Pay Per Click on a Budget: 5 Tips that Work
When it comes to PPC (aka Pay-per-click) advertising, the trick to running successful campaigns without bruising the company's bank balance lies in making swift moves, a clever start and timely tweaks. Read on for 5 such ways and more.
While many businesses worldwide still, rightfully, feel that PPC (Pay-per-click) campaigns are expensive, there is no doubt that the urban adage – 'You got to spend money to make money' is true too.
PCC economics, when done on a shoestrings budget, asks for wise and calculated decisions. Various PPC advertising agencies across Dubai and UAE at large have started adopting these cost-cutting strategies, which has given them growth, both, budget and success wise. Here are few measures you can take to get the maximum out of your PPC campaign on a stiff budget:
#1 Bid and buy – Correct Keywords
Strategize to work within your budget. Buy limited, yet relevant keywords. Don't get swayed by the popularity or high CPC (Cost Per Click) keyword. To do so, you can also check out useful tools for PPC. Buying the most expensive or popular keyword in your niche might not always get you the result your product or service desires.
The most reliable move would be to build a keyword list that has the exact phrases and words to match your services. Doing so might limit the number of clicks, but it will end up being cost-effective, and enhance your click through rate simultaneously.
#2 Day or night - Correct slotting
The smartest way to curb overspending is by selecting the right time slot for your ads to appear. Choose this time-based nature of your service or product and consumer behaviour. If nothing, you can plainly ask for the ads to run during your office working hours. Apart from helping your gather relevant clicks, you can also strategically avoid peak hours when the cost is highest. Benefits being, you will not have a face-off with major players and big competitors who would be monopolising the space at that time. So, pick a convenient time, and pay for only that.
#3 Firsts and musts - Correct Products
Right from the word go, you can start selling every vertical of your services. Not only will it put a dent in your budget, it will also dilute your presence in the market. So, pick one or two of your core products and start with it. Make sure you can provide best services for these said products. To get a head start, make sure the product you choose is the most popular, has the highest conversion rate and has the highest profit margin among all other products and services. Refrain from going overboard. Promoting all that you have to offer will run your budget dry and confuse your consumers.
#4 Where and how - Correct Placement
PPC advertising can be done in different types and placed in different places on the digital platform. Google AdWords in particular, has 3 different types of campaign that you can pick from:
#5 Performance and Relevance – Correct Score
All the planning and execution will be in vain if the end result is not profitable. So, in order to measure the degree of success and performance of your PPC ads you need to use the metric called Quality Score. This metric gives the result by evaluating pay-per-click advertising campaign's performance, and relevance of keywords used, ads and landing page, and then it compares it to the user's search query. Quality Score, therefore, helps in understanding the progress of campaign as well as issues warning by raising when something is not working as desired. Relevant for Google AdWords, Bing and similar search engines, the higher your rank in the 1-10 ranking scale the better your ad is doing.
So, now that you are equipped with all there is to know about launching a successful PPC ad campaign on a shoestring budget, stay sharp and keep it fresh. Make sure to follow the rules, keep tracking your analytics like a hawk and stay up to date. For if you get this right, your business will boom from strength to strength, garner global glories, and everything else after … will simply CLICK!
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ABOUT THE AUTHOR
Saji Nair is a digital marketing and PPC advertising expert. As the founder of a dynamic digital and SMS marketing agency in Dubai - Wisoft Solutions, he specializes in digital marketing and advertising across various new-age platforms.