More and more businesses are turning to advertising online in the hope of attracting more customers and therefore more business. But for anyone just starting out, knowing how much to spend on their online advertising can prove challenging.
PPC (pay per click) advertising is a very useful marketing tool however, you need to be careful especially when using the likes of Google Ads as you will be paying for every click.
Many companies end up paying for unnecessary clicks that a little planning could eradicate.
1. Using all Available Bid Modifiers
You can modify bids for:
- Day of the Week
- Hour of the Day
So based on conversions, for the same return, you might end up paying:
£2 for a click from a woman in Richmond on a Monday at 3pm who types “emergency plumber” into Google
But only 20p for a click from a man in Twickenham on a Wednesday at 9am who types “plumber” into Google
Because the first one converts 10x better than the other.
And with enough data, that’s entirely possible.
2. Your Default account and Campaign Settings are Wrong
There are a number of default setting in your account and unless you change them, you’ll waste money.
The “location” setting defaults to “people in, or who show interest in your targeted location (recommended)” and that means that you’ll be showing ads to people outside you targeted location. Useful if for example if you’re selling accommodation, but not so good if you’re providing services to local people.
The bidding setting has the option to “help increase conversion with Enhanced CPC. I can’t remember if that’s ticked by default or not, but either way, whilst it can be useful, never use it from the outset. It allows Google to increase you cost per click to whatever they want, on the basis that their data says that click is likely to convert. It used to have a +30% ceiling, but Google removed that ceiling in 2018.
3. Not Reviewing Your PPC Campaigns Daily
One of the most difficult things you are going to come across when it comes to Google Adwords is making sure that your Ads appear in front of the right people. During the first few weeks of running a campaign then you are going to waste a bit of money.
If you want to ensure that you don’t continue to waste money you need to test and review each of the campaigns you run. When reviewing campaigns you must try to optimise the best keywords and delete the worst keywords, while time consuming this can have a positive impact on your ROI
4. Ads Appear On The Display Network
Whenever setting up a Google Adwords campaign you are provided with a tool that will automatically choose “Search & Display Network” for the ads you place.
What this then means is that your ads will not only appear on Page 1 of Google (Search Network) but also appears on other sites that is enabled with Google Adsense (Display Network). The problem with appearing on such networks is these tend to be blogs and so selling to this audience is a lot harder.
So in order to prevent such from occurring and in turn helping to keep your PPC costs down you should run Ads so that they appear only on the “Search Network”.
5. You Don’t Include A Price In Your Ad Copy
As soon as someone clicks on any ads you run google will bill you for that click. The best way to avoid any unwanted clicks is to specify the price of the product or service that you are advertising.
When you do this you are making sure that you don’t spend money on those clicks carried out by people who are searching for “free products”, “low-cost services” or products at a “competitive price”.
Filtering out these Tyre kickers will ensure that those who are willing to buy are going to be the ones that will click. If they aren’t willing to pay what you are asking, then of course, they won’t click on your ad.
Keeping in mind the above can make a huge difference to not only how effective your campaigns are but how much they cost.