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How to Make the Most Out of a Small PPC Budget?

Digital Advertising

Trying to get maximum results with a small pay-per-click budget may be challenging, but it’s certainly not impossible!

As a small business owner who only has a modest budget to run ads online, it’s important to properly optimize your digital marketing campaigns in Miami to avoid wasting time and money.  

The key to setting up a profitable PPC campaign even with a smaller budget is proper planning and research.  

In this article, we will share with you tips on how to maximize a small PPC budget.  

Without further ado, let’s get started!

How to Make the Most Out of a Small PPC Budget?

1. Set a Budget

picture of a pie graph , calculator, and papers for budgeting digital advertising in Miami

The first thing you want to do before running a PPC campaign is to set a budget. How much can your company afford to spend on ads each month?

Let’s say your monthly budget is $1,500. Your next step is to determine your daily budget. In this case, it’s $50 per day for the entire account.  

It’s important to identify your daily budget because based on this, you can determine how many campaigns you can run at the same time in your account.  

Just know that Google ads may exceed your daily budget every now and then to maximize results. However, you should keep a tab that the total doesn't exceed your set monthly budget.  

Once you know how much your monthly and daily budget is, it's time to prioritize your ad campaign goals.  

2. Set Your Campaign Goals

Having a smaller budget means you can only run a limited number of campaigns. You need to narrow down your focus on certain goals you think are the most critical for your business.  

Brand awareness, leads, and sales are the three leading goals for running PPC campaigns.  

If you choose to focus on brand awareness and leads, set parameters. This will help your laser-focus your campaigns to get maximum results.  

Keep in mind that the parameters you set will restrict the traffic you generate for every ad. However, it does ensure that those who click on it are those who are interested in what you have to offer and will likely become a customer.  

If you’re not generating enough traffic, you can go back to your parameters and change things a bit.  

3. Keep Your Ads Local

Keeping your ads local is a smart way to manage a small PPC budget while making sure that you're attracting leads who will likely buy from you.  

However, the smaller the geographic area you set, the less traffic you will get. So, you must strike a balance between targeting specific locations and the relevance of your ads.  

4. Use Negative Keywords

Another tactic to maximize your small PPC budget is to use negative keywords.  

Negative keywords prevent your ads from showing up in front of users who aren’t interested in your products or services.  

For example, if you’re selling luxury handbags, it makes sense to add “affordable handbags” as a negative keyword to your campaign or ad group. When you do this, you’re telling Google Ads to avoid displaying your ad for searches that contain the phrase affordable bags. Those who are looking for affordable bags obviously wouldn’t be interested in buying luxury handbags.  

Doing this allows you to make the most out of every dollar you spend on ads.  

5. Schedule Your Ads

There are certain days of the week and specific times of day where your ideal customers are most active online. These are the best times to run your ads because it means they’re more likely going to see your campaigns.  

So, ask yourself this,” When are my ideal customers looking stuff up online? Is it after work? Early at dawn? Or during lunch break?”  

Make sure you figure out the perfect time to run your ads on certain locations and for the different segments within your target market.  

6. Run a Call-Only Campaign

a person answering a call-only campaign for a digital marketing in Miami

If your budget is tight and you can’t create a high-converting landing page, that’s okay.  

The best thing to do is to run a call-only campaign. Once you have a bigger budget, you can take things to the next level with a landing page.  

7. Remarket Your Ads

It takes an average of eight touches before you can convert a potential customer.  

So, how can you increase the number of times you engage with a prospect who has already expressed interest by visiting your site and convincing them to buy?

The answer is remarketing!

By reminding a prospect about the items in their cart that they didn’t check out or showing them a collection of shoes that they were looking at the last time they were on your website, you can get prospects to visit your website again and again until they make a purchase.  

