Don’t Let a Small Budget Get You Down

Budgets are a headache for any manager. Those columns of figures determine what you can and cannot do. Account executives constantly worry their PPC budget won’t be enough to generate a strong campaign for clients. Not to worry; there are ways to use budgets and create superior PPC performance figures. Here are several to consider.

  • Get Better Clicks. It is all about timing. There are peak periods, and by taking advantage of ad scheduling, you can capitalize on them. Don’t bother with those times when conversion rates are low, and use the remaining budget to concentrate on the peak hours. Set bid levels on those good times and get a better idea of conversion rates and CPCs.
  • Accelerated Delivery for Scheduling. This means going a bit against standard Google budgeting for the day. You are asking Google not to divvy up the budget into 24-hour parcels. Instead, you are asking Google to use the money in the account until the daily budget runs dry. It can mean, however, that all your money is used in a short period. You may want this if only a small part of the day will be when you want your ads to run.
  • Squeeze Clicks Out of Your Budget. If your budget is resulting in a low Impression Share because of the budget, or you are going through the budget quickly because of ranking, you can still generate clicks with what is left in the budget by reducing bids. Clicks which cost less maximize what is left from your money, achieving additional clicks, but you must be careful. Bidding too low can cost you the ranking you have and toss you off the first page. However, if you are already ranked comfortably high, you can safely use the reduced bid strategy.
  • How About Accelerated Budget Spend for Brand Traffic? It allows you to get a bit more brand related traffic.
  • Consider Shared Budgets. It will happen you are not able to always meet the demand throughout the day on a given campaign. This can be caused by a shrinking budget. You can offset this challenge by a shared budget. Sharing budgets in your campaign will enable you to register demand across the account.
  • What is the Search Partner Network Doing for You? Search Partner must be checked now and then, especially if most of the budget is allocated for Search Partner Network traffic. It can happen that Google or Bing owned search traffic has some excellent performance opportunities. CPCs can be higher on the Network traffic, but the conversion rates from Google or Bing may compensate for that.
  • Restructuring is an Option. You could have a non-brand campaign that is capping out. Restructuring can help. It is best down by providing top spending keywords with separate budgets in single keyword campaigns. You can cap them when you want and permit other keywords a chance to demonstrate their value.
  • You Might Not Know About Frequency Capping. It is an option with the Google Display Network ads. A limit is set on the number of times a user will see the ad; it can be daily, weekly, or monthly. The limit can be established for a particular ad or all the ones in an existing campaign. A cost-effective idea is to reduce the frequency per user. More people will see the ad that way, and you will make better use of scarce cash.
  • RLSA Can Help. If you wish to go beyond existing customers, it takes including a “non-new user” remarketing audience. It will permit you to spend money on new consumers while, at the same time, get existing customers at a cheaper rate. The increased traffic will come from those who have not yet been exposed.

There are other ways to maximize scarce resources, so there is no reason to give up. The money can be spent in a cost-effective way no matter how little is left. It is essential you know precisely what you want to do. It can be a combination of spending less but getting increased sales or spending less and ramping up the traffic to your web site. Once you have an idea of the overall objective, you can then use the right means to optimize the performance of your PPC campaign.

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