PPC Campaigns With Small Budgets
Tips For Google Ad Campaign Management On Small Budgets
As an adwords management company we’re used to dealing with clients with large budgets, but not everyone has £100k+ to spend on their advertising. So here are some tips if you’re running Goole Ad campaigns on budgets less than £1,000 per month.
5 or 6 Keywords only
Set up 2 campaigns, each with 5 or 6 highly relevant keywords. Include only 1 keyword per adgroup. One campaign should contain only Exact Match keywords, the other should be Broad Match Modified (BMM) variants of the exact match keywords.
Bid Strategy
Ensure you set your bid strategy to manual. Bid lower on the BMM keywords. If there are a large number of searches for your keyword, you can reduce your bid below 1st page estimates. Otherwise, start with a low bid & increase it daily until you start hitting your daily budget limit.
Search Terms
You must, must, must check your search term report daily & start excluding keywords that are not relevant to your business. Add these to a negative keyword list & apply it to all campaigns.
Bid Ajustments
There are many ways you can adjust your bids in Google Ads. Think about your audience & adjust your bids to reflect this. What gender are they, how old, what device will they be using? (Tip, if you’re B2B company, exclude mobile devices with a 100% decreased bid). Other ways to adjust:
- Time of day – set to when you’re able to respond to customer enquiries
- Device – focus on desktop, these generally have higher conversion rates
- Demographics, exclude age ranges that are not in your target market
- Locations – carefully select the areas your customers live
- Audiences – create a remarketing list & add a positive bid adjustment
I hope you find these tips useful. If you are looking for a pay per click management agency, check out our services.
Google Ad Creative Tips
Ad Copy For Better CTR & Conversion Rates
Ad copy is an often overlooked part of your ppc strategy. As a pay per click company in the UK, myWebhero constantly test ad creatives & have learnt a few tips over the years.
Good ad copy has the power to drive more clicks through superior CTRs, lower costs through improved Quality Scores & better conversions by framing the proposition in the customer’s mind before they’ve even visited the website.
Here we’ll share some of our top ppc agency tips for ad creative that helps you stand out on the SERP, get the click & boost your conversion rate.
Numbers
The first tip is to draw the eye to the ad. Numbers are a great way of doing this and you can apply it to your meta titles too for added SEO impact. Peoples eyes are naturally drawn to numbers & they are even more visible if you have the only ad containing them.
You can use numbers such as prices, No 1 status, customers served, product lines in stock… and so on.
Symbols & Emojis
Similarly, you can use symbols (and in some cases emojis) to draw the eye in a similar way. Take a look at this example of one of our ads.
Currency symbols work well, as to copyright & Registered Trademarks. On some rare occassions, you can even sneak in some emojis!
Pricing & Qualifying
As well as drawing the eye, pricing can help qualify customers in or out of your service / product. There’s little point paying for a click from someone who cannot afford it!
Adding a price helps people frame your product & know whether it’s within their range. Yes, you can use a price extension, but putting a price in the headline makes it front & centre, unavoidable.
There are other ways to qualify people in or out, using works such as expensive or luxury etc. help you set your stall out and avoid unnecessary clicks.
Dare To Be Different
There’s little point just making up the numbers on the SERP. You need to differentiate yourself from the competition.
Quite often you’ll see bland & repetitve ad copy from your competitors, this is your chance to shine.
Keywords & Natural Structure
The perceived wisdom in writing ad copy is to include the exact keyword in the headline. This can lead to some pretty clunky & repetitive ads.
Yes, you should make sure that the ad is relevant & immediately recognisable as the searcher scans the SERP, but that doesn’t mean blanket use of the keyword.
Remember that somebody is searching for an answer to their problem. If you ad can address & answer that problem, then you’re going to see some pretty hefty CTRs.
Writing in plain English for the searcher, rather than the engine will always be preferable!
Call To Action
Finally, don’t forget to add a call to action to your ad. This plants the seed in the visitors mind of what you expect them to do when they visit the website.
Classic examples are; Sign Up, Buy Now, Browse For.., Download – you get the idea!
Our Services
Well, thanks for reading this far, here are some links to our services if you want to checkout how we help clients achieve extraordinary results through their PPC campaigns.
PPC Management Services Ecommerce PPC Services Multilingual PPC servicesHow To Segment Google Shopping Campaigns By Product
How To Segment Google Shopping Campaigns By Product
There are many reasons why you may want to segment your Google Shopping Campaigns. You may want to separate products out by type, brand, price or margin for instance.
