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!