There is a worldwide misapprehension in the minds of people on low budget PPC campaigns. What they commonly believe is that if low budget PPC campaigns are not being associated with high returns by your marketer, then perhaps you should take some time out to understand how the return on ad spend (ROAS) works yourself.
Well, due to this misconception about PPC campaigns that they are too expensive for small businesses to make use of and run, these businesses may suffer or miss out on many quality offers and techniques. For instance, the small businesses may often miss out on everything that pay-per-click campaigns have to offer, or they may end up spending a lot more than they should.
But don’t worry. It’s better late than never to start right and we are here to set you on the right path. So, first of all, forget whatever it is that you might have been told earlier. Just keep a note of the important fact that the PPC campaigns have indeed the potential to produce impressive results from even a modest budget. To further know in detail, as to how one should go about it, what are important tips and suggestions to be taken into account for effective PPC Campaigns, let’s dive into the main content of this informative article:
Understand the Relationship between ROAS and ROI
As per the explanation given by ClickGUARD, marketing ROAS, or return on ad spend refers to the ROI or return on investment for each dollar spent in a PPC marketing campaign. To know more about calculating the metric and how several factors such as the expenses of running ads and click fraud estimations must also be factored in for getting a proper ROAS, you can pay a visit to their official website.
Low Competition Keywords with High Intent
Finding cheap keywords with high volume and intent is easier said than done. They may even sound oxymoronic, given the fact that the high volume keywords are usually also the very keywords that are in high demand. However, there is a way around it that can help us find specific keywords that do meet that criterion of both having a low CPC (cost-per-click), as well as being high intent.
The trick is in being specific. Let us take the example of a small business that specializes in manufacturing and selling soft toys. If this company were to choose high CPC, but vague keywords such as “toys” “toys for children,” “gift toys,” and other similarly generalized terms, it is possible that they may enjoy a high search volume, but with low intent.
On the other hand, by choosing the way to be more specific with their keywords, they can avoid the high CPC, while at the same time they can easily enjoy a much better ROAS as well.
Examples of high intent, low-cost keywords for the company would be “stuffed animals,” “teddy bear,” “soft toys” and other similar, more specific terms and phrases. The exact keywords will of course vary in their value and cost with time, but the main idea here is to always be as specific as possible to keep your PPC campaign budget-friendly.
Understanding the Importance of Intent Over Volume
The more generalized a keyword is, the higher volume it will enjoy. However, the chances of them being high intent keywords are not that good. For example, someone looking for a board game or a toy robot is not likely to buy a soft toy, but they could very well end up on our soft toy maker’s website if the company uses the high volume, high CPC keyword “toys.”
As a result, the chances of conversion will be going down, but the budget will be stretched unnecessarily. This is precisely why your PPC strategy should always be focused, whether you have a shoestring budget or not.
If you have a big budget, it’s still better to follow the same strategy, and spread your budget across multiple high intent keywords, rather than spending too much on high volume, generic keywords.
The criteria used by Google to judge the quality of the landing pages are: Content originality, relevance, and navigability then accordingly you get the conversions. So, it is strongly recommended you focus on targeted and conversion-optimized landing pages to stand out.
In conclusion, for a business to prosper it must have to take significant steps to improve its PPC performance. There are quite a few quick and effective tips to do so, but above all of that, most importantly what you have to look into is that you have a set goal for your PPC campaigns and you are focused on keywords optimization inclined as high-performing. The abovementioned tips are value-added suggestions to improve your business performance if you manage them correctly.