As we said in yesterday’s post, this year marketers will be moving dollars into more reliable ROI generators, including pay-per-click (PPC) search ads. Because of it’s precise targeting and easy measurement, paid search provides a great return for many businesses.
Whether you’re dealing with a $20 or $20K daily PPC budget, you want to know you’re saving money wherever you can. Especially if your PPC budget has been scaled back in 2009, it’s more important than ever to get the most bang for your buck.
Peter Prestipino, Editor-In-Chief of Website Magazine, recently wrote an article featured at Blog Mango explaining how to make saving money on PPC a priority in 2009. Here are a few of Peter’s tips:
Assess your “broad match” campaigns. By default, Adwords campaigns are set as “broad match” campaigns. Peter’s example: “If WebsiteMagazine.com were to bid on the on the keyword “Website Magazine” on a broad match level, we’d receive a lot of unrelated traffic from queries related to “magazines” – which is not what we want. So if you have done the required keyword research and are confident with the effectiveness of a few keywords, use the “Phrase” or “Exact Match” instead of Broad Match.”
Take another look at negative keywords. “Negative keywords enable advertisers to ensure that they do not, under any circumstances, appear under certain keyword or key phrase combinations.” When used correctly, you can filter out keywords for which you don’t want your ads shown. For more information, go to Adwords Keyword Tool, enter a keyword and choose “Negative” in the drop down menu under “Match Type.” It will show you a slew of negative keywords that may fit your primary keyword.
Restructure your campaign to improve conversions. Peter explains that the most efficient PPC campaigns follow a similar process: “group similar keywords together in individual ad groups, develop sets of ads for those individual groups and point those keyword focused ad groups (and often times on a keyword level) to designated landing pages.” Restructuring your campaign this way will improve your click-through rate and improve conversions.
Schedule your ads. Control the days and times your AdWords campaigns appear by using Ad Scheduling. If you’re running a campaign on a certain day of the week, you can use Ad Scheduling to only show ads on that particular day. You can even schedule ads to run during a certain time of the day where you receive the most business. With a little trial and error, it could improve your conversion rates.
Read the full article at Blog Mango.
Any other advice out there on how to save money on PPC? We’d love to hear it!