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Tips on Setting Up Your Pay Per Click Campaign on a Tight Budget

05 Jul

How do you get new customers, maximize your marketing budget and avoid the typical traps of online marketing? These are the challenges most marketers and small business owners face when planning a new marketing campaign. Quite often, the most frustration comes when working with a pay per click advertising campaign.

Pay per click (PPC), also known as cost per click advertising, is a method to attract traffic to your website through paid advertising. It is a model in which an advertiser, who has placed an ad onto a site like Google, pays a fee each time their ad is clicked on. It is a good way to direct visitors to your website since it is actively drawing in new visitors. One of the better-known forms of a pay per click advertising campaign is search engine marketing. Online ads show up as search results, often right in the same area as organic results, based on a particular keyword or phrase. Every time the ad is clicked, the advertiser pays the fee.

New businesses often use PPC marketing as a way to increase brand awareness and draw in new customers. Even though costs can get expensive, it is easy to start a PPC campaign when funds are tight.

Pay per click flat illustrationStart with a Few Products

When setting up a pay per click campaign, it is advisable that you start with only a few basic products that your business offers. If there is a product that is popular with customers and will naturally generate more sales, promote that product from the very start. A few different products are also good for offering a representative look at what your business has to offer that might be attractive to potential customers.

Use Adword Coupons

Google provides a coupon that gives you some money after a campaign has been going on for a while. This coupon is provided to new customers and can be a good way to make the most of your first month’s budget. There are also other companies who provide different offers in relation to Google Adwords, so search around for different deals and promotions to save even more money on your campaign.

PPC Pay Per Click text on dice

Improve Your Quality Score

To establish a good PPC campaign, a strong quality score is vital. A quality score is Google’s method of grading each keyword in your ad based on its relevancy. High quality scores help your campaign since they can lower the cost per click and make your ad more relevant in terms of the keyword. In order to have a good quality score, you must place ads suitable to your target market, concentrate on using the right keywords, create optimized landing pages and structure your adgroups.

Use the Right Ad Network

While Google is the most prevalent ad network millions of small businesses use to generate brand awareness and attract customers, it isn’t the only option available. Sometimes, effective PPC campaigns rely on different networks depending on the intended audience. Other times, the choice of the network can come down to finances since some networks charge more for certain keywords than others. Do your research ahead of time to know which network will be right for you and your campaign.

Use Proper Keywords

To create structured ads to direct maximum traffic to your website, the keywords should be exact, simple and relevant to the ads. You must have a good list of keywords in order to target a wide range of targeted customers. If you have a specific audience in mind, choose keywords that they are likely to search to make sure your ads appear when and where they are actually browsing online.

Pay Per Click concept

You should also perform regular keyword research to review which of the keywords are attracting customers and which are not. You can discard keywords that do not work and reallocate your budget towards more effective ads.

Target the Right Customers

In order to take advantage of your tight budget, you must target the right customers from the very start. As a result, a target customer is the best approach. Determine who is the most ideal customer. What are their basic demographics? Where do they live? What do they do for a living?

This information can help you tailor the parameters of your PPC campaign, so you limit the number of ads that appear in the first place. Ads will also show up for people who are more likely to respond to the marketing if your target customer is defined correctly.


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