4 Ways to Cut Your PPC Budget

PPC is the best way for small companies to begin online advertising presence. With low set up costs and quick returns, the only problem is that with access to such a wide market, it can sometimes be difficult to restrict spends effectively.

The following tips will help you to effectively manage your budget.

1. Target your Audience

Make sure that your geographic targeting is set to your target audience. If the majority of your business comes from the Greater London area for example, then set up your targeting for a 100 mile radius of London. That way you won’t waste your budget on people that are unlikely to purchase your products.

2. Ad Scheduling

If your product or service is generally bought by businesses, then it is unlikely that your product will be bought after 6pm. You could then restrict your campaign to only show ads between 8am - 6pm, this would prevent consumers from clicking on your ad and wasting your money.

3. Cull your Keywords

Look through your keywords individually, there will be a number that receive high volumes of traffic but that do not convert well. These keywords will burn a large proportion of your budget and so should be put to low CPC’s or paused altogether.

4. Positioning Strategy

For words that are likely to convert, i.e. long tail keywords, positioning can be high, say between 2-4 as they are cheaper and the searcher is further down the buying cycle. More generic keywords get more traffic but are generally less likely to convert. For this reason they should be positioned lower and have cheaper CPC’s. You’ll still get some researchers, but should get more clicks that convert well from the long tail keywords.

Tanase Rivers

PPC Account Manager

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