PR Company, Internet Marketing

How to save money on your PPC campaign

We all know that budgets across the board have pretty tight for a while and internet marketing agencies and in-house web teams have had to work harder to justify their existence.

Every good internet marketing professional knows how important SEO is, but as with everything,  it cannot be considered a strategy alone.  For real e-commerce success, online businesses need to approach potential customers from all angles: social platforms, their email inbox and even more traditional offline techniques can all drive huge amounts of traffic to a website. A very important consideration for this approach is Pay Per Click advertising (or PPC).

Putting a PPC campaign can be very time-consuming and for those who are inexperienced, PPC can be very costly. In order to keep PPC spending down, there are several tricks you can use so you can conserve your budget for other projects.

Try turning your ads off during your ‘dead’ hours or days. Few people make purchases for strictly business-related products during weekends so if your business serves only other businesses and you can be certain that nobody makes a purchase with you after 5pm on a Friday, you can preserve your budget for the most profitable times of the week and the day. What makes this easy is that you can use Google Analytics to find out which days of the week bring in the least visitors and even go as far to find out what time of the day you see the less visitors. By doing this, you can be sure that browsers and time-wasters aren’t clicking on your ads willy nilly and wasting your budget.

Sometimes, it isn’t all about budget, it is about where you want your adverts to appear. If you want to be sure that your adverts aren’t appearing next to unsuitable videos on Youtube then turn off ‘Display Network’, not only will it preserve your brand’s integrity but will save you money in the long run as many people click ads by accident.

By the same token, are you sure you want mobile devices to see your adverts? If your website isn’t set up for mobile use then don’t waste your budget chasing the mobile market. Also, be sure that your website would be searched for by mobile users. When I go to Google’s homepage on my Android phone, Google displays a quick search function for restaurants, coffee  and pubs and bars. If your business is unlikely to be useful to people on the move then don’t squander your budget.

Our final tip is to run lots of different campaigns with different keywords then ad groups with different ad text. Once you have a few days worth of data, amend your ads and kill the worst performing ads. Remember that ads with better quality scores naturally convert better so make sure the landing page you include is as targeted and relevant as possible.

PPC can be part of a very successful internet marketing campaign to help improve your visibility and presence for your main keywords. If you think your business might benefit from internet marketing, then contact Dave Wiltshire.

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