When trying to grow your website traffic, you may find working with a small PPC budget challenging. It is up to you to figure out how to make the most of it. Keep reading for some helpful tips to start or optimize your PPC campaign with limited funds.
Set the Foundation for Your PPC Account
When you have a smaller budget, it is paramount that you set expectations regarding the account’s scope and size, which will help you stay focused. The first step is to determine how many clicks a day you are likely going to receive.
For example, if your budget is $2,000 each month and your average cost-per-click is $2.50, you can get up to 800 clicks a month. This represents just 26 clicks a day or a budget of $66 per day.
It would help if you understood that AdWords, and other channels, may exceed the daily budget to help maximize clicks. However, your overall monthly fee should not exceed the daily amount for each day of the month.
Once you have an estimate of your daily PPC budget, you can focus on prioritizing your goals.
Determine and Prioritize Your PPC Goals
Sometimes, you will have multiple goals for each account. With a smaller budget, you are limited to the number of campaigns – and goals – you can pursue at the same time.
Some common goals to consider include:
- Repeat sales
- Brand awareness
- Sales
- Leads
- Brand and product consideration
Develop Laser Focus
A few features can be used to help laser-focus your campaigns and make the most of smaller PPC budgets. Remember, these settings will restrict the traffic going to your campaign. If you are not getting enough traffic, try loosening up the settings.
Invest in Geotargeting
You must decide on your geotargeting upfront. Do you need to target ZIP codes, cities, states, or something else? The smaller the geographic area is, the less traffic you will receive, which means you must balance relevance according to your budget. When possible, add negative locations where you are not doing business. This keeps stragglers from seeing your ads.
Ad Scheduling
Investing in ad scheduling helps you control your budget by just running ads on specific days and at specific times of the day. If your business is just open during certain hours, it may make sense to set ads that will only run when your store is open.
If you are selling items online, your store is always open, but it is a good idea to review your reporting to figure out if there are certain times of the day when you have negative ROI.
Work with the Professionals to Learn More
When it comes to developing an effective PPC campaign with a lower budget, there are ways you can make it work. Use the tips and information here and work with the professionals. They can help you focus your campaigns and achieve the most ROI from your PPC efforts as possible.
By, Peter Roesler, President of Small Business SEO. 25+ years in marketing! Yippee.
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