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How to make the most out of a limited Adwords budget

Meg Caswell
Marketing Coordinator

Budget is naturally a big concern for small businesses and start-ups setting out on a new business venture, especially when it comes to pay per click advertising. How can you possibly compete with the big guns in the industry when you can’t match their advertising spend?

Whilst it’s true that a bigger budget could help you generate results faster, a massive advertising spend isn’t the be-all and end-all of your marketing efforts - a smart PPC strategy, on the other hand, is. If you’re limited by budget and don’t have the room to increase your Adwords spend, your alternative strategy is to look at how you can stretch your current spend further. Here are just a few ways to get more bang for your buck from a restricted Adwords budget.

1. Optimise your website

Your business’ website plays a key role in the success of your Adwords campaign, so if you’re looking to improve your Adwords results when budget is limited, start by ensuring your website is up to scratch. Landing page relevance (i.e. how relevant your ads are to the website page they land on) will have a big influence on your quality score, which will ultimately play a part in determining where your ads are positioned. If increasing your maximum CPC isn’t an option, try improving your quality score by ensuring your website is optimised to complement your Adwords efforts. This could help you improve the position of your ads and  could ultimately see you generating a better ROI.

2. Identify high-converting locations

If you don’t have a big budget to spend on Adwords, you need to look at refining your campaigns to ensure the budget you do have is well spent. One way to do this is to identify and target high-converting locations to increase conversions and ensure your resources are well spent. If you are having notable success in a particular area, you may even want to consider creating specific campaigns for that location.

3. Target long-tail keywords

When your Adwords budget is particularly limited, you need to think carefully about which keywords you want to target. Whilst broad keywords such as ‘plumber’ may generate more search traffic, these words will also attract more attention from your high-paying competitors, which means they won’t come cheap! If bidding higher for your target keywords isn’t on the cards, consider targeting more specific, long-tail keywords instead (i.e. ‘Joondalup plumber’). This can have multiple benefits for small businesses on a limited budget - not only will you be facing less competition to rank for keywords (which means you’re looking at lower bids), but users are often more likely to convert with these specific searches. Why? Because they already know what they’re looking for, and you’re catching clients further along in the buying cycle.

4. Refine your ad schedule

Maximising your Adwords performance on a limited budget is all about monitoring and optimising your ads to ensure they are delivering to the right people at the right time - and a great way to ensure you are getting the most from your budget is to stop your ads delivering at the wrong time. If you find your ads are less effective on the weekend, for example, consider decreasing your bids or not scheduling ads on these days; instead focus your efforts (and spend) on high-performing periods that are more likely to generate conversions.

5. Lower your bids

It sounds and feels contradictory, but if your small business is consistently meeting your budget ahead of time, you may want to look at actually lowering your bids. This will reduce the amount you pay each time a user clicks on your ads, which means your budget could go further in the long run. Just make sure you continue to monitor campaigns to ensure your ad position hasn’t taken too much of a hit from the changes.

Adwords for small businesses

At Undergrnd, we know what it’s like to be a small business that’s limited by budget - and we know that because we’ve been in your shoes. That’s why we’ve made it our mission to help small businesses market their business without the big costs often associated with larger agencies. As small business marketers, our aim is to help local businesses get off the ground with high quality, affordable marketing solutions.

Let’s talk - get in touch with our team today for a free consultation to discuss your advertising needs.

Got a project in mind?

We are very interested to hear more about your project!

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