7 Tips To Maximize Your Google AdWords PPC Budget

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PPC 101 | Basics & Best Practices

Bid & Budget Edition

7 Tips To Maximize Your AdWords (& Bing!) Budget


More info on how to determine your PPC budget •  http://support.google.com/adwords/answer/2375420?hl=en •  http://www.google.com/ads/learn/marketing-business/

videos/adwords-budget.html •  http://www.gstatic.com/ads/learn/en/adwordsbudget.pdf

TIP #1: BE REALISTIC – DO SOME MATH The first thing you should do before creating a PPC campaign is a little math. It isn’t fun. It isn’t sexy. But it will set the boundaries you need to know in order to setup and manage your PPC campaign.

ü  Determine your budget, and allocate it across your campaigns. Initially, you can distribute funds to the campaigns that are your highest priority.

Determining Your Budget ü  What are your business goals for your PPC campaign? ü  What is your expected conversion rate? (ie – how many actions or

sales/leads you’ll get per visitor) ü  What is the average value of each sale/lead? ü  How many clicks you’ll need to get in order to your to goal number

of sales/leads ü  What is the expected cost per click (how much each of those clicks

will cost) Armed with this information, you’ll be able to determine your target cost per action ü  Commit to optimizing your campaign to this cost per action


TIP #2: PRIORITZE PERFORMANCE Once you have gathered a significant amount of data, you can re-allocate the budget based on performance, distributing more money to campaigns that are delivering the best performance.

Tip:

If a campaign is performing really well, you may want to add more money to the daily budget by taking it from another campaign. The inverse is also true – if a campaign is performing poorly, you may want to decrease spend and add that extra money to a campaign that is performing well.

Organic Cat Nip

Budget: $20 / day

CPA: $5 / conversion

4 conversions / day

Cat Nip Toys

Budget: $20 / day

$2 / conversion

10 conversions / day

Allocate more funds to the Cat Nip Toys campaign – more conversions at a lower cost.


TIP #3: GEOTARGETING FTW! ü  Only target relevant locations for your

products ü  Review back-end data to determine

the most profitable regions ü  Implement an aggressive bidding

strategy using bid modifiers in areas where you are seeing success

Don’t waste $$$ on ads in Dogville – dogs don’t eat cat nip! Focus your advertising efforts and budget towards your target customers in Catland.

X


TIP #4: MAXIMIZE YOUR REAL ESTATE Character limits and restrictions can make it difficult for your ad to stand out ü  Utilize ad extensions: make the most of the space that is available to

you.

The “Sitelinks” ad extension draws attention, highlights more keywords, and gives valuable real estate to your ad

A Few Examples of Ad Extension Types: ü  Click to Call ü  Sitelinks ü  Product extensions ü  Reviews ü  Locations ü  Social extensions

More Information about Ad Extensions ü  https://support.google.com/adwords/answer/2375499?

hl=en&ref_topic=1713912 ü  http://www.amplify-interactive.com/blog/ppc/google-

adwords-ad-extensions-1/


TIP #5: AD SCHEDULING Don’t spend money when your traffic isn’t generating conversions. Save money and allocate it to a time when you are more likely to succeed.

ü  Is your business open on the weekends? Will someone be there to answer the phone? ü  You can daypart your campaigns so they aren’t running on the weekends

ü  You can also schedule your ads to only run at certain times of the day

ü  Evaluate seasonality & trends ü  Use historical data and purchase patterns to determine when your budget is most effective

ü  More Information about dayparting & ad scheduling

ü  http://support.google.com/adwords/answer/2404244?hl=en

ü  http://www.amplify-interactive.com/blog/ppc/effective-day-parting-of-pay-per-click-campaigns-with-google-part-2/

OPEN STORE HOURS

Mon – Fri: 7am – 4pm Saturday: 9am – 5pm

Sunday CLOSED


TIP #6: AD POSITIONING Ads on the top of the search result page typically generate more clicks. That being said, you may not have the sufficient budget to have all the keywords you want in the top of the search results.

ü  Find a balance between how much you can bid to maximize your budget, while maintaining a competitive ad position.

Many advertisers use automated bid rules ü  One way to make automation is via

“Advanced Bid Changes” in AdWords Editor

(http://www.google.com/intl/en/adwordseditor/)


TIP #7: NEGATIVE KEYWORDS

Avoid showing your ads to the wrong people with negative keywords.

ü  Perform keyword research to determine probablenegative keywords

ü  Closely monitor your “search query reports” to find new negatives to add

Be careful – don’t exclude any keywords you actually want to show up for!

Nope - we don’t sell it

Nope - we don’t sell it

YES! We sell these!


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7 Tips To Maximize Your Google AdWords PPC Budget