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:

  1. Time of day – set to when you’re able to respond to customer enquiries
  2. Device – focus on desktop, these generally have higher conversion rates
  3. Demographics, exclude age ranges that are not in your target market
  4. Locations – carefully select the areas your customers live
  5. 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

ppc-company-uk-search-result-mywebhero

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 services