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Digital Marketing Hacks: Running effective Paid Search Ads on a small budget
Paid search ads are a vital part of any business's digital marketing plan. Any potential customer looking for a product or service in any part of the world searches for it on Google.
Being organically visible on Google takes a lot of time for any website. And it's even more difficult if your organization is a late entrant in the market, leaving Google Search Ads as your only option for search visibility.
A lot of companies make the mistake of splurging on Search Advertising. It's tricky, and if not planned well, one will end up wasting money without getting the targeted number of quality leads. It's a tougher challenge for small companies that don't have huge marketing budgets.
Here are a few pointers on running effective search ads campaign on a small budget:
Pick fewer keywords:
The most rookie mistake in search advertising is picking a large number of keywords. Use the Google Keyword Generator and only pick keywords specific to your product/service and commonly used by your target customers.
Run multiple ads in the beginning:
Use different ad copies, with different titles and descriptions for the first few days of the campaign. See which ad copies fetch you the best click-through rate (CTR).
Start by bidding low:
Don't be the highest bidder right from the beginning. The search ad placements depend on a lot more things than just the bid amount. If your ad has a higher click-through rate than the other website, Google will push your ad to the top as it results in more revenue for them.
Pick specific geographic locations:
Be selective regarding the areas where your search ad appears. Only target locations where your product/service can be delivered.
Opt for image display ads:
Don't go for text display ads as they have a lower CTR. Get a good display image ad designed in multiple dimensions and use that. Display ads are most effective in remarketing when you're running ads for people who've interacted with your website/app before.
Optimum scheduling for the ads:
Multiple advertisements have a phone call as the call to action. Therefore running your ads when there's no one at the office to pick up calls doesn't make any sense. If the call to action is filling up a form or registering an inquiry, then your ads can run 24/7.
Avoid using Dynamic Search Ads:
Dynamic Search ads pick up keywords from the content of your landing page, which might not be in sync with the commonly used keywords by your target audience. You might get lesser impressions than you're supposed to, and there's also a chance of your ad being visible to people who're not interested in your product/service at all.
While running a low-cost search campaign, you'll have to be as specific as possible. Be it the keywords, audience, scheduling, or capturing the lead. Also, coordinate with your sales team to track the conversions to gauge the overall effectiveness of the campaign. Be very clear about the budget and goals right from the beginning. Don't chase your big competitors and try to match their placements, instead try to standout. You can't afford to burn as much money as them.
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