful PPC campaign can be quite challenging. As a small business, you will typically have a lower budget available compared to larger companies. With limited resources, you have to be very specific in setting up and running your PPC campaign. This means you have to optimise your campaign as much as possible to get the best results and compete against bigger competitors.

Focus on your best products or services

When you’re wondering where to start, think about your most popular products and services. Choose the ones with the highest profit margin or the best conversion rate on your website. If you’re not sure what to choose, start with a combination of one or more products or services. Try to stay away from promoting everything you sell at once.

Understand where your ads will be shown

When you use Google AdWords, there are a few specific locations where your ads will be shown. First, they will be shown on Google’s Search Network. This refers to the search engine results pages that visitors will see when they search for a specific product or service.

The display network will show your ads across Google’s Display Network. This generally refers to image ads. Finally, you can also choose to have your products displayed in Google’s shopping campaigns. They will be displayed as single products within the Shopping tab of Google.

You can choose where you want your ads to be displayed, whether it’s a single location or a combination of all three. You can even divide your campaigns to each focus on a specific display location.

Focus on specific users with geo-targeting

Within your PPC campaign, you have the ability to geographically target specific users in a region or area. This means you can focus on visitors you believe are likely to become customers. This is very helpful if you run a physical store and want to focus on local customers to boost sales.

Make use of exact match keywords

If you stick to exact match and phrase keywords, you’ll limit the number of overall clicks and impressions that your ads will attract. This will help to maximise your budget. it will also increase the possibility of your service or product matching up exactly with what a visitor is searching for.

By choosing the keywords and phrases that are most relevant to your ads, you’ll boost your conversion rates and help to stretch your available advertising budget.

Keep your ads simple

When you get started with your PPC campaign, stick to simple text ads. Make sure that it contains your keywords and match it with an ad group that will improve your relevancy. When you write the text for your ads, consider the descriptive headline – what do you want to sell?

Make sure that your description shows why you are better than your competition, and what users should do when they click. This is a great way to promote your products and services with effective text ads.

Track your conversions

A great benefit of using PPC campaigns is that you can track every click and everything you spend. This makes it easy to monitor money spent and calculate your ROI. Regardless of the platform you use, tracking should always be part of any PPC campaign.

Make decisions driven by data

Since you will now have the ability to track your sales leads, be sure to use this data to influence your decision making in terms of your advertising. With the right data, you can make better decisions; this can be changing your ad copy, improving your geographical focus, or choosing different keywords. Data is always available everywhere within your PPC campaigns – use it to your benefit.

With these tips, you’ll be able to not only set up but also improve your PPC campaigns over time. You can make the most out of your available budget and keep on improving and tweaking your campaigns.


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