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.
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.
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.
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.