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.

Pay per click management services – Attribution Models

What are attribution models

An attribution model is how you would like to credit conversions in your conversion path in Google Ads. There are 6 different attribution models available to pay per click management services or an individual managing their own account. The 6 different types available are in the image below.

pay per click management services

Data Driven

 

This is a bit of a black box as the data is applied by Google themselves based on your account and how important the clicks in the path were to converting. I would not recommend starting with this attribution model, but rather starting with first click and then switching to data driven once there is sufficient data in the account. This model works well with SMART campaigns.

Last Click

This applies all the conversion credit to the last advert that the customer clicked, meaning that it tends to apply credit to brand search terms and none to any of the proceeding exploratory clicks. Good pay per click management services will tend not use this attribution model. This is the default option for Google, so this should be one of the first thing you should consider changing in your account to improve performance.

First click

This is the best attribution model to use for growth, as it applies the conversion to the first touch point a customer has had with your business. Which means that it shows you HOW people are finding your business. Good pay per click management services should favour this attribution model.

Linear

This applies credit for the conversion across all touchpoints in the conversion path. The trouble with this type of attribution is that ALL touchpoints are considered equal which is not the case in most instances.

Time decay

This attribute the conversion based on time, for instance the last attribution would get more than a click two weeks ago. Like last click it applies to much credit to the final step in the customers journey and so could lead you to believe that your brand campaigns are more important to your account than they are.

Time decay and the last click attribution could shrink your reach as Google optimises towards your brand campaigns and way from the exploratory search terms which are how your customers are finding you!

Position based

Position based attribution applies equal credit to the first and last touchpoints and then splits the rest equally across the other points in the conversion path. This is a bit of a compromise between last & first click, but there could have been more important steps along the way that have been undervalued.

When you change to anything other than first or last click your conversions will be displayed as decimals. At first glance it does not make sense, how can you have half a conversion? But it is simply a way for Google to show you which keywords are working for you and allows Google to optimise your account.

Google Ads campaign experiment guide

Google Ads campaign experiment guide


Whether you work for a ppc management company or you are looking after your Google Ads account yourself, this guide will walk you through how to set up a campaign experiment yourself.


What are Google Ads experiments?

Google Ads has an option within PPC advertising campaigns to create an experimental campaign. This options allows you to try out certain theories that you may have about your campaign without completely tanking and killing your campaigns, wasting not only your precious advertising budget but also losing potential leads/sales – double jeopardy!


When/why would you use them?

Have you noticed that one landing page is performing better than another or a new page might perform better altogether? You may also have noticed mobile devices are outperforming the other devices? Or you may want to try an automated bid before fully committing to it to see how it performs first? There are many reasons why you may want to create an experiment! Using this guide, you will be able to create your own experiment testing the parameters that matter for your business.


How to create an experiment

The good news is that experiments are easy to set up and they are not only for ppc management company experts. First you need to select the drafts and experiments heading in the menu on the left-hand side of the screen and then click campaign drafts from the sub menu. This will take you to a screen with a list of past experiments, if you have not created any before it will display that you currently have no drafts. To create a new draft, select either the blue cross in the left-hand corner or the blue cross in the middle of the screen if this is your first draft (see below).


ppc management company

Name your experiment, adding a description is a good idea especially if you have a few tests. Try to avoid just naming it test, again if you have more than one it may make finding your campaigns and experiments confusing.


You will then be taken back to the familiar campaign view, in the top left you should see the draft status and it should display Drafted, it is now that you make the changes to the campaign that you would like to test i.e. in this example we are testing a CPA bid, I would then change the bidding strategy in settings as normal and then select apply.


ppc management company

Select Run an experiment and click Apply.


Next Google will ask you to name the experiment and select the date range that you would like your experiment to run for. It’s best to give your experiment a fair amount of time, a fortnight at the very least. You can always end the campaign early if you are unhappy with the results. Next you will need to choose the experiment split. This option allows you to set the amount of the original campaigns budget you would like to use for the experiment. I generally go for a 50/50 split as it keeps thing simple, but you can split it however you choose.


The final option is whether to choose a search based or cookie based experiment. Search based will get you faster results but a user could see both the experiment and the original so the results may not be as accurate. If you have a lot of traffic you should use the cookie based option, as a user will ONLY see the experiment OR the original campaign meaning the results will be more accurate.


And that’s it! Your experiment is live and running! As you can see experiments are not just for ppc management company experts and remember you can stop the experiment at any time, alternatively if you are happy with the results you can apply the changes at any point too.

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.

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