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8 Powerful Tips to Cut The Cost of PPC And Google AdWords Campaign

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A penny saved is a penny earned. In the present era of intense and cut throat market competition, it is not just enough to generate big revenues, what matters equally is the cutting down on costs in order to generate sustainable profitability. PPC campaigns and Google AdWords are proving to be great drivers for a business in the present times. They are enabling businesses to reach out to their existing and new customers, engaging them in an effective manner, building long term relationships and retaining them. However, there is a cost associated with these activities which can outweigh the benefits owing to them. The following 8 tips can help businesses in drastically cutting costs associated with your PPC and Google AdWords campaign while keeping their effectiveness intact:-

1)      Use Negative Keywords – Negative keywords are probably the easiest yet an ignored medium to save on costs by the campaign designers and marketers. For every click on an ad, a business has to pay a certain amount of money to Google. So, businesses wish only the prospective and relevant audience to click on their ads so that there is a higher probability of conversion. By employing the use of negative keywords, businesses can filter out the audience, which is not targeted and save money. For example, a business selling only all kinds of widgets except the red color, you can just add “red” to your negative keywords to ensure that no customer searching for a red widget lands on its page.

2)      Appropriate Ad Scheduling – Another tool which is often not well utilized to cut PPC costs is the appropriate timing of ad scheduling. Suppose that your business takes orders between 9 a.m. in the morning till 5 p.m. in the evening, it is sometimes wise to show your ads only between this time window rather than round the clock to save money owing to unnecessary ad clicks. Similarly, a proper analytics of the various reports within AdWords can lead to insights about the timings when customers are clicking on the ads and when they are actually buying them. If it is found that the ads are just lying idle between midnight 12 a.m. till 8 a.m. in the morning, then there is no need to switch on ads in that time frame and the AdWords budget can be utilized only during the prime time.

3)      Monitor Bounce Rate – If the businesses have not linked their AdWords account with the Analytics account, they are missing on key insights and probably doing a lot of wasteful spend. By integrating these accounts, one can know which keyword are working well in driving large traffic as well as have low bounce rates. The keywords which are driving traffic to the website, but have high bounce rates suggest that they are not ideal keywords for the campaign. Hence, such keywords should not be bid by the business which eventually results in cutting costs.

4)      Targeting Right Locations – Businesses should keep the location of its prospective and target customers in mind while launching the PPC and Google AdWords campaign. If a business can service the customers in India, UK only, it should take care that the ad is not unnecessarily made accessible to the consumers in the US too by setting the appropriate location settings in its account. Further, if there is a florist who can sell flowers in a particular area, he can save money by not bidding on AdWords for locations which are outside its targeted zones.

5)      Avoid Unnecessary Use of Display Networks – When an AdWords account is set up, it automatically links to both the search network as well as display network. Unless the business has a separate dedicated campaign for the display network to actually see whether it is converting leads to customers, it doesn’t make much sense to go with the display networks. Thus, bidding on only those networks where a business wants to show its ads can save a huge amount of money.

6)      Achieve High Quality Score – A business must achieve a high quality score for its ad by optimizing the page content, reaching to the target group, using relevant keywords, targeting right geographies and the quality of the landing page. Google rewards high quality score websites by lowering the pay per click costs, improving its ad position in the search engine result pages and lower keyword auction prices.

7)      Using Right Match Types – A business must take care of the choosing the right set of keywords from broad match type and exact match type keywords. The broad match type is relatively cheaper than the exact match types, but are less effective in cutting through the clutter of the competitors. If a business knows that a certain keyword works for it, it can go for the exact match type. Otherwise, it is better to go with a relatively broad match type keyword.

8)      Use Google Split Test – Google split test enables business to use different formats of ads and measure the performance of each of the versions. It also enables businesses to place their ads in different locations also. Using all these permutations and combinations, a business can understand in some time about the most optimized version of the ad and location which imparts it the highest CTR.

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