Segmenting your shopping campaigns makes your ecommerce ppc management much easier & results more transparent.
In this article, we’ll show you the quick way to segment your campaigns.
Hidden Feature
In your campaign settings, you’ll find a hidden feature that allows you to filter your inventory for you shopping campaign.
Once you expand the additional settings, you’ll find an Inventory Filter setting. Here you can choose which categories of products you’d like to show in your campaigns.
If you can’t find the option that you want to segment your campaign by, for example price, then you need to head over to Google Merchant Centre to create a custom lable.
The Merchant Centre helps you manage your ecommerce ppc listings from your product feed. There’s a function where you can overwrite the default feed values called “Feed Rules”.
As an ecommerce PPC agency we often segment client campaigns in way that make sense for them. In the example below, you can see how we used Feed Rules to create custom labels based on price. This enables us to create campaigns, adgroups or product groups based on a products price bracket (custom label).
eCommerce PPC Strategy
3 Ways to Structure Your Google Shopping Campaigns
We’ve been providing eCommerce PPC agency services to our UK customers for years. In this time we’ve tried and tested many different strategies. In this post, I’ll share some of those with you.
1. The Priority Structure
The priority structure is a method to segment your campaigns by customer intent. As you’ll be aware, you cannot add keywords to Google Shopping, so you’re at their mercy for which search term your product will show for.
The strategy works by applying different priority levels to your campaigns. High priority campaigns are given the option to show first, then medium, then finally low. Tip: you can find priority settings in Campaign Settings.
How to use this strategy: first create 2 identical campaigns and apply the priority settings. In the “high” priority campaign, add high intent negative keywords. These could be brand names, sizes, colours or any other specific term that indicates high intent. Now set the bids. Bid low on the “high” priority campaign and higher on the “low” priority campaign.
The results: during an auction the high priority campaign is checked first. If the search is not blocked by a negative keyword, then the ad is shown with the low bid. You see what’s happened here? We’re bidding lower on low intent searches.
Now, if the search is blocked by a negative keyword, the “low” priority campaign serves the ad. Now we’re bidding higher for high intent searches.
Tips: you needs to be constantly adding negative keywords to both campaigns, so get in to the search term report daily & add anything that you don’t want to trigger your ads.
The next thing to consider is budget. If your “high” campaign runs out of budget, then your “low” campaign will start serving ads on the low intent keywords, so make sure you keep your budgets balanced.
2. The Margin Structure
This strategy is perfect if you’re using the Smart bidding strategy Target Return On Ad Spend (tROAS).
As not all products have the same profitability, a single Target CPA or tROAS strategy cannot work for all products.
This strategy allows you to segment your products by gross margin. The easiest way to do this is by assigning a custom label to the product in your Merchant Feed.
If your online store cannot do this automatically, then create a feed rule in your Merchant Centre.
How to use this strategy: Create campaigns or adgroups segmented by profit level. You can do this by creating product groups from your custom label, then excluding all but the one you want.
Now assign each campaign or ad group the tCPA, tROAS or bid that will yield the correct return on investment for the given level of profit
Tips: When setting tiered tROAS bids, Google will generally prefer the campaign with the lowest tROAS or highest tCPA bids. You can use campaign priorities to adjust how you want each campaign to show.
3. The Price Structure
This stragety work in a similar way to the margin strategy, but uses item price rather than margin to segment your products & bids.
This is a particulaly effective strategy when using tCPA bidding as you can set a £5 CPA target for items costing £20 – £30 and a £20 CPA target for itmes costing £100+ for example. This also works well with manual bidding where you are prepared to bid higher for more expensive items.
How to use this strategy: define a custom label based on price range (use Feed Rules in Merchant Centre to apply to each product). Now, segment your campaigns or adgroups by this custom label & apply the appropriate bid.
Bonus Tips
- Try using Dynamic Search Ads in conjuntion with your shopping ads. This lends additional visibility & improved click through rates.
- Regularly check search term reports for negative keyword opportunities.
- Test how different product headlines effect CTRs (you can change these in Merchant Centre.
- Add all available audiences (including remarketing audiences) to your shopping campaigns & review performance.
So, there are some ecommerce PPC strategies for you to consider. If you need any help, feel free to get in touch or click here to view our ecommerce ppc agency services