Golden Rules of Managing Google AdWords Campaign Cost For Your Startup

Published by Saurabh Mishra on

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Are you planning to create PPC campaign on your own? Pay per click is a digital marketing strategy that can be of great use when deployed strategically. Creating a campaign always comes easy, you just need to know the basics, set up an AdWords account, and rest can be accomplished. The thing that most startups stumble across is managing the campaign cost. PPC can turn to be quite hefty for a startup when not managed properly and hence you need to get the control in your hands.

Even if you are relying on outsourced PPC campaign management services, it is always a good idea to monitor things once in every few months. The average PPC cost spent by the business is found variable across the globe and it is greatly based on the country that you live in. The PPC cost incurred in the USA is much higher than the average PPC cost in developing countries. You spend money for your target audience based on the geography or locality.

Despite the seeming popularity of organic clicks, PPC isn’t far behind, 91% of the organization allocate an annual PPC budget of more than $500,000. This means that all sizes and kinds of businesses are investing their money in PPC strategy and with such huge investment, having the maximum value-for-money is necessary.

To maximize the return-on-investment on every AdWords campaign here are a few golden rules that you must follow:

Set Daily AdWords Budget – Daily PPC budget is necessary in order to run your campaigns effectively. You can choose whatever value you are interested investing in. A maximum budget can be chosen every day and it can be altered based on your marketing requirements. Google does allow you to bid as you like but setting a really small daily budget will make your ads show less or not show at all. Google has automatic features that will help you with the budget control, so make maximum use of it.

Decide on Maximum Cost per Click – Maximum cost per click is used to indicate the highest amount you are willing to spend on a particular advertisement. You will probably not be the only candidate eyeing the conversions on those particular keywords. There will certainly be the fair share of competitors willing to be on the top of your chosen paid results. You can control your ad budget by setting the maximum CPC as this will keep you from spending too much on an advertisement.

Make the Bid Carefully – Google AdWords allows you to make a bid for the campaign you put out. Every business has its competitors and most of the times there is a real fight on ranking high for the same set of keywords. Google doesn’t favor anybody and that’s why it provides you the facility to bid with competitors. There are two specific ways to bid, one is to go for automatic bidding where you set a daily budget and adjust the maximum CPC accordingly, and another way is to go for manual bidding where only you will choose the bid amount. Go for manual bidding to get control on your budget and use automatic bidding when money is not really the top concern.

The Quality Score – The best way to minimize the cost of your AdWords campaign is to work on getting the higher quality score. Quality score is given by the Google to an Ad-Copy after analyzing various factors such as keywords, landing pages, the relevance of the ads, etc. The higher the quality score of an advertisement better will be the chances of it will in ranking higher in the paid results. Also, ad-copies with higher quality score need to make a lower bid for higher ad ranking, which comes as a bonus!

Analyze the Conversions – The most important part of extracting the maximum out of a PPC ad copy is to analyze the conversions. The term conversion implies different meanings to different businesses. At times, it is the traffic that a brand needs for visibility and at other times it is the volume of sales a particular brand aspire to make. Every ad campaign should be analyzed for the conversions and should be altered based on the results. Your Google Ad-Words account provides a number of tools to help you out with this task, make maximum use of it.

Do you still have confusion about managing the budget? Reach expert pay per click management services to get the needed help!

Categories: PPC

Saurabh Mishra

Saurabh Mishra is a Digital Marketing Professional at Aks Interactive Solutions Private Limited, a leading Digital Marketing Company offering complete development solutions for websites and mobiles. Saurabh has multiple years of experience in strategizing Online marketing Trends and loves learning new technologies.

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Paid Campaign Running 24×7 – An ad-copy that runs 24×7 does no good for your business. It is necessary to predetermine the campaign duration and specific days it will run. You can optimize the paid campaign by removing the standard settings. This will prevent your ad-campaign from running all the time as you can select the right days and times to target the appropriate customers.

No Separate Landing Pages for Campaigns – Landing page is often the most ignored component of a PPC strategy. Most amateur businesses spend a truck load of money on bidding of paid campaigns but never make sure that their landing page is perfect enough and separate for each one. If each of your campaign redirects users to the home page then it’s time to rethink.

