It may seem odd but some of the trickiest PPC accounts we work on at RUN2 are the smallest accounts! Because the budgets on these accounts are small it means there’s no room for error. Sometimes the budgets are too small to take risks with testing and in these cases, we really have to make sure we’re instantly bringing in the right users and effectively engaging them from the first touch-point. With the larger accounts we can trim off the excess fat as we go along, with small budget accounts there can be no excess fat from the get-go!
Below are 5 ways you can make the most of a small budget!
Use an advert schedule
Using an ad schedule is great because you can make your ads show at any time of the week or day that you know is an optimal time for your business. Ad schedules aren’t only great for showing your ads at the right time but you can also automate your bids within the ad schedule so that you’re reaching those higher-value customers more effectively within the optimal time frame. Alternatively, you can automatically reduce bids at any time of day when business isn’t as busy but you still want to keep a search presence.
Are your choice of match types viable within your budget?
Using the right match types will help control spend within a tight budget. Broad match modifier is a great match type for bringing in relevant users that have searched for a term you aren’t bidding on, however, it can spend the budget a lot quicker than a phrase or exact match type can and there is more of a risk that you could be bringing in irrelevant traffic. If you’ve got a monthly budget of £1000 and average CPC cost of £10 it’s probably best to steer clear of any broad match types.
How’s your geographical targeting looking?
Targeting certain locations that you know are valuable to your business is another great way to keep costs down. Because the search volumes are smaller when you’re targeting specific locations, then say for the whole country, your budget is going to last a lot longer as your ads are appearing to a smaller audience. Targeting users closer to your business location may also be good if people are looking to use local businesses.
Are you negative matching?
Negative matching is going to trim off a lot of fat. If you’re starting a new campaign with a small budget you should have a rough idea of what you don’t want coming in and implement negative lists before going live, this will help to mitigate unnecessary spending from day one. Negative matching is something you should be looking at closely for accounts with small budgets on a weekly, if not daily basis.
Focus your campaigns on popular, high-value products
If you already know what works well for your business and it’s high-value then why not push it further through paid and increase your revenue? If you’re working with a constrained budget the best thing you can do is to focus on your strengths rather than pushing a risky new product which you don’t have any experience on selling or data to see how well it sells. Once you’re in a better place with budgets, then you should start thinking about taking more risks with your advertising.
Working on an account with a small budget can be tricky as you don’t have the same sort of freedom to test and take risks but don’t let it put you off from starting an exciting paid campaign. The biggest favour you can do for your business with a small budget is to optimise it regularly and analyse the data like a hawk, eventually, the account will become easier to manage as you optimise it to a strong enough place.