How to Run a Pay Per Click Campaign on a Budget

Pay Per Click tips if you have a limited budget:

So you’ve decided to run a PPC campaign, but don’t really have a big budget. Are there ways to optimize your spend and still get results? Yes, and here’s how.

What is Pay Per Click (PPC)?

The Oxford Dictionary explains it simply as follows: “(On the Internet) a business model whereby a company that has placed an advertisement on a website pays a sum of money to the host website when a user clicks on to the advertisement.” — When it comes to marketing your business online, start-ups often don't have much budget to allocate to this important function. Yet Pay Per Click campaigns needn't be costly and remain one of the best ways to reach out to new customers who may be interested in your product or service - especially on mobile.

Here are 5 expert tips on launching a successful PPC campaign:

1: Sift out negative keywords

Something newbies to PPC often miss is the high cost negative keywords can cost you. Negative keywords are general keywords that will trigger your ads in search, but will waste your money as they are too broad in relation to your business. If you are doing PPC advertising via Google AdWords, Bing AdCenter, etc., you need to find and use negative keywords to filter out bad clicks. For instance, when you add "free" as a negative keyword to your campaign or ad group, you tell AdWords not to show your ad for any search containing the term "free." Google confirms that, when it comes to the Display Network, your ad is less likely to appear on a site when your negative keywords match the site's content. That’s what you want.

2. Optimize your ad

Your ad copy is crucial to a PPC campaign's success. Words like 'free' and 'discount' are proven to attract more clicks. So too is copy that is simple, to the point and has a clear call-to-action. Remember to adjust the word length for mobile vs desktop and test and change the wording if you find users aren't clicking.

3. Combine SEO with PPC

Although often thought of entirely separately, Search Engine Optimization (SEO) and PPC are the opposite sides of the same coin: search. SEO is optimizing your website and content to rank higher in organic search engine results pages for targeted keywords on search engines and to be an authority on your topic. PPC is paying for ad space for targeted keywords on SERPs. Slightly confusing, but that’s where the coin comes in. These two elements can work together if you simultaneously run organic and PPC campaigns, doubling visibility in SERPs as well as the available data you can analyse. Take a look at which organic and which PPC keywords have the highest conversion rates, and use those to fine-tune which keywords and phrases you should use.

4. Analyse your results

The greatest advantage of online advertising is the fact that it's measurable. That means you can change the ad, the keywords, description, image, etc, at any time. Or even cancel or pause it. Once your campaign is running, check in regularly to see how much traffic it is generating, relook your keywords and phrases and manage your bids. A really good measure is Google's Quality Score that reports on the relevance of your keywords. It is influenced by click-through-rate (CTR), relevance to search query, relevance to ad group, and the quality of your landing page (see below). Here’s how to check your Quality Score with Google Adwords

5. Link to the right landing page

The right landing pages (where your ad's URL clicks through to) can mean higher conversions and lower costs-per-click. Unfortunately, too many marketers simply send users to the website’s homepage, a signup page, a shopping cart page or unrelated product detail page. Users dislike this intensely and is part of why there is a simmering distrust in online advertising and is also why some advertisers lose money with PPC. The trick is to closely match the content of your ad (the words you are using to entice the user) and the content of the page you will be driving them to - the landing page. As mentioned, this will give you a higher Quality Score on Google, and also a better Ad Rank – the factor that makes your ad more likely to be seen and clicked on. Google offers this training in their certification process for both Google Adwords and Google Analytics, which is free for all businesses. But, if you don't have time or resources for this, Sekari, a PPC Dubai SEO specialist company, has a team of multinational experts who obsess about delivering results, regardless of your budget.

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