How-to Guide for Low Cost Advertising in Google
A Small Advertising Budget is usually concern among Small Medium Enterprises (SMEs).
Their Advertising Budget is not high enough to contend with their competitors, whose advertising budget is huge, thus it does not mean they’ll leave the battlefield. Now, the Small Sized Business advertisers have a good option “Google AdWords” to create on-line presence of their products/services.
Google AdWords is not only relevant for a big firm which has only high advertising budget but also smart advertising platform for Small Sized Business (SMB) can take advantage of AdWords.. Google AdWords features many tools that can be used to get the best possible results within the small advertising budget. Through AdWords, one can narrow down the targeting to avoid the situation of facing Limited by Budget.
1.) Network Selection: - Google allows the advertisers to run the campaigns on Google Search Network and Google Display Network (GDN), thus if you have small budget then run only the Search Network Campaigns. Campaigns on GDN get high click and impression as compare to search network. Therefore avoiding Google Display network campaigns for small budget is a good tactic for budget management.
2.) Keyword Selection: - Every campaign requires good-- keyword Strategy-- to get the best possible results. So use the--Brand and Long Tail Keywords-- that best describe your business. e.g.—instead of using “pizza delivery” use “pizza delivery near new york airport”
In addition to that, one can create a good keyword strategy and small ad groups by using the AdWord's internal keyword Planner (Previously known as Keyword Tool).
3.) Negative Keyword:-“Negative Keywords" are as necessary as "positive keywords” in Google AdWords campaigns. Negative keyword prohibits your ads to appear in Google Search Engine Results Page (SERP) on ‘irrelevant search terms.
In this way- -advertisers will manage their budget for only keywords that trigger Qualifying Visitors.
4.) Search Query Report: - Search query reports(SQR) give the exact search term that is used by users and your ads appear on Google SERP on that particular keywords phrase. So, one can use this tool to find the "good keywords" as well as "negative keywords".
5.) Conversion Tracking: - If you are running--direct response campaigns, then it is essential to trace each conversions through Google AdWords Conversion Tracking. Because it will tell you which Campaigns, Ad Groups, Keywords, Ads are performing best for you at the same time suggest you where you can control your spend.
6.) Geo Targeting and Location Segment Report:-Through Google AdWords you can run the campaigns at city, country, state, DMAs (Designated Market Areas) etc. Thus it becomes absolutely vital to run the campaigns that area, where it performs well.
You can find the Geographical Area granular data in the Location and User Dimension Report. Then you can change your campaigns targeting setting and select top performing geographical area that gives better “ROI and conversion”. So, in this way—you can control your advertising budget.
7.) Day Parting/Ad Scheduling:-Day Parting tool allows Run/Stop the ads at certain time and days or Peak /Slow hours.
Let’s Say--- Your business serves customers only 10 AM to 4 PM, and Monday to Friday. Then you can run your campaigns only business hours Monday to Friday by Ad Scheduling settings.
8.) Choose an Ad Delivery Method: - An Ad Delivery tool determines how often your ads appear throughout the day. AdWords features two ad delivery settings:-
- Standard—“Shows ads evenly over time”
- Accelerated—“show ads as quickly as possible.”
Standard Setting --is good when you want to show your ads over a period of day. It will make your ad impression throughout the day in order that you cannot receive all your clicks at early on.
Accelerated Setting – when you want to receive as much as possible clicks until your budget is depleted.
If you are small advertisers and your budget is exhausted by mid day, therefore in this situation AdWords will show your campaigns Limited by Budget. Thus to bypass this situation choose the setting of Standard in Ad Delivery.
So in this way you can control your low advertising budget and receives as much as possible clicks throughout the day.
9.) Remarketing: -Remarketing is a great tool that can be used for the business which has low advertising budget.
Remarketing--allows you to show your ads to the visitors that have previously visited on your website and shown the interest of your product/service. Remarketing gives you better ROI and Conversion, so you can set your valuable advertising budget on this, if you have small advertising budget.
10.) Remarketing List of Search Ads (RLSA):- RLSA is a feature that lets you customize your search Ads campaign for people, who have already visited your site. RLSA is very good for low budget because you can target broad match keywords using the free organic traffic. You can set your bids, create customize ads, or select keywords keeping in mind that these visitors have previously visited your website.
11.) Device Targeting Campaigns: - AdWords campaigns run on all devices –laptop/computer, tablet, and mobile. Though in Enhanced campaign, you can target the entire device simultaneously but it has the features bid modifier at device level. Thus you can decrease the bid at the mobile device level in order to target only laptop/desktop and also keep the low bid at the desktop/laptop device and increase the bid for mobile device so as to target only mobile device.
Let’s say—you want to run campaigns on desktop/laptop/tablet only then you can set the “-100%” bid in mobile device, similarly you can also increase the bid 300% more, when you want to run your ads on mobile device and you need to decrease the desktop bid at the same time.
Summary:-These are the some good points that helps to optimize the “limited budget campaigns”. But please make sure that you to analyze the data on every aspect of campaigns, ad-groups, keywords, ad copy etc to get the best possible results within the advertising budget.
Please put your valuable thoughts in the comment box below, If you have some more tips to handle small budget campaigns in AdWords in order to make them profitable.
[Edit:-Added more point]
I have been working on Google Adwords &amp; Bing Ad Center since April 2010. I am Google Adwords Certified in Fundamental and Advance. I have worked on International and Domestic (Indian) campaigns for clients. I have also done extensive in-house campaigns within my organization. I have worked across various verticals and industries. I am very thankful to the Google Team for creating AdWords Community which promotes peer learning and keeps one updated on latest developments in AdWords.
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