Google AdWords is a hugely popular advertising platform, that when utilized properly is extremely budget friendly and highly customizable. For most brands, incorporating Google AdWords into their digital strategy can be extremely beneficial.


However, when the Summa Media team suggests incorporating Google AdWords into a client’s we are sometimes met with a number of hesitations, most of them related to cost. It is a common misconception that Google AdWords is an expensive tool that only the largest organizations with huge marketing budgets can implement. This is simply not true.


If cost is holding you back from utilizing Google AdWords or has you considering pausing your usage, the Summa Media team has advice to share with you. Today we are going to walk you through 5 tips for saving money on Google AdWords so you can stop worrying and start advertising today!


5 Tips for Saving Money on Google AdWords


  1. Delete Your Underperforming Keywords


Help your marketing budget go as far as possible by meticulously tracking and optimizing your AdWords campaigns in order to assess keyword performance in relation to your target KPIs.


If you haven’t already done so, start by determining what KPIs are most relevant to your current goals. Some common target KPIs include click-thru rate, cost/converted click, and click conversion rate, but do your research before defining your own.


Next, analyze how your keywords are performing in relation to your target KPIs. Low performing keywords should be paused or deleted, average performing keywords should have their bids lowered, and high performing keywords should receive a larger share of your daily budget. Although this doesn’t directly lower your daily spend, it does help ensure you’re getting the most bang for your buck.


  1. Direct to Specific Pages


When a viewer clicks on your paid search results, what page are they directed to on your site? Do you send them to your homepage or a specific landing page built for a specific keyword search? To help decrease bounce, you should ensure that your paid ads all direct to specific pages that align to the searched keywords when they are clicked on.


By directing viewers to landing pages that match what they were searching for, they are less likely to drop of the page in frustration when they can’t find what they were looking for.


  1. Use Negative Keywords


Despite how it may sometimes appear, Google isn’t actually reading the user’s mind. This means that your ads can sometimes be triggered by words that are not relevant to what you advertise. For example, if you are the owner of an Italian restaurant in the Denver area and one of the keywords you selected was Italian, your ad may be displayed to users searching for Italian vacations or Italian recipes, not Italian restaurants in Denver.


By using negative keywords you are able to tell Google AdWords not to display your advertisement when a search containing these negative keywords are included. This will help to ensure that your ads are being shown to and clicked on by viewers who are actually interested in what you are selling.


  1. Double Check Your Location Settings


If you run a small, local business such as a cafe or gym you will qualify your leads based on how close they live in proximity to your brick and mortar locations. This means that you will want to set parameters for your ads to only target users within a certain area.


Another way you can use location to optimize your geotargeted bids is based on seasonality. For example if you are an online retailer for ski and snowboarding goods, you likely want to target users in colder weather places with ski mountains such as Wyoming, Upstate New York, Vermont, and Colorado. For these states you should increase your bids, while in states like Florida, Texas, and Georgia you will want to decrease your bids.


By targeting users in specific geographic regions and avoiding others, you ensure that your campaigns are not wasting money on users unlikely to purchase your goods or services.


  1. Boost Your Quality Score


Ad Rank is the order in which paid advertisements are displayed on the search results page and it is determined by the dollar amount bid on the keyword and the brand’s Quality Score. If you would like to improve your Ad Rank, you can either increase your bid or increase your Quality Score.


Increasing your Quality Score to an 8 or higher will typically lower the necessary bid a company needs to make in order to receive the same Ad Rank. This is huge for companies who are on a tight AdWords budget.


There are a few things to try doing to boost your quality score, including increasing your click-thru rate through captivating copy, tightening your keywords, building specific landing pages, and deleting low Quality Score keywords.



Bonus Tip: Utilize Ad Gallery

If you plan to include images or video in your Google Ads, you should utilize the Google Ad Gallery to save money. The Ad Gallery is an AdWords creation tool that comes with templates you can customize to create advertisements for your products. Using the Ad Gallery is free for advertisers and opting to use the Ad Gallery means you do not have to spend extra budget on a designer for your ads.

Google AdWords is a powerful platform that enable businesses of all types and sizes to reach their target customers. No matter what your budget, there is a way for you to make use of the platform. To learn more about customizing Google AdWords for your goals and budget, contact the Summa Media team today.

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