Google Ads, formerly known as Google Adwords, requires determining a budget carefully in order to ensure cost effectiveness. Spend too little and you may not be able to reach your sales or lead generation goals. Spend too much, and on the wrong keywords, and you run the risk of driving low-converting “junk traffic” to your site.
This is where professional digital marketers can be a tremendous asset. People who work day in and day out researching keywords, spotting trends, setting auction terms and determining budgets for pay-per-click (PPC) campaigns are going to have the insights most businesses need. Here are a few tips.
1. Test, test, test
If you’re just starting out on Google Ads, you should plan on starting small and building. Determine a small list of keywords to start with, say around 10 to 20, and run small tests of around 100 clicks for each keyword. It may take some trial and error to determine which campaigns yield results, but once you do you can start to build on the successful ones from there.
2. Stay focused on your ROI
It’s important to keep the focus on return on investment (ROI) and not just overall cost when determining your Google Ads budget. For example, a small budget that barely breaks even won’t be helping your business compared to maybe going slightly over budget on a highly profitable campaign. In the simplest terms, it would be better to spend $100 to make $200 than it would be to spend $50 to make $60. Of course, you never want to spend more than what your business is prepared to absorb from a lead and sales infrastructure standpoint
3. Don’t forget about conversion
Targeting high-converting keywords can be one of the best ways to stretch your Google Ads budget further. By finding the right keywords that show your audience is ready to become a lead or buy your products, you can often bid on searches that are less competitive to more generalized high-traffic keywords. If you have an effective conversion funnel set up, you can achieve significant ROI from a relatively modest budget.
4. Budget for a high-quality campaign
In Google Ads, quality counts. One of the factors that determines your cost per click is the quality score of your advertisements. If you have a higher-quality score, it means ads with high click-through rates and landing pages with lower bounce rates. By investing in high-quality and compelling ads upfront, you can actually lower the cost of your campaigns in the long run — all while running a more effective and high-converting campaign.
Turn to a partner you can trust
No matter what size budget you decide to work with, turning to a professional can be another way to get the most ROI from your marketing dollar. From keyword research, to audience profiling to creating compelling ads, the team of experienced professionals at Burg & Co. Marketing has extensive experience in running successful Google Ads campaigns.
Ready to learn more? Contact us today and schedule your free marketing consultation.