10 Tips for Creating Effective Google Ads on a Small Budget
On average, Google Ads generate two dollars for advertisers for every dollar spent. Find out how to do more with this tool, even if you have a small budget.
7. Let automation work for you
Maximize your conversions with Smart Bidding and Responsive Search Ads. AI may not be able to come up with a grand advertising strategy for you, but machine learning can help increase or decrease bids on your behalf.
Automation takes into account everything from funnel stage, to relevenance, to keywords, to competitors.
Then, it makes sure your bid is increased when your ad has the best chance to succeed—or drops the bid when your competition is set to win so you’re not wasting your precious time and cash.
Oh, robots: you’ve done it again!
(Want more info about how bidding works? This AdEspresso webinar has got you covered.)
8. Embrace extensions
From your extensions tab in your Google Ads dashboard, you can add extensions directly to your ad to specify your location, products, features or sales promotions.
And. You. Should.
76% of users who search for a nearby service wind up visiting that business that day. With local searches increasingly happening on mobile while people are out on the town, you’ve got to wave the flag that you’re nearby and ready to help.
Toss a phone extension on your ad for your unicycle repair shop. People can easily click and call and ask if you can help them weld two unicycles together into some sort of innovative, hybrid duo-cycle.
Or, if you’re a wholesaler of leopard-print toilet paper, add an affiliate location extension. This will share front-and-centre exactly which retail shops carry your rockin’ rolls.
9. Think negative
Google Ads also offers the options to input negative keywords: words that you don’t want to be affiliated with.
For example, if you sold dolphin keychains but not glitter dolphin keychains, you wouldn’t want to pop up in results for the latter. All the sparkle-enthusiasts out there will only be disappointed when they click through.
To discover how people are accidentally searching you, check in on your Search Terms report. Here, you’ll be able to find the irrelevant queries that are leading people to you, and add them to your negative keyword list.
10. Measure everything
How are people finding your site? What pages are popular, and what searches are bringing them there? Your analytics have the data you need to measure success and patterns.
And over on Google Ads itself, you’ll find metrics that suggest why your impressions, click-throughs or costs might have changed.
Take this information, analyze it, and use it to inspire your next great advertising experiment.
While these tricks for making the most of a small budget are true today, Google Ads is being updated all the time. Tomorrow, there may be even more ways to optimize those dollar-dollar bills, so you can spend less on advertising and more on creating the dancing tube girl group of your dreams.
Easily create Google Ads campaigns alongside your Facebook and Instagram ads using Hootsuite. Spend less time switching from one ads manager to the other, and more time making money. Try it free today.