PPC marketing can be expensive as you pay for every click whether it results in a conversion or not. If you do not have a large budget, you could find your funds drying up very quickly. Luckily, there are tricks you can use to protect your budget by limiting the number of bad clicks that you get.
Make Use Of Negative Keywords
When you set up a PPC marketing campaign you can generally create a list of negative keywords. Negative keywords are words or phrases, that you to block your advert appearing for. This could be the entire keyword phrase or part of the keyword.
If you want to appear for handmade leather bracelets you may want to add the word free to the list of negative keywords. This means that your advert will not appear when someone searches for free handmade leather bracelets. This can save you a lot of money because you cut out the people who are searching for something similar to your product but, will not actually convert to a sale.
Have An Advert Schedule
Many PPC platforms allow you to set a schedule for your adverts. This will allow you to show your advert only on certain days or during certain times. If your advert has a call to action where the viewer will contact you then you might only want this to happen during business hours. By setting an advert schedule for the campaign you can ensure that the advert is only seen during business hours.
The default of most PPC marketing platforms is to show your advert at any time of the day any day of the week. You have to take the time to adjust this if you feel it would be beneficial. To determine the schedule you will need to assess your conversion history and see when you have the highest conversion rates. These times are when you should schedule your advert to show.
Know The Keyword Selection
A mistake that many PPC marketers make is to not understand the difference between broad match, phrase match, exact match and broad match modifier keywords. The default match type for keywords will generally be a broad match. However, this might not be the best for your business or your PPC marketing budget.
Broad match campaigns can be expensive because there is a large range of keywords that they will show for. With this match type, your advert will when for keyword misspelling, related searches and synonyms. This means that a campaign for ladies rings will show for women’s rings.
The broad match modifier type will have campaigns showing for close variations of your search term but, not for synonyms. Phrase match types will show campaigns for phrases or close variations of the phrase. An exact match campaign will only show for the exact term or a close variation of it.
Know The Quality Score
When you run a PPC marketing campaign on Google they will judge the performance of your keywords and assign you a grade. The grade is on a scale of 1 to 10 and is known as the Quality Score. This is an estimate of how relevant your landing pages, keywords and adverts are to the user viewing them.
An advert with a higher score will generally have a lower cost and the position will be better. This feedback that Google offers should be used to better understand your marketing. When you use this information you can easily see which of your adverts are doing well and which should be dumped because they are simply draining your budget.
Always Test Your Adverts
One of the benefits of PPC marketing is that you will be able to run two different adverts at the same time for the same product. This allows you to determine which ad copy works best for the product. It is important that you do this testing because it ensures that you always have the best adverts running.
To test your adverts you need to have two advert copies for the same product. After a set amount of time, you will evaluate the results and keep the advert that works well. If you have another idea for the ad copy for that product you should test the new advert against the previous winner. This ensures that you always have the best advert and that you are always showing relevant copy.