Can You Cut Your PPC Budget in Half? Yes! Here’s How!

adwords budget
It's pretty easy to go overboard with your PPC ad spending, especially if you’re new to it. But AdWords doesn't have to be expensive, and you don't need a lot of money to generate good results.

Here's how you can cut your PPC budget in half without squinting on quality and results.

Model Future Successes or Failures

The next time you’re starting a new ad campaign, try to resist the urge of diving headfirst into keywords research or landing page ideas. Instead, try a different approach, and model your campaign’s future success (or even failure).

The key is to postpone doing something before you at least have an idea of the outcome. Come up with a few different scenarios for cost per click and conversion rates. Use Adwords costs or Facebook ads costs to get a rough idea of what the campaign will entail. This step will help you minimize loss or prepare for success.

Work Out the Quality Score

Your costs per clicks and per conversions are all very important, and you should keep an eye on them. But, any of this metrics matters if you don’t have a high-quality score.

Here's the thing: everything derives from the quality of your ads. It will show you if your keywords are relevant or if your landing page is performing well. Even the slightest improvement in your quality score can generate impressive results.

So, what can you do about it?
The answer is rather intuitive: understand your target audience’s intent and optimize accordingly.

Here’s how.
The first thing you need to do is to separate Ad Groups based on user intent (navigational, transactional or informational.) Then, use different tools to identify your most popular keywords. With this data at hand, start creating new ads and unique landing pages that match your visitors’ intent. Keep testing until you find the right combination. If all these steps seem like too much of a challenge for you, you can always outsource part of the process to a freelance AdWords consultant and take some pressure off your shoulders.

Remarket

Prospect rarely convert on the first visit. And, that’s understandable: customer interactions take place on different channels and different occasions, according to the stage of the buying cycle they find themselves in.

However, that doesn’t mean that if a prospect that clicked on your ad, scrolled through your landing page, and bounced without converting is forever lost. You could use remarketing to target your customers and show them that your product/service is indeed the right solution. Remember that visitors usually follow a natural cycle of awareness (when they first get to interact with the brand), consideration, and only after, decision, where they make a purchase. Be sure to be present every step of their way.

Automate Marketing

Studies have shown that personalized emails can improve click-through rates by 14% and conversion rates by 10%, as well as bring in 18 times more revenue. So while it’s still important to send your marketing messages at the right time, the content weighs more than the timing. That is the reason why e-mail based marketing automation has become so important to marketers, and it’s also the reason behind Google Shopping Ads’ staggering success.

Another study shows that 86% of consumers suffer from banner blindness, so delivering personalized messages at the right time and to the right person is now mandatory. Digital ad automation can help you scale the process and spend as little time as possible on selecting the best key phrases and creating effective ad variations.

Think your campaign is doing all too well for this? It might be, but why spend more if you can spend less? Any campaign can stand some improvement, and a quick checkup only takes a few moments to reveal cost-effective changes you could be making. So, give it a try!

Image : https://unsplash.com/photos/pElSkGRA2NU

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