PPC on a Budget – 3 Hot Tips
You’ve decided you need PPC so you can quickly drive traffic to your site to generate sales and enquiries. Problem is, you’re a small company with a small budget…is it possible? Of course it is!
1. Keep it small
One of the most important parts of creating a new PPC campaign with a small budget is not to over reach. By this I mean there is little point in creating a campaign that covers multiple products or services you offer with a daily budget of £20. All that will happen is you will spread your budget too thinly and no single campaign will gain enough impressions and clicks for you to optimise and determine if it’s actually making a difference.
You’re better off creating a small, tightly themed campaign that focuses on one particular product/service you offer and assigning your entire daily budget to it. This way you’ll be able to maximise your spend on a limited amount of keywords and it will be a lot easier to gain an idea of how well the campaign is performing.
2. Chase the long tail
Try where possible to choose long tail keywords for your ad groups and avoid the more expensive and competitive 1 and 2 word phrases. For example, if you sell home insurance, avoid keywords like ‘home insurance’ or ‘house insurance’ and focus on terms like ‘home insurance in Fallowfield’ or ‘insurance for semi detached house’.
By following the long tail strategy, you can gain cheaper clicks as the terms are less competitive, allowing you to generate more clicks for your budget.
3. Just let it run
The natural reaction of most new PPC advertisers with a small budget is to make multiple small changes every day to an account. In truth, this can be counter-productive because making regular changes to an account can blur the statistics you record as you’re continually changing the rules.
A bit like a scientific experiment, you’re better off just letting your campaign run for a while without touching it so none of the data you gather is skewed. This way, once you’ve established a baseline, any future changes you make are more informed.