Everyone wants to save money, especially when it comes to digital marketing. Whether you’re a small business or an account manager, there’s never enough budget to go around. If you feel confined by a lack of spend, don’t feel alone. Here are three ways that will cut some of your costs and allow you to reallocate it to more important campaigns for pay per click advertising.
Many times, you can save money by simply adjusting your bids. AdWords allows you to modify your bids on many different segments. You should use many if not all of them. The most important are gender, age, parental status, device, location, and time.
Go through your data for these segments. Decide on which one’s in each category convert and which ones don’t. Then decrease your bids on those segments. This will help save you from spending money you don’t need to on people you don’t want. By narrowing the type of people you target, you will save money and increase conversions.
The Search Terms report is one of the most important and underutilized reports. If you don’t know what it is, educate yourself. It’s a treasure in many ways. As a quick overview, it shows you the actual queries that triggered your keywords.
It is a mine of negative keywords. Many times, especially if you use broad match keywords, you are showing up for queries that you don’t want to be. Going through this report and finding these keywords will save you money.
Unless you have millions to spend in your campaigns, you should not target everyone. The more granular you can get in your marketing, the less you will pay. This applies to many aspects of marketing, but specifically to location targeting.
Make sure you’re targeting the correct locations. Here Excel can be useful. Export your locations report and do some digging. Where are the people actually converting? Where are the conversions the lowest? Break it down, getting as granular as possible.
By looking at the locations report, you can identify where your ads are being effective and where they are not. Cut the areas that don’t create value for your client or business. It will increase your metrics and save you money as well.
Make sure these aren’t the only things you are doing to optimize your accounts, but they are a good place to start. Check these aspects in your campaign on a regular basis. You will have money to dedicate to the campaigns that bring in the customers and the conversions. Don’t forget to have a local SEO strategy in place to compliment your pay per click advertising. We could all use more of that!