PPC: 8 Ways to Avoid Busting Your Advertising Budget
AdWords is a powerful search engine marketing platform that instantly connects businesses with an ocean of potential customers. But oceans are wild and unpredictable — turn your back, and you might get swept away. The same thing can happen to your AdWords PPC budgets if you're not careful.
If you just started using Google AdWords, then you might be overwhelmed by how quickly you blow through your advertising budgets. You might also be frustrated if this tsunami of traffic isn't bringing you any actual customers. Sure, launching an AdWords campaign is significantly easier (and faster) than getting organic visitors through traditional SEO strategies, but what's the point if you're just throwing money away?
Worry not. Here, we'll review eight ways to avoid busting your advertising budget with AdWords and other pay-per-click (PPC) platforms. Follow these tips, and suddenly the rough waters of online advertising become far less treacherous.
1. Bid High, Budget Low
The first step toward not blowing through your budget is to keep your budgets low. Yes, you might still spend money inefficiently at first. But just because you can afford to spend $100 per day doesn't mean you should. Start with a small daily budget until you know what you're doing.
On the other hand, don't hesitate to bid high on keywords. Your fledgling campaigns will gain traction more quickly, and you'll get better click-through rates (and higher quality scores) by driving traffic from your best keywords. With your budgets turned down low, this is a great strategy for launching campaigns on the right note.
2. Avoid Accelerated Delivery
When setting the daily budgets for new campaigns, you'll have the option to choose Standard or Accelerated ad delivery. Standard is the default option; stick with that.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.