Paid media is one of the most effective methods for on-page conversions.
Which refer to the number of people who visit a website and leave their contact information or buy something.
All businesses want to improve their site conversions and paying for advertisements tends to come up first.
However, if you’re a small business and can’t pay too much just for ads, the fact that PPC costs between $108,000 – $120,000 per year on average may seem terrifying.
That is why Tech One is here to help!
In this article, we will show you what you can do to maximize effectiveness of PPC ads while minimizing the amount of money spent.
Define your Target Audience clearly
Your audience is very important, and it is the first thing you should decide when starting a marketing campaign.
The reason is that, if you know for sure who to reach, you will spend less money trying to attract the people that are unlikely to fall for your offerings.
And the more defined your target groups are, the better. This type of clarity gives you insights to create hyper personalized content that will resonate with them.
They will be much more likely to be interested in what you do and help spread the word.
Choose the Right Channel for PPC
Similar to target audience, the right channel will save you from chasing the clouds.
Even if there are several platforms available, not all of them will be appropriate for your company. Moreover, with a limited budget, there is no space for miscalculation.
So, compare Facebook to Instagram, Twitter, Tiktok, or other social media platforms, where you can investigate micro-influencers whose core values and personality match yours, and you can find out which options to put off the table.
It’s all about understanding where to get the greatest bargain, and bigger isn’t necessarily better in this case.
Bid for Audiences instead of Keywords in Paid Search
Instead of the keywords, bidding up on the people who are searching for those keywords may be more efficient.
Using the “bid only” and “target and bid” methods for audience retargeting in 2022 will make your paid search work better.
“Target and bid” means your ads only show up if you are bidding on that keyword and the user is on your retargeting list. Whereas with “bid only”, the ads will show any time your keyword targeting matches.
You should assess the performance and objectives of each campaign in order to choose between the two.
Use Location Targeting
If you don’t sell your items globally, use location targeting to limit your advertising efforts to only the areas where you can actually deliver your products and keep the number of places where your ads appear to a minimum.
For instance, if you live in the US and only ship goods within the country, ensure your PPC ads are only seen there.
This will save you some money and allow you to put every cent to good use. It is also a natural thing to do, because what good will it bring trying to attract people in places where you can’t serve.
Customize Ads by the Hour
Campaigns may be tailored to certain times of the day. Doing so will help the ads reach full effectiveness.
That implies that morning advertisements for a domestic goods e-commerce site would include items such as coffee cups and desk organizers, while Friday afternoon ads might feature items such as cake stands and hammocks.
Or, an ad for restaurants should show up around dinner time, for further demonstration.
Email Marketing over Direct Mail
Harvard Business Review compared direct mail and email marketing and found that the second option costs about 100 times less and gets about 95 times more ROI. So basically, email marketing excels in terms of both conversions and costs.
Besides, as people are becoming more aware of major environmental problems and immediate ecological threats, this method is considered eco-friendly as it doesn’t use paper and you can minimize the amount of email carbon footprint with a regular inbox cleanup.
Saving money while building the image of a sustainable business sounds pretty tempting, isn’t it?
Invest in Photography
The effect of PPC ads is increased with good and inviting product photos; they give the Internet users a reason to stop scrolling for a while and consider clicking. On the other hand, unattractive photos will make people skip your ads without a second thought.
And if you only have time or budget to create eye-catching ads for some of your products, just go with the best sellers. This helps with conversion rate and funding for future ad campaigns.
Keep Eyes on the Ads
Advertisers should be aware of the need to check their paid media every once in a while. If you don’t monitor them carefully, things can easily get out of hand.
For example, your team used a copyrighted photo and got into legal trouble. That would be bad, isn’t it?
And you also need to know the performance of each ad to further optimize the campaigns. If the ad is attracting teenagers, bid higher for them. If it is doing poorly in an area, investigate why this is happening and/or whether to drop the area or not.
Hiring a highly qualified and experienced professional may seem to be an additional expense, but it will most likely result in you saving more money in the long term.
This is due to the fact that paying for advertisements without a planned approach will lead to a lower conversion rate and more time plus effort spent to adjust the ads so they gain more effectiveness.
So, to wrap things up..
Hopefully, this article has given you enough information to start paid media on a small budget while not compromising quality.
Or, if you want to accelerate your business growth with innovative and result-driven marketing tactics, don’t hesitate to get in touch with us today.