As a smart business owner, you certainly want to find ways to minimise your daily expenses. After all, fewer expenses means more revenue. This is why if you’re using Google Ads or other PPC (pay-per-click) platforms to promote your brand or business online, you should be on the lookout for optimisations that can improve your bottom line. 

If you’re wondering how you can boost the effectiveness of your PPC campaigns without going over your marketing budget, wonder no more. Today, we’re going to discuss how you can optimise your ads whilst saving money at the same time.

How to Save Money When Running a PPC Campaign

Here are a few strategies you should consider so you can run cost-effective PPC campaigns.

1. Create better ad content

Your quality score is a key metric you should focus on when running Google Ads (or other PPC ads, for that matter). It is measured using 3 factors; landing page experience, ad relevance and expected click-through rate. The quality score also has a direct impact on cost-per-click and ad placement. As Google wants to prioritise adverts of the highest quality, it is willing to allow such advertisers to pay less in the bidding auction whilst appearing at the top of search engine results pages (SERPs).

To raise your ads’ quality score and, therefore, make your advertising efforts more cost-effective, you should first optimise your ad content. You can start by using relevant keywords in the headlines, body, and even in the display URL. Also, ensure that your headlines are catchy. As they are the first thing your target audience sees when viewing your ads, they should have the ability to grab people’s attention in one glance. This will directly contribute to improved quality score metrics such as ad relevance and expected click-through rate.

2. Take advantage of ad extensions

To save more money, make the most of the dozens of ad extensions available on Google Ads. Regardless of your industry or the kind of products/services you offer, there are numerous extensions you can utilise to boost the effectiveness of your ads. What’s more, they provide additional information about your business, thus, giving your target market more reasons to choose you.

For example, the Location Extension lets users view your shop front address and hours of operation on your Ads. This can be particularly useful if your goal is to attract more foot traffic to your shop. There’s also the Price Extension, which shows the price of your goods/services directly on your ads. 

3. Set the correct geolocation settings

Google Ads’ geolocation settings are amongst the platform’s coolest features. However, not many marketers and businesses use them effectively. Some don’t even use them at all!

What makes the geolocation settings handy and impressive is that they allow you to display your ads only in certain locations or within a specific distance of your business. Not only do they help you reduce your expenses, but they also help boost the relevance of your ads, especially if you’re targeting a segment of your audience according to their address.

4. Target new keywords

To save money, most advertisers reduce their spending or lower their bids. However, there is a better alternative to these strategies if you want to run more cost-effective PPC campaigns. Instead of bidding lower than usual, what you can do is change the keywords that you are targeting.

We strongly advise identifying new keyword niches and long-tail keywords that you can go after to significantly improve your click-through rates (CTR). This, in turn, improves your quality score, which reduces your costs. Remember, longer tail keywords likely allow your ads to be more relevant to users searching for your products/services.

5. Optimise for mobile

Data compiled by Statista.com showed that mobile internet users account for more than 50% of the total global online traffic. As more and more people are accessing the internet through smartphones and tablets, it makes perfect sense that your PPC ads are also optimised for mobile devices.

Ensure that your device targeting settings are on your list of account optimisations. Also, don’t forget to check your bids. Mobile CPCs are becoming more expensive than before due to an increase in mobile traffic and competition. Therefore, carefully consider your mobile bidding strategy to ensure that you’re not losing money.

6. Avoid overly broad matches

Match types in online advertising, such as Google Ads, define the degree of alignment between the keywords you select and the user’s search query that triggers the display of your ads. Different match types include broad match, modified broad match, phrase match, and exact match. 

Overly broad keyword matches can put a huge dent in your PPC budget. To avoid wasting money, you should refine your match-type settings to ensure that your ads are not showing up for generic keyword searches. Also, keep in mind that there are keywords that are naturally more competitive and expensive than others, so check that you’re not wasting money by using them when you don’t have to.

7. Consider call-only campaigns

If the goal of your PPC campaign is to attract more phone calls, why don’t you consider doing away with your landing pages? Instead of sending users to a landing page after clicking your ads, you can just let them call your business directly from your ads. This way, you can streamline your conversion funnel and enjoy more cost-effective PPC campaigns.

