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In this post, we take a look at budgeting your PPC spending. Specifically, we discuss how to get the most marketing value possible from a limited PPC budget.
PPC in this instance stands for “pay-per-click,” which is a specific type of online marketing. As with anything else in life and in business, managing your expenses with regard to PPC advertising will benefit you in the long run. And if you’re smart about it, PPC ads could lead to more profits in the future.
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Manage Your PPC Budget with Patience and Creativity
Every business owner who’s looking after a PPC account would welcome the freedom of working with a flexible budget. However, it takes time and patience for PPC marketing to begin to work. Conversions take time. They don’t happen overnight. However, 74 percent of brands say PPC revenue is a huge driver for their business.
But when your PPC budget is on a short leash, you must get creative. Below, we list some factors that can turn the winds in your direction and, in turn, help you achieve your long-term goals.
1. Run Paid Campaigns with Your Limited PPC Budget
Your best bet for building your brand’s credibility is to run paid PPC campaigns alongside your site links, using whatever amounts your limited budget will allow. This is a great way to catch consumers’ attention and persuade them to visit your site.
So, once you have even a small budget to work with, always demarcate and lineate PPC clicks that relate only to your brand. At this point, you might wonder if it’s necessary to invest money in clicks. However, just invest what you can now, and in the future you will be glad you did.
It is easier to beat the competition by focusing on your brand instead of trying to rely on non-branded clicks. For brands seeking to gain a foothold in the digital world, this will ensure an online presence at least.
2. Prepare a Detailed Overview of Google Display Network Listing
According to a report from PPC Protect, Google Ads is the most popular PPC network among digital advertisers. Google Display Network is an attribute of Google AdWords. Learning to use this tool will increase your advertising outreach and help your PPC budget go further.
About 97% of Google’s total revenues come from Google Ads advertising. Also, according to Google, its Display Network reaches more than 90% of global Internet users and includes 2 million sites.
You can easily repurpose and refocus your display ads for only the frontiers you want draw attention to. Moreover, display ads can be rich in videos, images, or text. So once you have decided on the context of your ads, then you can determine their most strategic position and their placement on particular sites.
3. Expand the Scope of Your Marketing Strategy
Marketing is the crux of your business, whether you operate mostly offline or online. When you have customers who are prepared to pay good money for your products and services, it is essential to pay attention to them and keep track of their journey and personas. One-third of people click on a paid search ad because it directly answers their search query. This makes budgeting for PPC ads a good idea.
All the same, hiring a reputable SEM agency is always a good idea. They will help you retarget and increase your PPC buying scope to better serve your customers’ interest levels. Plus, they will always ensure every click is worthy of the PPC budget you have allotted for it. This will lead to more conversions of prospects into a paying clients for you.
4. Think Outside the Box When You Have a Limited PPC Budget
You need to be creative and inventive with how you target your audience with your PPC ads. Moreover, you need to get the timing right for your ads. So keep watch over your target audience and pay attention to the days and times when they are the most active. Once you have know the best timeline for your ads, you can adapt the schedule accordingly.
Additionally, you can even turn ad scheduling off when there’s little or no activity on your site. This will help you save advertising money, thus protecting your limited PPC budget.
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And while you’re doing this planning and scheduling, it can help to remember that most of your search impressions will come from mobile devices.
5. Share Funds When Running Your Campaigns
Forecasting and planning ahead will help a great deal with managing all of your expenses, including your PPC budget. Collaborations and networking certainly help while you’re setting your PPC budget. Partnerships work especially well in situations where the budget is limited.
Using Google AdWords is an excellent strategy for sharing budgets over different campaigns. Transferred funds work best for various accounts spread across different projects. Then, forecasting works in tandem with the amount you’re spending on every click. Therefore, you should check both frequently.
6. Play on the Negative Keywords
It’s not new to use negative keywords to manage a PPC budget after a campaign has been initiated. Once the advertising budget initiation is carried out, the experimental testing and exploration can begin.
Prepare a list of keywords and then analyze their relevance. A thorough analysis will allow the rest of it to fall easily into place.
7. Target Local Support
If your target market is a local one, you can focus on that location. In such a case, try localizing your campaigns to the city or county where you operate your business. When you can do this, you’ll be able to take some stress off your PPC budget.
8. Try Some Call-Only Campaigns
When designing a marketing campaign, the primary factor to consider is how you plan to execute it. Call campaigns can future-proof your marketing strategy. This is because calls are more likely to assure you of paying clients. Moreover, once a prospect clicks as directed, you can redirect them to a portal where the chance of expanding the scope of your services is increased.
About the Author
Sheryl Jones is the Senior Marketing Specialist at Uplers. Her solid experience in designing well-defined user journeys across the digital marketing domain helps businesses see significant returns on their investments with Uplers.