The budget of a Pay Per Click campaign has an important role in its performance. You don’t need a large budget for an effective PPC strategy. Moreover, it doesn’t guarantee you the successful results without a proper planning. Small businesses may not have the option of increasing budget. So how can these businesses be as successful as possible with what you have?
So here are some of the tips to increase your traffic with low budget PPC strategy
Set clear goals for your campaign
Forward planning is critical when getting started with PPC. Having a pre-defined outcome for your paid search campaign will help you to avoid over-spending and incurring unexpected extra costs, so the first step is to set your goals.
Decide on what you’d like to achieve with your campaigns and how you’re going to achieve it.
Have an estimated budget
After setting your goals then you have to decide on the initial budget that you’d like to spend for your campaigns. The first step is to decide on the number of leads that you’d like to generate through PPC. The next step is to make sure that you’ve clearly defined what counts as a lead for your business before you start calculating the CPA (cost-per-action) to expect.
In this case, a quick solution is to use your budget in campaigns that involve lower CPA to increase your chances of higher success. Have strategic ideas with the allocation of your budget
The very next step is to aim for an improved CPA. A cost-efficient CPA helps you become more strategic with your PPC campaigns and allows you to determine the most effective ads to apply your budget too.
If you want to lower the CPA, then you need to:
- Increase your conversion rate (CVR), and
- Decrease your cost per click (CPC).
By focusing on the best performing ads and lowering your CPA, you can spend your budget more wisely. As always when calculating ROI, the higher the revenue when compared with expenditure, the better the investment.
Perform depth keyword research
Carrying out keyword research in-depth this will help you spot the best opportunities to reach your targeted audience.
You should include in your list the most popular keywords that resonate with your target audience, but also long tail keywords that offer a great opportunity for more specific targeting.
To calculate the effectiveness of your keyword bidding strategy, you can follow this formula:
Keyword searches x CTR = Estimated traffic
For example, 1,500 monthly searches x 4% click-through rate = 60 visits per month.
Using this method you can analyze both the search volume, but also the cost per click to decide if it brings you closer to your goals. A good tip to maximize the effectiveness of your campaigns with a limited budget is to continually review the performance of your keywords.
By analyzing the keywords during the campaign, you can determine whether they are effective or not – and if they are not, you can re-allocate your budget to avoid wasting resources on keywords that don’t work.
Focus on targeting the required audience
If your campaign is only targeted in driving leads from one specific location, for example, you can geo-target your PPC campaign to avoid wasting spend on targeting a global audience.
The method Geo-targeting will help you to increase the chances of success for your campaign if you want to focus on local marketing to drive conversions.
Therefore, keyword targeting should help you pay for the ads that work better for your business. Using this technique you can focus on the most effective ones to increase the conversions.
Improve your Quality Score
Your AdWords Quality Score affects both your cost per click, but also the conversions. Google considers the Quality Score of significant importance, and your CPA depends on it. If you are aiming for a lower cost per click or action, then you have to ensure that you improve your Quality Score.
The best ways to do so are to:
- You should create relevant ads for your target audience
- Try to focus on the right keywords
- Always keep your ad groups organized and structured
- Make sure your landing pages are helpful and relevant to each ad
- Build your AdWords account performance to improve your reputation
The good thing about the Quality Score is that once you start building your reputation, you’ll be able to save money on keyword bids. This way, you can rank higher without necessarily spending more than your competitors.
It’s also useful to revisit your ad groups from time to time to keep the ones that work better. Focus on the most successful ad sets and stop investing your budget in the ones with low conversions.