Harnessing AI in Your PPC Campaigns

Incorporating artificial intelligence (AI) into your PPC campaigns holds the potential to transform your strategy and yield exceptional results. With AI-powered tools at your disposal, you can tap into data analysis, trend identification, and real-time optimisation. Here’s a step-by-step guide to seamlessly integrate AI into your campaigns, enhancing efficiency and maximising your ROI.

1. Choose the Right AI Tool

Start by selecting an AI tool that aligns with your campaign goals and platform of choice. Research reputable AI platforms that specialise in PPC optimization. Popular options include Google’s Smart Bidding, third-party AI software, and integrated marketing platforms, such as Swydo, Reporting Ninja or Report Garden.

2. Data Integration and Analysis

Integrate your PPC campaign data with the chosen AI tool. This typically involves connecting your advertising accounts and providing access to historical campaign data. The AI system will use this data to learn about your audience, keywords, bidding history, and performance metrics.

3. Define Objectives and Parameters

Clearly outline your campaign objectives and set parameters for the AI tool. This could include defining target cost per acquisition (CPA), return on ad spend (ROAS), or specific performance metrics. By setting clear goals, the AI system can tailor its optimisations to meet your desired outcomes.

4. Automated Bidding Strategies

Leverage AI-driven automated bidding strategies. These strategies use machine learning to adjust bids in real-time based on historical data and real-time signals. Choose from options like target CPA, target ROAS, or maximise conversions to optimise your budget allocation effectively.

5. Dynamic Ad Testing

Implement dynamic ad testing using AI tools. These tools can automatically test various ad variations, headlines, descriptions, and visuals to identify which combinations perform best. AI-driven testing ensures that your ads are continuously optimised for maximum engagement and conversion rates.

6. Audience Targeting Optimisation

Utilise AI-powered audience targeting optimisation. These tools analyse user behaviour, demographics, and browsing history to identify high-converting audience segments. The AI system then adjusts your targeting parameters to focus on these segments, increasing the chances of conversions.

7. Continuous Monitoring and Adjustment

Regularly monitor your AI-powered campaign’s performance. While AI can work autonomously, it’s essential to review the data and insights generated. Identify trends, anomalies, and opportunities for further optimisation. Adjust parameters, goals, or strategies as needed to fine-tune the AI’s performance.

8. Iterative Learning

The strength of AI lies in its ability to learn and adapt over time. As your AI tool accumulates more data and gains insights into your campaign’s performance, it becomes more accurate and effective. Regularly review AI-generated insights and apply them to future campaign decisions.

9. Stay Ahead of Competitors

By leveraging AI-driven insights, you position yourself ahead of the competition. AI allows you to make data-backed decisions, optimising your campaigns in ways that manual methods simply cannot achieve. Stay vigilant, embrace emerging AI technologies, and remain open to innovation in the dynamic landscape of online advertising.

Incorporating AI into your PPC campaigns is a strategic move that can elevate your advertising game. By following these step-by-step guidelines, you’ll unlock the power of AI-driven optimisation, leading to more precise ad placements, cost savings, and a competitive edge in the world of online advertising.

Conclusion

There’s nothing wrong with wanting to save money when running PPC ads. Believe it or not, even veteran marketers and highly experienced advertisers do it. Therefore, if you want to make your ads more effective and budget-friendly, be sure to follow the tips discussed above.

If you need help managing a cost-effective and successful Google Ads campaign, we’re more than happy to assist you. Contact us at Springhill Marketing today and get results that can help you achieve your business goals.

Running a successful Google Ads campaign can be time-consuming and challenging, especially for beginners. To help you achieve better results efficiently, we’ve compiled five nifty Google Ads shortcuts. These tips will save you time, improve campaign performance, and drive high-quality traffic to your website.

1. Leverage Smart Bidding strategies  

Google Ads offers advanced machine learning-driven Smart Bidding strategies. These strategies automatically optimise your bids to achieve your campaign goals, such as maximizing conversions, target return on ad spend (ROAS), or cost per acquisition (CPA). Utilising Smart Bidding ensures that your ads reach the right audience at the right time, leading to improved campaign performance.

2. Harness Responsive Search Ads (RSAs) 

With the rise of automation, Responsive Search Ads (RSAs) have become an invaluable tool. RSAs allow you to input multiple headlines and descriptions, and Google’s machine learning dynamically combines them to create highly personalised advert combinations for different users. By testing different ad variations, RSAs increase the likelihood of engaging potential customers with relevant and compelling ads.

