7 Tips for Running a Successful PPC Campaign on a Shoestring Budget

7 Tips for Running a Successful PPC Campaign on a Shoestring Budget

PPC advertising (Pay-per-click marketing) is an auction-based ad platform where marketers bid to advertise using specific keywords. The ad spaces go to the highest bidder. Does this mean advertisers with less money can't compete successfully for PPC advertising? No, you can run a successful PPC campaign on a limited budget.

PPC advertising campaigns can kick start sales for your business and increase your brand awareness. However, spending more than you can afford on ad campaigns does not make good sense and can compromise your business.

When you have a shoestring budget, you must make wise advertising decisions during PPC bidding. Here are some tips that will help.

1. Calculate cost per action (CPA) when determining your PPC budget

You must estimate your budget before embarking on a successful PPC campaign. This will depend on what you want to achieve from your advertising efforts.

For example, are you looking to increase your leads? Clearly define what a profitable lead is for your business and how much it costs to get the leads you need from research and experience.

Calculate what each action in the plan will cost you. If you aim to gain 100 new leads per month and your cost per lead is $25, then you will need at least $2500 per month to generate 100 new leads.

If you cannot afford this, bid for campaigns with a lower cost per action that will increase your conversion rate and decrease your cost per click.

2. Go for the campaigns that fewer people are bidding on

One of the best things about PPC advertising is that there are many different campaign types and numerous platforms to advertise on.

There is something to fit any budget, so you don't have to worry that you won't find PPC bidding options to suit your shoestring budget.

Use Google keyword planner to choose long-tail keywords with lower search volumes as they are more suitable for smaller budgets.

If used correctly, these keywords can increase your chances of conversion and save you money.

You can increase the cost-effectiveness of your keyword bidding strategy by estimating the traffic it will attract to your site.

  • Use this formula;

Keyword searches x click-through - rate (CTR) =  Estimated traffic

2000 monthly searches x 2 percent CTR =  40 visits per month

This formula will help you to analyze the search volume and cost per click to decide if spending money on a campaign will bring you the desired results.

3. Choose cost-effective campaigns

marketing campaign budget

There are many campaign types to choose from and numerous platforms where you can advertise your brand.

Determine your daily budget to decide how many campaigns you can run simultaneously on your account, and then prioritize your goals.

Are you interested in brand awareness, lead generation, sales, product and brand consideration, or getting repeat business?

Figure out your primary goal and pick campaigns to help you affordably achieve this goal. For example, you could pick a display or search campaign, depending on whichever suits your budget.

YouTube is a great option for display campaigns to build brand awareness because you can capture more eyeballs. You don't have to spend much to run a YouTube campaign in PPC advertising, either.

If you are an e-commerce company, searching and shopping campaigns will generate more leads for your website and increase your sales.

Focus on running a PPC campaign that will give you quick returns on a limited budget.

4. Simplify your PPC campaigns

When working on a shoestring budget to run a successful PPC campaign, choose relevant, simple ads. These are ads that specifically address user search queries.

Structure your advertising campaigns to cater to longer, unique keywords that are relevant to customer searches. You can double your click-through-rate by being specific with your keywords.

For example, if you have an apparel company that sells women's and men's clothing, simplify your campaign ads by basing your keywords on the most popular products.

Additionally, target groups that spend the most money on these products. Use specific keywords such as "Sports T-shirts for men" instead of T-shirts for men" or "bootcut denim for women"  instead of "denim for women" to get sales.

In this way, your campaign will be simple to understand and optimized to answer ad-specific customer queries from your select target groups, guaranteeing sales.

5. Limit your location target

Location targeting or geo-targeting is an important factor to consider when running a successful PPC campaign on a shoestring budget.

It helps you improve your adverts' relevance and ensures you focus on a niche market that meets your criteria.

Use your Google Analytics account to find which organic searches are leading to your website to find the perfect location to target.

Focus on the ZIP codes, states, or cities that will maximize your returns on a limited budget.

Customize your ads with the end in mind by choosing places where you will likely make more sales and minimize shipping costs.

Remember, the size of an area is important because the larger the geographic location, the more traffic you can direct to your site, increasing your chances of higher sales.

Also, consider where you have more brand awareness. Are you well known locally? Target your ads there for better ROI and conversions.

6. Use Ad extensions

Ad extensions can provide additional information to customers that will call attention to your ads and increase the chances of conversions.

You should spend money on these extensions if you are on a shoestring budget for a cost-effective PPC campaign.

Ad extensions allow you to include information that can't fit into the ad body such as structured snippets, local addresses, site links, customer reviews, and images.

Buyers need such additional information to help them decide whether to purchase a product. The more engaging the information in your ads, the higher your chances of making a sale. If you need help with ad extensions, ask a digital marketing agency in NJ for assistance.

7. Monitor your Adwords Quality Score

Your Adword quality score affects your cost per click and conversion rate.

How to improve your Adword quality score

  • Create ads that are relevant to your target audience
  • Choose the right long-tail keywords
  • Organize your ad groups to fit your budget and opt for campaigns that effectively target them
  • Create relevant landing pages for each ad campaign
  • Include ad copy that improves your click-through rate

The higher your adword quality score, the less money you will have to spend on keyword bids.

Final thoughts on running a PPC campaign on a shoestring budget

Are you dealing with the challenges of working on a Pay-per-click campaign with a small budget? Worry not; the size of your PPC budget does not guarantee success.

Use our money-saving tips to put together and run a successful PPC campaign on a shoestring budget.

Start small and expand your reach as you monitor the performance of your ads to ensure you allocate resources to cost-effective campaigns. This will guarantee you maximum returns from your PPC campaign.

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