{"id":579,"date":"2016-09-22T16:22:27","date_gmt":"2016-09-22T15:22:27","guid":{"rendered":"http:\/\/www.givethedogabone.com\/blog\/?p=579"},"modified":"2024-02-12T16:04:42","modified_gmt":"2024-02-12T16:04:42","slug":"minimising-your-ppc-costs","status":"publish","type":"post","link":"https:\/\/www.givethedogabone.com\/blog\/minimising-your-ppc-costs\/","title":{"rendered":"Minimising Your PPC Costs"},"content":{"rendered":"

Pay-per-click advertising is one of the most powerful tools available for online marketers, giving companies of all sizes an opportunity to reach their audience quickly and efficiently, whatever their budget. The accessibility of PPC makes it easy for anyone to run their own campaigns, but costs can quickly mount if you don\u2019t follow best practice advice, so here are a few tricks to help you make the most of every click.<\/p>\n

Define your keywords<\/strong><\/p>\n

Whatever your product, it\u2019s unlikely that you\u2019ll be the only one selling it, and bidding for popular keywords will drive up the cost-per-click (CPC). Sometimes this is unavoidable, and when the potential value of a click is extremely high it can be worth pursuing, but finding niche keywords that are less competitive is a good way to reduce your CPC.<\/p>\n

For example, the keyphrase \u2018garden centre\u2019 is quite generic and will likely attract a high CPC, as rival garden centres all want to compete for top spot in the SERPs (Search Engine Result Pages). Avoid this by creating adverts for specific products within your range, such as \u2018lawn tennis\u2019 or \u2018garden remodelling\u2019 – these are unlikely to be as sort after and will attract a lower CPC. Similarly, you can aim for long-tail keyphrases, such as \u2018garden centre in north Manchester\u2019, for which there will be less competition.<\/p>\n

Some businesses may find it useful to assign a portion of their PPC budget to\u00a0bidding on their own brand\u00a0<\/a>terms\u00a0to secure presence in the rankings when people actively search for them; this is especially useful if a competitor is trying to steal your custom by bidding on your name. Be aware that this can eat into your PPC budget, though, so be sure that you\u2019re getting a worthwhile return when taking this step.<\/p>\n

Define your market<\/strong><\/p>\n

To run a successful campaign, you need to know who you\u2019re selling to; where is your audience based, what do they like, how old are they? By identifying the audience most likely to respond to your advert you can ensure you\u2019re reaching people. For example, if you\u2019re a local business, don\u2019t bother spending money advertising to customers nationwide – restrict your ad to a local radius, and you\u2019ll be reaching a relevant market that is well-placed to convert.<\/p>\n

You should always look to determine which market is the most profitable by creating several advert sets; try setting up one ad set to target customers within 30 miles of your business, and another for those within 10 miles. From their relative performance, you can then determine with ad set is the most effective and where your money is best spent.<\/p>\n

Quality is key<\/strong><\/p>\n

Google doesn\u2019t simply reward the highest bid with the best ranking; if companies could simply throw money at them then the SERPs would be full of irrelevant junk, which would drive users away from Google. Therefore, an advert\u2019s Quality Score has a big impact on its performance; the more relevant Google perceives it to be, the less you\u2019ll have to spend to get it ranking high.<\/p>\n

Your Quality Score is calculated not only by the ad\u2019s relevance to your keywords, but to your click-through rate and historical AdWords performance; the better your ads perform, the less they\u2019ll cost.<\/p>\n","protected":false},"excerpt":{"rendered":"

Pay-per-click advertising is one of the most powerful tools available for online marketers, giving companies of all sizes an opportunity to reach their audience quickly and efficiently, whatever their budget. The accessibility of PPC makes it easy for anyone to run their own campaigns, but costs can quickly mount if you don\u2019t follow best practice […]<\/p>\n","protected":false},"author":1,"featured_media":363,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1,412],"tags":[27,104,123,40,21,74,45,44,13,18,103],"class_list":["post-579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-give-the-dog-a-bone","category-ppc-pay-per-click","tag-cms","tag-effective-web-content","tag-give-the-dog-a-bone","tag-keywords","tag-mobile-devices","tag-online-marketing","tag-pay-per-click","tag-ppc","tag-social-media","tag-social-media-tips","tag-website-content"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/www.givethedogabone.com\/blog\/wp-content\/uploads\/2016\/03\/shutterstock_161674859.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.givethedogabone.com\/blog\/wp-json\/wp\/v2\/posts\/579","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.givethedogabone.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.givethedogabone.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.givethedogabone.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.givethedogabone.com\/blog\/wp-json\/wp\/v2\/comments?post=579"}],"version-history":[{"count":3,"href":"https:\/\/www.givethedogabone.com\/blog\/wp-json\/wp\/v2\/posts\/579\/revisions"}],"predecessor-version":[{"id":868,"href":"https:\/\/www.givethedogabone.com\/blog\/wp-json\/wp\/v2\/posts\/579\/revisions\/868"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.givethedogabone.com\/blog\/wp-json\/wp\/v2\/media\/363"}],"wp:attachment":[{"href":"https:\/\/www.givethedogabone.com\/blog\/wp-json\/wp\/v2\/media?parent=579"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.givethedogabone.com\/blog\/wp-json\/wp\/v2\/categories?post=579"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.givethedogabone.com\/blog\/wp-json\/wp\/v2\/tags?post=579"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}