3. Implement local extensions 

Local searches are more prevalent than ever. Enhance your ad’s relevance by adding Location Extensions to highlight your business’s physical proximity to users. This extension displays your address, phone number, and map location directly within the ad. Appearing in local search results can significantly boost click-through rates and lead to more foot traffic for your brick-and-mortar business.

4. Leverage audience targeting 

Audience targeting has evolved significantly in recent years. Use advanced audience segmentation features to reach specific user groups with tailored ads. Experiment with detailed demographics, custom intent audiences, and in-market audiences to connect with potential customers who are actively searching for products or services like yours.

2. Get rid of duplicate keywords with Google Ads Editor

Managing a small campaign is relatively easy since you only have to keep track of a small number of ads and keywords. As your business grows, however, keeping track of your campaign can become a challenge since you need to monitor multiple ad groups and keywords. You might also end up bidding on the same keywords, especially if you’ve hired someone who didn’t know your campaigns that well. 

Fortunately, Google Ads Editor offers a quick and simple way to remove duplicate keywords from your campaigns. Follow these steps to avoid bidding on the same keywords and wasting your budget:

• On Tools, click on Find Duplicate Keywords.
• Identify the location where you want the editor to search for duplicate keywords. You can instruct it to search your entire account or specific campaigns/ad groups.
• Next is to choose the criteria for your search. You can find the keywords by word order, match types, or location, amongst other options.
• Finally, click on the Find Duplicate Keywords button.

3. Utilise ad variations when conducting tests

All Google Ads experts agree that testing is an integral part of running a successful campaign. However, it can be tough to run tests, especially if you’re managing a significant number of ads. Fortunately, you can simplify the process of creating and testing ads by using the Ad Variation feature, which you can find in the Drafts and Experiments section.

Using Ad Variation, you can determine which ads will get variations. You also have the option to change 50% of your ads so you can do a 50/50 split test of your audience. 

4. Make the most of Google Ads Scripts

Reporting and analysis is also an essential aspect of running a successful Google Ads campaign. However, similar to testing, it can be time-consuming. If you want to spend less time making reports and more time on the actual running of your campaign, you should take advantage of Scripts. These Google Ads shortcuts are snippets of code that allow you to create customised reports or edits on autopilot.

Scripts enable you to track just about anything, including your ads’ quality score, keyword performance, and spending, amongst many others. While there are scripts that are readily available on Google Ads, you can also make your own. However, creating your own scripts is a complicated process. As such, we urge you to speak to us at Springhill Marketing and seek expert help. 

5. Take advantage of Dynamic Search Ads

If you’re offering a wide range of products or services and have lots of landing pages, using dynamic search ads (DSAs) can help. With DSAs, you can target prospects based on their search intent instead of creating ads for every product/service you have. You can also make your ads more relevant since you’re sending them to the right people. More importantly, DSAs allow you to obtain more traffic and leads as they supplement and help strengthen your keyword-based ads. 

Save time and effort when running Google Ads 

Google Ads is an excellent platform for driving quality traffic and leads to your site. It also has numerous features and shortcuts that let you manage your campaign with ease. As such, make sure to follow the tips discussed above so you can save time and effort when managing your campaigns.

For all its features and usability, Google Ads can be tough to handle, particularly if you’re a complete beginner. Fortunately, we can help. Having worked with numerous businesses throughout the years, we at Springhill Marketing have developed an expert knowledge of Google Ads. We can manage your campaigns for you so you can focus on what matters most: running your business. Speak with us today, and let’s discuss how we can assist you.

When running a Google Ads campaign, your landing page remains one of the most critical elements that you need to pay close attention to. With the ever-changing digital landscape, it’s crucial to keep up with the latest trends and best practices to ensure optimal results for your ad campaigns. 

Here are seven Google Ads landing page mistakes to avoid, taking into account current trends.

 1. Inconsistent messaging between ads and landing pages 

Aligning your ad copy with your landing page content is more critical than ever. Users have become increasingly discerning, and any disconnect between your ad promises and the landing page can lead to higher bounce rates and wasted ad spending. Ensure that your messaging is consistent, and consider using dynamic keyword insertion to tailor the ad text to the user’s search query.

 2. Requiring too much information 

In the current privacy-conscious era, long contact forms can be off-putting to users. Choose shorter, user-friendly forms that collect essential information upfront, such as name and email. Alternatively, you can offer them to reach out to you via email or phone call.  Emphasise the importance of data privacy and reassure users that their information will be managed securely.