Here are your options when remarketing ads on Google:

  • Standard Remarketing: This allows you to show your ads in front of past visitors while they’re browsing websites and apps on the GDN.
  • Remarketing for Mobile Apps: This feature allows you to display your ads to previous users who accessed your mobile app or website while they’re using other mobile apps and mobile websites.
  • Dynamic Remarketing: This feature allows you to show previous visitors ads of any products or services that they last viewed on your site.  
  • Email List Remarketing: Also known as Customer Match, this feature lets you serve ads to your customer email list if they’re signed in to Gmail, YouTube, or Google Search.  
  • Remarketing Lists for Search Ads: This feature allows you to target your previous site visitors and customize search ads while they’re on the Search Network and other partner sites.  
  • Video Remarketing: With this feature, you can serve ads to users who have interacted with your YouTube channel and other videos. You can show them ads across Display Network videos, websites, or YouTube.  

Decide which remarking feature you want to use to serve your past audience ads. After determining which option is best for you, select who among your site visitors you would like to retarget. There are numerous ways to target your audience, including the following:

  • Based on the product page a user last visited
  • Based on visiting your checkout process
  • Based on the time they visited your site
  • Based on a user’s demographic
  • Based on a user’s geographic location
  • Based on the number of pages they visited on your site
  • Based on the pages they did not visit, like a confirmation or thank you page

Remarketing your ads is a great way to make it seem like your brand is everywhere on the internet, helping you get a broader reach and boosting your brand awareness. Plus, remarketing on Google Display Network can produce good results for a cheaper cost per click.

8. Use Target Outranking Share

Use target outranking share to get ahead of your biggest competitor.  

Target Outranking Share is an automated bid strategy that gives you an opportunity to outrank the ads of your competitors. Although it can get expensive, you’ll be able to take market share away from your strongest competitor and improve your search visibility over them.  

9. Use Long Tail Keywords

Targeting generic keywords will no doubt waste your ad money. Generic keywords are highly competitive, which means they’re expensive to rank for.  

To make the most out of your digital marketing in Miami budget, you want to target long-tail keywords that your ideal customers will most likely use when they’re closer to making a final purchase decision.  

For example, instead of bidding for the keyword “handbags”, you should use something more specific like “vegan leather bags in Miami”. The users who will most likely input these keywords are those who are looking to buy what you have to offer.  

Long-tail keywords also tend to have less competition, which means they’re cheaper. And, they tend to generate high-quality leads.  

10. Consider Using Ad Extensions

Ad extensions provide additional information which can help persuade users and allow them to take action directly from the search results. Examples of ad extensions are site links, phone numbers, reviews, and ratings.  

They are a vital part of optimizing your PPC campaign budget. Ad extensions can help your ads stand out, increase click-through rate, and improve the performance of your paid search ads, which can drive maximum results.

11. Track Your PPC Campaign’s Performance

graphs showing the performance metrics of a digital marketing campaign in Miami

The most important part of optimizing your PPC campaigns is tracking results.  

By monitoring the performance of your search ads compared to benchmarks, you can determine what works and what doesn't work for your target audience. You can then use this information to tweak your campaigns, improve your ad copy, and shift your focus on other areas of your campaign that needs improvement.  

Some of the most important metrics you want to keep an eye on are:

  • Cost per click
  • Quality score
  • Total cost
  • Click-through rate
  • Cost per conversion

12. Don’t Use Dynamic Search Ads

The reason why we don’t recommend the use of dynamic search ads is because they aren’t triggered by keywords you set. Rather, they’re triggered based on the content of your website or landing page.  

Although it might sound like a convenient way of targeting potential customers, it usually results in irrelevant clicks and impressions, which can drive your daily ad spending to the roof.

Unless you have a big website or huge inventory, we suggest you shy away from dynamic search ads.

Looking for Digital Marketing in Miami?

Using PPC campaigns as a part of your digital marketing strategy in Miami is great for creating an immediate impact. And, even with a low PPC campaign budget, we believe you can rock it through proper optimization and with the help the of tips we shared with you above!

Having a big budget is not a guarantee that you’ll generate the results you want.  If you don't know how to set up your campaigns, don't know which keywords to use, don’t do your research, and don’t track the performance of your ads, you’ll surely end up wasting a lot of money.

At Digital Resource, we can help you set up highly-effective PPC campaigns on a budget! Our team of digital marketing experts has done it for thousands of other small businesses, so there's no reason we can't make it happen for you too!  

Contact us today to know how we can bring value to your business!

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