Chances are that your company doesn’t have piles of money to throw at advertising in order to get results. Most likely, you’re wondering how to get a big ROI from a modest to meager ad budget. Jeremy Decker has five tips for you, which you can read more about at Search Engine Journal.
1. Utilize lower ad positions
When you search for a specific topic or product, do you always click the first result that appears? I’m assuming you answered ‘no’ because I don’t know anyone who does.
With that in mind, you can take advantage of ad placements below the top three on Google and still see results, often at a lower cost-per-click.
2. Specific targets
Using general, one-word keyword will allow your ads to pop up more often. However, your audience in that scenario will rarely be searching for exactly what you offer.
Instead, use keywords that pinpoint what your business is. These ideally would be phrases of three or more words, which will probably include your location. Fewer users will enter those search terms, but the ones who do will be hoping to find a business just like yours.
3. High-converting keywords need their own campaign
Be sure to check out how each of your keywords are performing. When some separate themselves as ‘high-converting’, consider creating a campaign that includes only those keywords. This way, the most effective keywords will have a budget to themselves. Otherwise, less effective keywords could show up more and you’ll reach your cap without the heavy hitter getting a chance.
4. Display network doesn’t get conversions
Using the display network option in addition to, or instead of, search results will potentially spread awareness about your company to a gigantic audience, it usually doesn’t yield conversions at a high rate. If your ad budget is limited, it’s best to put all of your investment into search traffic rather than limiting yourself in order to invest partially in such a risky venture.
5. Location, location, location
It’s not just a key for real estate. AdWords allows you to track what cities your traffic and conversions are coming from. With this information, you can get the most of your budget by omitting your ads in locations where conversions are low. You can also create new campaigns specifically for your top performing areas.