• Black Rock Media

5 tips for Google Ads on a small budget

Google is undoubtedly the king of search engines. Roughly 2.5 million searches are happening across the globe every second. This potential reach is why Google ads are often favoured by advertising agencies and businesses alike.

But, as the UK officially enters into its first recession in 11 years, budgets are tight and the future for many businesses is uncertain. When the pandemic first hit, we wrote about the importance of maintaining your marketing efforts even though it can feel like the easiest area to take money from (read the blog here). So, let’s have a look at how you can advertise on Google on a smaller budget.

1. Set a clear objective to optimise towards

As with any strategy in business, you must set a clear objective. You will need to consider your overarching business goal is and then use this to shape your advertising goals. If you sell hand-knitted jumpers for snakes (if you haven’t seen these before I suggest you Google them immediately), and your overall business goal is to sell 15,000 this year, your advertising goal could be a BOGOF offer to households that own snakes.

2. Rack up a high quality score

The best way to get the most out of your small budget is to ensure that your ads are of high quality. Google literally assesses your ad and gives it a quality score on a scale from 1 – 10. It will look at the expected clickthrough rate, how relevant your ads and landing pages are to the user and the overall landing page experience. The higher quality your ad = lower cost and better ad position.

3. Optimise landing page

You’ve made an ad that attracts attention and a user has clicked on, fantastic! But, when they click on it they don’t find the information or product that they were looking for and they bounce off in seconds. You need to optimise your landing pages so that they match your ad. The better the landing page, the higher your conversions and your ranking on Google, so get it watertight.

4. Use a solid campaign structure

The more time and effort you put into initially setting up the campaign, the better the pay off. Carefully consider all the elements that go into your campaign and don’t be tempted to cut corners with express set-up.

Google itself will tell you to target multiple keywords but, if your budget is small, you are better off with a SKAG. Not to be confused with the British slang word you probably know but I won’t be typing in this blog, a SKAG is a Single Keyword Ad Group, and is a highly focused way to target customers at a lower cost.

In other words, if you have multiple keywords in one ad group, it’s near impossible to write an ad that caters to every search. SKAGs offer the specificity that allows users to clearly understand that they have found what they are searching for. Hammer this home by also adding the term into your ad headline. Clarity equals clicks.

5. Target longtail keywords

Longtail keywords are keywords or phrases that are more specific than commonly searched for keywords. They get less traffic but can generate a higher conversion value due to them being more precise. For example, if a user Googles the keyword “sofa”, there’s probably a low chance that the search is going to convert to a sale. But if they are searching for “black cast-iron daybed” they are probably more committed to buying.

Need help with your Google ads? Give us a call and we can talk you through it.

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