9 Tips (and Tools) to Reduce Your PPC Campaign costs while increasing Visibility and Effectiveness!


We know it’s not easy to get your Facebook, Twitter or SEM ads noticed – and it can be expensive when you do. If you’re running a small business, your marketing budget is probably limited. You want to make sure that any money spent on advertising is making an impact for your company.

Below we share some of the top ways to lower your digital ad budget while making sure to maximize visibility and ROI.

#1.Create a specific target audience.
For example, there are over one billion Facebook users, so you know that your ad will be seen by someone. But if you’re not targeting the right people it can mean wasting time and money on an ineffective campaign. Make sure to set up age and location restrictions for your ads – don’t try to reach everyone.

#2. Use Keyword Research Tools.
Competitive Research tools are a must, we can’t stress this enough! Below you will find 6 free (and 1 paid) Keyword Research tools that will help you measure the success of ads, target specific audiences, and find new ways to make sure people see your ad.

Google’s Keyword Planner tops the list for free tools. You’ll need an AdWords account to access it, which of course is free!

Google’s Display Planner goes a bit further with rich functionality and deeper insights into your audience demographics and interests making it great for video and display marketing

Another free option is WordStream Keyword SEO & PPC Tool which allows you to target and group certain niches for easy ad group launches.

AnswerThePublic is a keyword tool that visualizes search questions and suggested autocomplete searches in an image called a search cloud. Perfect for “Voice Search” SEM optimization.

Ubersuggest gives you the edge in SEO.. Just type in a domain or a keyword to get started. Features inclulde Domain Overview, top SEO pages, Keyword & Content Suggestion, Backlink Data, & more.

Google Trends: It’s essential to do keyword research, but it won’t get you very far if the search patterns are different in your region. Localized keywords strategy work because people behave differently based on where they live and what their immediate needs are. Using Google Trends, you can identify city-specific search volume variations and seasonal fluctuations.

One of the best paid options is SEMrush’s Keyword Magic Tool. This tool allows you to analyze each keyword deeply by utilizing one of the largest SEO databases on the market. You can cluster your keywords as well as save your research as you go. This tool is useful for everyone from small businesses, website owners, enterprise agencies and corporations.

#3. Use a variety of ads.
Different people respond to different types of promotions, so it’s good to have a few options in your advertising toolkit. You can create multiple ad sets around one product or service and use Facebook PPC’s A/B testing functionality to see which performs better for you.

#4. Keep your ads fresh.
When you’re using paid advertising, it’s important to keep coming up with new content and updates for the campaign. You don’t want people seeing a stale ad over and over again – they’ll get bored of it or think that there’s no need to click on it anymore! Make sure that even old posts are updated with new information or links.

#5. Promote your ad on other platforms like TikTok and Pinterest!
This might go without saying but anytime you post anything related to your business, make sure that it’s also posted on all your social channels! People might see the same content in a different place and be more likely to buy from you (or share!). Don’t forget to use hashtags.

#6. Boost your posts.
If you’re a small business, or just don’t have the budget to spend on SMM ads every day, boosting content that’s already been posted can be an effective strategy for getting more people to see it and increase sales.

#7. Increase your Click-Through Rate
The more you improve your CTR, the better quality and lower ad pricing will result. Click-Through Rates are an important factor that Google takes into consideration when bidding for ad space on search results pages; if they see people clicking through to your site with greater frequency than other sites in their database then it is clear searchers like what they’re seeing or hearing.

#8. Manage Your Campaign’s CPCs Through Geo-Targeting
With Google AdWords, Facebook (and other platforms) you can adjust your bids and bid adjustments based on geographic location. If a region has had lower conversion rates in the past, you can adjust your strategy to maximize visibility where it makes sense to do so.

#9. Ad Scheduling
You can spend hours tweaking your bids and keywords to make the most of every penny you have. But while you’re bidding on the right keywords is a good idea, equally important is understanding when your customers are more likely to be online. By using targeting tools such as either dayparting or frequency capping, you’ll find yourself increasing conversion rates whilst maintaining an average CPC that suits both your budget and business needs best.

Becoming more cost efficient is a goal for any marketer, and the metrics to look at are Cost Per Click (CPC) and Return On Advertising Spend (ROAS). The balance of these two will show how well your campaigns are performing. If you find that over time, your CPC has been rising while ROAS remains unchanged or even decreases then it’s likely that something in your campaign needs adjustment.

Here are just a few solutions to help guide your next campaign. While there is no one-size fits all method to reduce your cost per click, by following the steps above and making improvements where possible, you will be able to enjoy lower ad spends and a higher ROAS!

Six Digital Marketing Podcasts You Should Be Listening To (July 2021)

Research found as of July 2021 there are over 2,000,000 podcasts and over 48 million episodes (podcasthosting.org)

You know Digital Advertising is constantly changing. So how do You stay up to date on the latest trends? These 6 podcasts will help keep your ear in tune with what’s happening in 2021.

Each is well-produced, covers a different aspect of the industry, and most importantly, includes an informative host providing relevant content. Detailed insights come from c-level executives, captains of industries and original thinkers while also highlighting cutting-edge trends, tech developments, and 2021 best practices.

Do you have a favorite marketing podcast? We’d love to hear from you! Share the wealth and let us know in the comments below!

  1. Everyone Hates Marketers
    https://www.everyonehatesmarketers.com/podcast
    The brainy business podcast

This podcast has received 14M+ downloads, in less than 4 years with no ads Each week, Louis Grenier interviews guests or shares his no-fluff, actionable marketing insights.
Credit: everyonehatesmarketers

2. Choiceology Podcast
https://www.katymilkman.com/podcast Listen in as host Katy Milkman (The Wharton School) shares stories of irrational decision-making—from historical blunders to the kinds of everyday errors that could affect your future. Choiceology, an original podcast from Charles Schwab, explores the lessons of behavioral economics, exposing the psychological traps that lead to expensive mistakes. Credit: katymilkman.com

3. Salesman.org podcast
https://www.salesman.org/category/podcast/

The Salesman Podcast is an Apple Award-winning show aimed at B2B sales professionals. It helps sales professionals learn how to find new potential buyers and win business from them in a modern, effective, and ethical way. Credit: Salesman.org

4. EDGE Of The Web by Bill Slawski.
https://edgeofthewebradio.com/seo-podcast/

An interview-style podcast that digs into the topic of SEO and gets top industry leaders to share tactics and strategies. Credit: edgeofthewebradio.com

5. SocialMediaMarketing Podcast
by Michael Stelzner
https://www.socialmediaexaminer.com/social-media-marketing-podcast/

Social Media Examiner offers two weekly audio podcasts and a weekly live video talk show to help boost your marketing skills and keep you up-to-date with the ever-changing world of social media.
Credit: socialmediaexaminer.com

  1. Talks at Google
    https://talksat.withgoogle.com/

This last one is not strictly marketing focused. “Talks at Google” is a global, internal talks series hosted by Google, often hosted for Google employees before being publicly released on YouTube. The program invites top business people, entrepreneurs, scientists, artists, filmmakers, and musicians to discuss their work. The content can also be accessed in audio-only form using their podcast feed. Credit: Google

Willow Ranch, LLC

Southern California-based digital consultant with 10+ years of experience providing essential services to volume advertising agencies and freelancers.

We specialize in high-volume email management, audience segmentation strategy, social media campaign management for lead generation and conversion rates optimization through creative content writing. My true passion is helping you grow your business!

Willow Ranch, LLC offers a wide range of services to suit your needs. Whether you’re looking for short-term contracts or long-term partnerships, let us streamline the digital strategies that make your online transactions possible.

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