3. Mobile-first and AMP landing pages

Mobile devices continue to dominate internet usage, so optimising your landing pages for mobile is no longer optional—it’s a must. Mobile-first design and Accelerated Mobile Pages (AMP) are essential. Ensure your landing pages load quickly and provide a seamless experience across all devices.

4. Compelling and personalised call to action (CTA) 

A strong CTA remains crucial, but personalisation is a game-changer. Leverage user data and behaviour to create personalised CTAs that resonate with different audience segments. Use language that addresses the user’s specific needs, preferences, and pain points to increase, increasing the likelihood of enquiries.

 5. Incorporating interactive elements and video content 

Interactive elements and video content have become staples of high-performing landing pages. Consider adding engaging elements like quizzes, calculators, or product configurators to create a dynamic user experience. Video content, especially short and impactful videos, can effectively convey your message, build trust, and encourage conversions.

 6. AI-driven optimisation and testing 

In today’s AI-driven world, manual A/B testing alone may not suffice. Embrace AI-powered optimisation tools, such as Smart Traffic. It analyses your visitors’ attributes and automatically routes them to a specific landing page that works best for their personality. You can also utilise machine learning to identify trends, user preferences, and areas for improvement.

By staying current with these trends and avoiding these landing page mistakes, your Google Ads campaign will be better positioned for success. Remember to continually monitor performance metrics, adapt to evolving user behaviours, and adjust your strategies accordingly to maintain a competitive edge in the ever-changing digital marketing landscape.

 7. Google Ad Quality Score and Landing Page Experience 

Google Ads’ Quality Score serves as a valuable diagnostic tool, providing insights into how effectively your ad quality compares to other advertisers. Ranging from 1 to 10, a higher Quality Score indicates greater relevance and usefulness of your ad and landing page to users searching for your keywords, positioning you ahead of competitors.

This score is calculated based on three vital components: Expected click-through rate (CTR), Ad relevance, and Landing page experience. Each of these elements is assessed as ‘Above average,’ ‘Average,’ or ‘Below average,’ benchmarked against other advertisers with the same keyword over the last 90 days. Should any component receive an ‘Average’ or ‘Below average’ status, it presents an opportunity for improvement. Increased performance against these metrics can lead to lower cost-per-clicks and improved budget efficiency for your campaigns, as Google wants to provide its users with the best possible advertisements at all times.

You can enhance your Landing page experience using the best practices. First, align your landing page content with users’ search intent; if they seek ‘flannel shirts,’ ensure your landing page showcases your flannel inventory. Maintain consistency between ad messaging and landing page content, following through on offers or calls to action. Even with limited control, experiment to discover the most useful existing pages.

Additionally, use conversion rate as a proxy for gauging landing page success, although it doesn’t directly affect the status. Prioritise mobile-friendliness, as it’s highly valued by most users. Test your landing page’s mobile performance using the mobile-friendly test to ensure seamless experiences for all users. Lastly, optimise your website’s loading speed, recognizing that a swift loading time can be the deciding factor between a bounce and a purchase.

Start Making Killer Google Ads Landing Pages

There is more to running a Google Ads campaign than simply creating compelling ad content. You also need to pay close attention to your landing pages to ensure that you’re converting those clicks into sales or leads successfully. As such, consider the pointers discussed above so you can boost the performance of your landing pages.

If you need help optimising your Google Ads landing pages, we’re happy to lend you our expertise. Contact us at Springhill Marketing today, and our team of Google Ads experts will offer you the assistance you need to obtain the results you’re expecting.

Even if you offer your customers the best product or service in the world, it won’t do you any good if you don’t take a proactive approach to promoting your Northampton business. This is why many local companies, both big and small, make an effort to build brand awareness to attract potential customers and ensure their growth and success.

Besides search engine optimisation and social media marketing, using Google Ads is one of the most popular and effective ways to reach your target market. As a small or medium-sized business owner, you’re probably hesitant to give this strategy a try because it might be the first time you’ve heard of it. However, we can assure you that it can give you better, quicker results than more traditional methods of advertising your business.

How Advertising on Google Can Benefit Your Business

Having helped dozens of businesses in and outside of Northampton, we at Springhill Marketing have witnessed firsthand how the search giant’s marketing platform has helped many local companies achieve their business goals. If you’re keen on generating more profits and growing your business, here’s why you should advertise on Google.

