How to make your Google Ads budget stretch further (without spending a penny more)

How to make your Google Ads budget stretch further (without spending a penny more)

Did you know you can expect to double your investment into Google Ads? If you don’t have much spare cash and you need conversions, that certainly sounds attractive. But getting to grips with Google Ads can be an expensive process. 

 

Start with this blog to learn ways to make your Google Ads budget stretch further – without spending a penny more. 

How does the Google Ads bidding system work?

To an outsider, the Google Ads system either looks overly complicated or ‘dead simple’. I’ve heard both. Dunning-Kruger effect in action, I guess. Interested in setting up a campaign? Here’s the rundown:

 

Every time a user types a keyword into Google, the Ads system boots up an auction for that keyword. 

 

According to Wordstream (2021) – “To “win” the Google Ads auctions and see your Google advertisement appear for relevant keywords, you’ll need to optimize your Quality Score and bid amount. The higher your Quality Score, in conjunction with your bid amount, the better your ad positioning. The following factors (among others) affect your Quality Score:”

 

Benefits of a high Quality Score include lower CPC (cost-per-click), helping you increase ROI. Plus, Google rewards ads with high Quality Scores by displaying them more frequently on Search Engine Results Pages (SERPs), so you also get to enjoy greater exposure.

How can I get a high Quality Score on a low budget?

Google Ads is all about specificity. If you operate within the business or professional services vertical, you could easily struggle to spend less than £50 a click on high-traffic, broad spectrum keywords like ‘accounting’, or ‘legal’. 

 

That’s because a) your services themselves are costly and b) your keywords are high-traffic and short-tail (non specific).

How do I set my maximum Google Ads daily budget?

To make inroads with Google Ads on a low budget, start by managing expectations. An average cost per click is somewhere around the £1.50 mark; less on the Google Display Network. 

 

How many clicks are you happy with per day? 5? 10? 50? No less than 1,000? You’ll need to multiply the average cost per click for your keywords by the number of clicks you’re aiming for to settle on a budget.

Example

Your ad has a CPC of 50p

You would be happy with 50 clicks a day 

Calculate 0.50 x 50

Your daily budget is £25

 

Too much? Forgo your takeaway coffee for a month and budget £3-5 a day. It’s enough for some leads – not loads, but some. Now, focus on optimising your Ad Campaign and making that budget stretch further.

Spend time on demographic segmentation

This is business critical, especially if you’re short on disposable cash. You need to know your target segments like the back of your hand – their motivations, income level, internet usage habits, shopping habits… the list goes on. 

 

Whilst you’re money-poor and time-rich, invest that time into getting a picture of your prospects and existing customers you can use to geofence, target, and segment your ads for maximally niche exposure. 

 

With this data you can generate a short list of extremely niche keywords – bringing your CPC down, and your projected conversions up. You can also learn the best times to serve your ads, as well as how to attribute conversions* to customer interactions across multiple channels.

*Intrigued? More on attribution modelling coming in next month’s MajubaMail: subscribe now for once-monthly marketing tips tailored to your sector!)

Get to grips with split testing

Now your Ads are showing to the right people – time to work out what they respond to. 

 

Split testing is a way to compare multiple versions of your landing page to find out which one generates the most conversions. You can run it in Google Ads to split traffic between ‘landing page A’ and ‘landing page B’, for example. 

 

Switch up key variables like headlines, URLs, ad extensions, time of day, and CTA copy. We recommend running split tests every 2 months minimum so you can respond quickly to any changing behaviour in your target segments. 

Key takeaways

Google Ads will drain your wallet dry if you run into it without any preparation! If you always keep in mind the reactive, changeable nature of customer segments, and aim to serve ads to the most niche audience possible – you’ll stretch your budget as far as it can go. Plus, you’ll gain heaps of useful insight into your audience in the process.

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      © Copyright 2021 Majuba Marketing Ltd

      Majuba Marketing LTD, registered in England & Wales, Company Registration Number: 13154926