Un-Optimized Ad-Copy – Ad-copy is the first contact point where visitors decide whether or not they want to click it. The more appealing it appears the better conversions it is going to yield. Optimizing the ad-copies mean that you need to filter it according to the search or display network. Not every network can be favorable for your business since finding the right one can boost the ROI.

Not Using the Relevant Keywords – Keywords are vital for your paid marketing strategy and not using it judicially can cost you greatly. You need to use relevant keywords to match your viewer’s search. The more specific the keywords will be, the better. Try not to keywords that are too broad, as this will complex the capability of your advertisement. You can also use negative keyword list or ‘Broad Match Modified’ option for a more targeted search.

Ignoring The Geo-Tagging Option – Geo-tagging localizes your Ad-campaigns by making it visible in the area of your desire. Most businesses forget to implement this in their PPC campaign, which then leads to losing customers. If your business isn’t international then sticking to local geo-tagging becomes really important. This will make your business be more found and you will attract frequent sales as a result.

Not Using Ad-Extensions – Most PPC campaigns are simple and unproductive because of the fact that they miss out on the Ad-extensions. It can be a major mistake that you need to stop making immediately. Ad-extensions are free and you can utilize them to display things such as Sitelink. Implementing Ad-extensions dramatically raises your CTR and conversions eventually.

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Produce Clickable PPC Advertisements – The foremost important step to boost your PPC campaigns is to put clickable PPC advertisements with focused keywords that are likely to convert. You could do it by conducting a small research online, as to what keywords and campaign details you should put for more conversion. If you are unsure as to what keywords would be right you could consider taking help from an expert pay per click management services.

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Structured Website – A well structured and creative website is a must when it comes to improving the conversion rates. Impressive website design, compelling content, attention to details, fewer complexities etc. are crucial criteria to maintain a website. When a user finds a website complex and ill maintained the possibility of him/her buying downturns hence hampering your growth.

Minimizing Distractions – Website distractions could pose a great threat to your business because they let your prospective customers escape before making a purchase. You could do this by focusing on the call to action button, removing social media links from checkout page and by sending mail notification to the user regarding the products they left in the cart.

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Building Customer Trust – Building trust is the quintessential step in maintaining and running a business online. You should eliminate all kinds of customer insecurities, product insecurities, and payment insecurities in order to build the trust factor. It would help you with better conversions in the least amount of time.

Addressing Customer Objections – An outstanding customer complaint handling strategy and online reputation is highly important in building customer trust. If you positively resolve customer complaints and constantly maintain a clean brand image then you could surely convert more customers than your competitive businesses.

Track Your Conversion Rate Progress – In order to progress as an E-commerce business you must track all your conversions and make constructive changes accordingly. This could be done by optimizing and creating more convincing offers which could bring prominent conversion opportunities to your organization.

In case you find this information intimidating and beyond your technical expertise then you could surely take needed help from conversion rate optimization services. Experts who deal with CRO scenarios on a regular basis know the technicalities needed to bring better conversions for every website.

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These are some of the benefits your business might avail with CRO techniques:

Improved sales and customers

CRO techniques are highly effective in attracting new customers; these new added customers add to the sales and profit of your company. These techniques are bound to improve your overall online visibility through proven techniques. By deploying CRO you could get better return on investment (ROI) for your business.

Provides you edge

CRO techniques are especially useful if your business domain has stiff competition, you could get the edge on this constant struggle without going miles. Consider it like every visitor that you lose is doing business with your competitor, if you work on improving CRO for your website you might fetch some customers from your competitors.

Paid campaigns become more effective

Pay per click campaigns are great way to attract new customers to your website, but all your money and effort put up in such campaigns are waste if your conversion rate is low. Therefore you must concentrate your effort towards CRO when you are already running paid campaigns for your website.

Improves your brand

Through dedicated CRO efforts and strategies you not only grab new customers but simultaneously improve the brand value as well. It might act as a reality check for your website; you get to know what your website lacks and work on improving that.

Let you understand customers better

CRO is all about maintaining and improving your existent website to improve your bounce rates and fetch new customers. These techniques are bound to improve customer experience like removing distractions, creating compelling user interface etc.