 1. Capture a Global and Local Audience

Google serves 8.5 billion daily searches worldwide. This impressive global reach presents a golden opportunity for your Northampton-based business to connect with a vast audience actively seeking the solutions your products or services offer. Google’s expansive platform allows you to strategically position your brand in front of potential customers, when they need it the most, giving you a distinct competitive advantage.

Moreover, Google’s location targeting capabilities also extend to the local scene, allowing your business to reach out to the community right at your doorstep. As local consumers turn to Google to discover nearby products and services, embracing this technology empowers you to tap into the very heart of Northampton. Optimise your ads for local visibility to help you forge meaningful connections with potential customers, thereby fostering brand loyalty and driving sustained growth within your community. 

2. Harness Advanced Targeting 

Google Ads provides marketers with an array of advanced targeting options to refine their campaigns. From broad keywords for top-of-funnel prospects to long-tail keywords for highly targeted audiences who are ready to convert, Google Ads lets you tailor your ad strategy to match user intent at different stages of the buyer’s journey.

3. Leverage User Intent 

Unlike other advertising platforms, Google Ads enables you to capitalise on user intent. When users search on Google, they have specific queries and intentions in mind. By promoting your business on Google, your ads are more likely to resonate with users actively seeking information about products or services like yours, resulting in higher-quality leads.

4. Cost-Effectiveness and Control 

Google Ads allows you full control over your campaign budget, making it a cost-effective choice for businesses of all sizes. You can start with a modest budget and still achieve significant results by implementing the right strategies, optimising your ads, and bidding on relevant keywords. The flexibility to adjust spending on successful ads and decrease spending on underperforming ones ensures optimal budget allocation for maximum returns.

5. Maximise ROI with Bidding Strategies 

With various bidding strategies available, you can tailor your Google Ads campaign to align with your specific goals. Whether it’s driving traffic to your website with cost-per-click (CPC) bidding or increasing conversions through cost-per-acquisition (CPA) bidding, you can optimise your return on investment with Google Ads.

Leveraging AI-Powered Google Ads for Enhanced Performance

One of the most exciting trends in the digital advertising world is the integration of Artificial Intelligence (AI). The use of AI has revolutionised digital advertising strategies, offering enhanced performance and efficiency like never before. Here’s how AI is transforming Google Ads and why you should consider harnessing its power for your Northampton business:

1. Smart Bidding Strategies 

AI-powered Smart Bidding has taken budget management to the next level. With advanced machine learning algorithms, Google Ads can automatically optimise your bids in real-time to achieve your campaign objectives, such as maximising conversions or ROAS. AI continuously analyses user behaviour, device, location, and other factors to make data-driven bid decisions, leading to improved ad performance and cost-effectiveness.

2. Audience Targeting and Personalisation 

AI-driven audience targeting allows you to deliver personalised ads to specific user segments based on their interests, behaviour, and demographics. Through powerful AI algorithms, Google Ads can identify potential customers who are most likely to convert and deliver tailored messages that resonate with their needs and preferences. This level of personalisation enhances the user experience and increases the likelihood of conversion.

3. Responsive Search Ads (RSAs) 

AI-powered RSAs dynamically combine different ad components, such as headlines and descriptions, to create highly relevant and engaging ad variations for different users. Google’s AI algorithms experiment with various combinations to identify the most effective ad for each individual, maximising the chances of driving clicks and conversions.

4. Predictive Keyword Targeting 

AI helps predict which keywords are most likely to drive conversions and leads. By leveraging AI for keyword research, you can discover new keyword opportunities and optimise your bidding strategies accordingly.

Grow Your Business with Google Ads 

As Google Ads continues to evolve, it remains a powerful marketing tool for businesses seeking to grow and reach their target audience effectively. However, navigating the complexities of Google Ads can be challenging, especially for beginners. To make the most of this advertising platform, consider seeking expert assistance from professionals who can design and manage a tailored campaign for your business needs and budget.

At Springhill Marketing, our team of highly experienced Google Ads experts can help you maximise the opportunities that Google Ads offers. Contact us today to start driving meaningful results and achieving your business objectives with this dynamic advertising platform. Let us handle your Google Ads, while you focus on growing your Northampton business to new heights.