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Friday, 03 February 2017 18:26

Optimising PPC campaigns for low budgets

Whenever your cash reserves deplete, the best option that comes to mind is to cut down your paid search expenses. It is very natural to go with the idea of educing your expenditure on your PPC campaign or scaling it down to zero if you are on a tight budget.

However, ignoring or scrapping your PPC campaign can be disastrous for your SEO because it such an essential component of it.

Many of us face this dilemma, and there are tons of answers to this problem. The whole thing revolves around how effectively you manage your PPC campaign. You can find hundreds of companies that provide solutions and advice regarding this, like the PPC management by Keel Over. Here is a look at a few simple ways to get things organised and to manage your PPC on a tight budget.

Differentiate Between Successful and Underperforming Components

No one wants to stop spending on something that is generating high revenues, and people definitely want to stop spending on unproductive components. This is the time to do the same. Cut down your expenses in a smart way by keeping the successful Adwords of your PPC campaign alive while putting a hold on the money being spent on the underperforming keywords and ads. Not only it will save money, but it will also prevent any drastic changes in the ROI.

Identify One Key Component and Keep It Consistent Through the Cost-Cutting

It is imperative to mention that you must have a clear understanding of the different aspects of your PPC campaigns. This will help you determine what areas of the campaign need to remain active during cost-cutting. For example, you can always keep the exact matching keywords alive and running in the PPC campaign so that you get a refined presence on the internet that makes you more relevant in the eyes of the audience. You can also continue using the best 3 or best 5 ad groups that are performing the most and put a pause on all of the remaining. The choice is yours.

Stick to Performance. Don’t Go for Volume

When you decide to start a PPC campaign, this line should be your motto. So it is simple logic that when you are on a tight budget, you cannot afford to follow any other rule. There are many parameters to analyse when you are looking at your PPC campaign and trying to cut costs. However, following your principle behind the PPC campaign i.e. to go for performance and not for volume, one need not pay attention to the volumetric parameters like the number of impressions or the number of clicks generated by a particular keyword or ad group.

Following these simple steps can be of great help when working on tight budgets. Services like PPC management by Keel Over and other companies that provide PPC campaign solutions to businesses can aid your business, too. It is not rocket science to run your campaigns on a tight budget. All you need to do is be smart about where you stop putting your money.