12 Ways to Save Money in Your PPC Account
12 Ways to Save Money in Your PPC Account
Most people have no doubt had thoughts about managing their dream account. Such an account is one that allows you to save money. However, this never happens for most PPC accounts. The fact is that making an account work the way you want can be quite troublesome. Here are some tips by Tony Guo (http://www.linkedin.com/in/tyguo/) that should help you reduce the amount you spend on a PPC account and still get positive results.
- Focus on Phrase and Exact Match
This strategy allows you to maintain control over the query and keyword matching without having to sacrifice too much. Besides that, you will be able to cut costs and CPA. The reason for this is that you will be able to cut down wastage on loosely matching keywords. If you have exhausted the exact match, you should consider adding broad match variations to enhance the reach of you campaign.
- Do Not Run Too Many Campaign Simultaneously
If you are just a small budget account, you should avoid this at all costs. The reason for this is that you may spread you daily campaign budget too thin. It makes more sense for you to focus your efforts on about three well thought out campaigns. It helps you to ensure that you top-performing keywords are not suffocated. If you feel that you budget is already too thin, you should consider using shared budgets on AdWords.
- Your Ad Groups Should Be Segmented by Match Type
Although there are many diverse opinions on this concept, it has been found that it helps people to maintain control over the match types and reach. It is especially so if you are dealing with a small account. This action will allow you to control ad groups that are performing poorly. Besides that, it provides you with the opportunity for embedded negatives.
- Move Poor Performers to their Own Ad Group
It is quite simple. Each underperforming keyword should be moved into its own ad group or campaign. You should then leave the performing keywords so that they are unaffected. The result is that you are able to cut down wastage that arises from non-performing keywords.
- Take Advantage of Branded Campaigns
Branded campaigns usually perform better because of brand recognition. Even when your brand is not well known, it is still worth using this strategy. As the brand’s recognition grows, more people will recognize your ads and are likely to respond positively to them.
- Use Geo Location Wisely
If you have access to analytics reports that reveal geographic information, make good use of it. It will allow you to see which locations perform well. By identifying these locations, you can adjust your campaign to focus only on these areas. This strategy is especially effective if you are a local business that wants to reach people only in a certain area.
- Make use of Day-Parting Data
In AdWords, there is a tab labeled dimension. The metrics found here are arranged by time, date, and days of the week. For instance, your ads may have a click to call option. However, your service only operates on certain days of the week. You can then augment your ads so that they are only visible during certain days of the week when you are available. By doing this, you can free up money that you can use for more days of the week.
- Target the Low Ad Positions for Your Campaign
A strategy can help you to eliminate unwanted costs that arise from aimless clicking. The result is that you can reduce your CPA. Most experts are in agreement that the 1-2 and 2-3 positions work best for your branded and non-branded campaigns. To do this, check your average positions and adjust your bids accordingly.
- Have a Keen Eye on You Quality Score
It is one of the most universally accepted strategies for reducing CPP. It works for all accounts regardless of how big or small they are. Although the exact manner in which quality score works is not known, there are numerous methods that are thought to be influential. Ensure that you check all of them out.
- Reassess Campaign Budgets Often
It is a tactic that can be used for both big and small accounts. If you are looking for a method that can help you increase the conversion volume while reducing the CPA, this method will work great. Every month, examine the budget and reallocate the funds based on the performance. For instance, if you have a branded campaign that is performing well but is limited by budget, you can shift the budget around to augment performance.
- Ensure that New Campaigns Are Launched With Negative Keywords
It can be a helpful way for you to keep out unwanted search queries in your new campaign. Besides that, you can embed negatives to assist you funnel traffic to the right ad group, which helps avoid contamination from the start.
- Do Not Test Too Much
If you are running a small campaign, you should limit your testing. You should only test you CPA when your CPA is good enough to bear poor performance.