Money Saving Pay-Per-Click Tips

6 comments

This month I’ve been thinking more and more about saving money and the opportunity to turn a necessity into an opportunity. It seems that newspaper headlines and TV news bulletins are filled with cries of a credit crunch, economic depression and empty stores. Traditionally, advertising budgets are one of the first things to be cut at the time of an economic slowdown, making justifying a high search marketing spend extremely difficult

If you’re feeling the pinch and considering cutting back on your pay-per-click budget, the good news is that you really don’t need to pull the plug entirely. Instead, advertisers embracing the opportunity to fine-tune their paid search presence and get more creative with AdWords accounts will reap the benefits now as less steely willed rivals disappear from the listings and in the future, with a cohesive campaign that delivers customers time and time again.

A common fear is that a smaller budget means less to spend on the areas that really matter. This doesn’t have to be the case; most accounts carry areas of wasted spend that can be phased out without sacrificing non-negotiable top positions, round the clock visibility and expensive keywords. Make your existing budget a trimmer, leaner prospect with these money saving tips…

1. Content Network

Contextual advertising is a powerful tool but should be afforded its own campaign and assigned CPC bids to really make the most of search network placement. Google AdWords pay-per-click accounts have content advertising set to default in the initial account creation process so go back and uncheck the box to claw back some wasted budget. Content ads have their own targeting tools and bids are more flexible, giving higher costs and poor conversion rates when search ads are shown as standard.

2. Too Many Keywords

If you’ve fallen into the trap of including as may key terms as possible within your ad group, it should come as no surprise that you’re spending lots of your budget on pay per click adverts with few concrete conversions. Being ruthless and deleting or moving irrelevant terms into their own ad group will result in a more targeted campaign.

Web browsers searching for your product or service will try to reach a supplier in the most direct way possible. That means no long winded or vague search terms. Removing keywords that fall into that category will ensure your PPC cash is used up by surfers who are actually interested in the product you have to sell.

3. Landing Page

Even if you have trimmed your keywords down, the right person landing on the wrong page can also prove costly. New advertisers and those running a non-optimized pay-per-click campaign fall into the trap of sending all adverts through to the homepage. If your site is complicated, is difficult to navigate, offers to many options or has subpages that must be navigated through to find specific products, the person clicking on your advert will lose patience and take their e-business elsewhere.

The key to converting on the initial interest shown by the person clicking on your advert is to send them through to the most relevant page for that product. If you sell electrical appliances and are advertising flat screen TVs, point that advert to the page containing info and purchase options for flat screen TVs.

The easiest way to let pay-per-click spend run away with you and fail to deliver the expected results is to leave it to run by itself. There are always improvements you can make and small savings to be made if you have the time to invest.

About the Author

Rebecca is the managing director of search engine optimization agency Dakota Digital a full-service agency offering SEO, online PR, web copywriting, media relationship management, and social media strategy. Rebecca works directly with each client to increase online visibility, brand profile, and search engine rankings. She has headed a number of international campaigns for large brands.

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6 Comments

  1. Nowadays it seems everybody is bringing back the Content Network as a cost efficient option. Might be time to give it a try!

  2. There are some good tips here Rebecca, nice article. I would definitely recommend folks re-consider listings, particularly on Google where you can see results by site and exclude those that not converting for you or aren't as relevant to your products. Also, try adding specific Placements in Google so you can place your ads on specific properites. As for having too many keywords, a couple other suggestions for refinement include narrowing your match type from broad to "phrase" or [exact] matching and adding negative keywords where appropriate. For example one of my clients sells pirate hats like you would wear to a costume party, so we could try a phrase match for "pirate costume hat" and add the negative keyword -Pittsburgh so that people looking for a Pirates baseball cap would not see my clients' ad.

  3. @ Rob Bunting I agree with you, and will proably vote that way as well...well said!

  4. Constant attention to the SEO side of the house as well. Without consideration, overall PPC cost could rise as ad spend is cut. Site best practice current strategies and algorithm's that change determine relevancy and higher quality scores... = lower per click cost

  5. Thanks for the following tips, i think for ppc the keyword selection and keyword prominence is very important,it should not be as the regular seo.

  6. I find that keep your quality score as close to 10/10 as you can will help with cpc. This means you need to make sure that your landing page is an exact target to your keyword phrase.