If you are an SMB, you are probably looking for ways to reduce your cost. Paid advertising is probably the first expenditure that you are thinking about cutting. You might be looking to trim down on what you spend on SEO, too. However, there are many pieces of your PPC budget that are probably costing you an arm and a leg that you don’t know about because someone else is running your Google Ads or you have simply set the ads to run and have not checked on them for quite some time. Let’s take a look at how you can reduce your paid search budget without totally wrecking your ROI.
1. Reconsider Your Branded Search Terms
If you are in a competitive space, your branded advertising makes sure that you dominate. But the research has shown that many people will click on the natural listings when they search for a brand that they trust. You can save money by turning your branded search off.
2. Look At Your Match Types and Negative Keywords
Many times, people will often launch a campaign using just broad match keywords. We suggest using exact match, broad match modifiers, and phrase match to show your ads to exactly the right type of Google searches. If you have a large PPC campaign, we suggest looking at your search terms report in Google Ads to see what searches are bleeding your budget.
3. Look at Google Shopping
Google shopping ads are very big right now. Use Google Shopping to highlight your products on Google with a picture, reviews, and other rich snippets that showcase your brand.
4. Look at Where You Are Targeting
Do you have a brick and mortar store that does curbside pickup? Drop your targeting to only show your locations that are within driving distance. You might find that your cost goes down and your conversions improve.
5. Collect Emails When Possible
You’re not going to get a purchase on the first visit to your website. Go ahead and make sure that everyone on your landing pages has the opportunity to sign up for your email list.
6. Don’t Depend Upon SEMrush For Accurate Keyword Search Volume and Bidding Data
If you are unsure of something, check on Google Trends to see how “hot” a keyword is. Search volume may actually be quite higher for some keywords if it’s a keyword that goes along with a particular need and the COVID-19 pandemic. Some keywords also might cost more or less, depending upon the PPC landscape.
7. Engage in Remarketing
Customers who are buying during COVID-19 will often look at several websites to see if the product they are looking for is instock. Go ahead and support your Google Ads with display ads and Facebook ads that are geared for retargeting.
8. Build Your Affiliate Program
Now is the time to build your affiliate program. There are a ton of people out there who can market your products for you. Affiliate programs, after you pay out a commission, are more affordable than PPC ads and some of your affiliates will do your PPC for you.