5 Tips For Effective PPC Bidding On A Budget

Looking to maximize your ROI and drive growth with PPC on a limited budget? Learn how to make the most of your ad spend with these tips.

By Max Trotter – You can read the article HERE in its entirety on Search Engine Land website

PPC advertising can be a game-changing tool for small businesses looking to kickstart sales or increase brand awareness. Unfortunately, it’s also extremely easy to overspend if you aren’t careful.

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When your budget is tight, it’s crucial that you set yourself up for success when creating a PPC account.

Just a couple of bad months of PPC spending can be the difference between growing or shutting your doors forever.

So, before you start throwing money at Google Ads or Microsoft Advertising, read these five essential tips for PPC bidding on a budget.

1. Set clear goals and base the account around them

One of the best things about PPC advertising is that there are ways to meet any business’s goals.

You can choose from many different campaign types and bidding options, and there’s numerous Google platforms you can advertise on.

When your budget limits you, it’s paramount that you figure out what your primary objective is and create campaigns that help you achieve that goal

Are you looking to build more awareness for your brand? Display and YouTube are great options to do just that.

Maybe you’re an ecommerce company looking to drive more purchases and revenue. Then consider search and shopping campaigns.

These campaigns work best when they’re working together and driving a full-funnel strategy. But when the budget is tight, it’s time to cut out the secondary strategies and focus on driving results.

2. Make your campaigns simple and specific

When creating your PPC campaigns, it’s important to be specific.

You want your ads to be as relevant as possible to users’ search queries.

It’s important to structure your campaigns and ad groups so that your ads cater to the keywords you’ve chosen.

Let’s use an apparel company as an example. They sell all types of clothing, but want to focus on T-shirts and denim pants.

I want my ads to be as relevant to the user’s search as possible, so I create campaigns and ad groups based on the type of clothing:

Campaign: T-shirts
- Ad Group: T-shirts
- Ad Group: Women’s T-shirts
- Ad Group: Men’s T-shirt
- Ad Group: Kid’s T-shirt
Campaign: Denim Pants
- Ad Group: Denim Pants
- Ad Group: Women’s Denim Pants
- Ad Group: Men’s Denim Pants
- Ad Group: Kid’s Denim Pants

Setting up your campaigns this way accomplishes two things:

The first is that it’s incredibly simple and easy to understand. If I look at the performance data for all of these ad groups, I can very easily tell:

Which types of products are performing well (T-shirts or denim pants).
Which demographic our product is most popular with (women, men, kids etc).

This makes optimization much easier than if all of these products were lumped into one or two ad groups.

The second is that each ad group listed above will have keywords and ads specific to their category.

So, if someone searches for “kid’s T-shirts,” the ad that will show to them will be about kid’s T-shirts and direct them to a landing page with kid’s T-shirts.

If we just had one ad group for T-shirts, our ads would have to be much more generic and would be less likely to lead to a purchase.

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3. Use long-tail keywords

PPC advertising is an auction-based platform, where advertisers bid to show their ads on searches for specified keywords and the ad space goes to the highest bidder.

Like real-life auctions, winning is much easier when you have a lot of money. Go figure!

So, if you have less money than other people at the auction, how do you win? Simple, you…