If you're trying a grow your business and establish your brand, it can be tough to find much room in your budget for online advertising. Fortunately, digital advertising doesn't have to cost a fortune: A few strategies can help you make the most of your Google AdWords investment.
Let's look at some simple ways you can optimize your Google AdWords search campaigns to save money and still get great results:
1. Get To The Point
When your advertising budget is limited, you need to choose your keywords with care. Instead of focusing solely on broad-match keywords, try some alternative options such as Exact Match and Phrase Match; long tail keywords are another good keyword choice that can help target your advertising to the right users. Exact Match and Phrase Match keywords typically cost less than their Broad Match counterparts because they are more specific, therefore more relevant to the searcher. You can learn more about keyword type here.
2. Have A Block Party
Expanding your list of negative keywords is an effective way to avoid wasting money on clicks that aren't going to drive sales. Do your products and services have alternate meanings? Do a Google search for your products and services, and as you are typing look at the suggestions that Google provides. If they aren't what you are wanting to attract, be sure to add them to your negative keyword list.
You'll also want to be sure you block out people looking for job, DYI, legal, or free services related to your industry (unless that is your target audience). For example, if you are targeting searches for "foster care", you'll most likely want to block "foster care jobs", "foster care laws", and so forth.
3. To Mobile, Or Not To Mobile
If your conversion goals on your website are not optimized for mobile devices, it's a good idea to block mobile ads from showing. Why spend money on mobile clicks if your website doesn't have responsive design, or it's difficult to make an order? On the other hand, if your main goal is to generate phone calls, it can be a good idea to only run mobile ads.
Going 100% mobile is a good tactic for businesses that offer urgent services that aren't highly researched by consumers before making a purchase. For example, a plumber or towing business would benefit from a mobile-only ad; while someone looking for a doctor or retirement home will most likely want to research their website before making a call. Learn more about mobile bidding here.
4. Don't Be Number 1
You don't have to be in the top position to make an ROI on your Google advertising. In fact, being in the 4th or 5th spot can be just as profitable less money. They key to getting placed in the the mid level spots and maintaining a low CPC is to have a high Quality Score and bid low. Start by getting your ad to the 1.0 position, then gradually reduce your bid to lower your rank.
As your bid decreases, your quality score will also because of your bid, but you will be certain that your ad and landing page are still high quality because you started from the number 1 position. This can especially work well for products and services that are highly researched before making a buying decision. For example, somebody searching for new accounting software most likely will not convert on the first ad they click on; they will shop around and eventually click on your ad.
Remember, your time is valuable, and depending on how much of it you spend on your AdWords campaign, it might make sense to hire a digital advertising agency to manage it for you. Small businesses on a tight budget need to make the most of their advertising dollars. Google AdWords offers a great way to grow your business and increase sales. With a little strategy, you can optimize your AdWords campaigns without sacrificing your dollars.