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Google PPC Management
Google PPC Management for Small Businesses: Budget-Friendly Tactics

Google PPC management is a service that helps small businesses run effective campaigns in Google Ads. This helps to drive targeted traffic that is relevant to your business especially if you have a limited budget.

The great thing is there are several budget-friendly tactics that will help you make the most of your PPC campaigns.

In this article we’ll explore tactics that help small businesses achieve great results without breaking the bank.

1. Set clear campaign goals

Before diving into PPC advertising, make sure you define clear campaign goals. This helps to focus your efforts and allocate your budgets more effectively across your account.

Whether you aim to generate leads or sales, increase website visitors, or raise brand awareness, having a specific goal will help you as you carry out your Google PPC management. And this will focus your advertising spend in the right way.

So, you can track your progress and adjust ads and campaigns according to the results and within your budget limits.

2. Conduct thorough keyword research

One of the most important budget-friendly Google PPC management tactics involves keywords that you bid on. So, you need to carry out keyword research to find the right ones and target your audiences while maximizing your budget.

There are many keyword tools that will help you with this, and one of them is the Keyword Planner tool in your Google Ads account. It’s a free tool and it has some good features for research and forecasting.

A good place to start with keywords is to select long tail keywords. These are often less competitive and have lower costs per click and high conversion rates. So, they will cost you less and will bring in many conversions. And they usually have three or more words in them.

3. Optimize ad copy and quality score

Creating great ad copy helps to drive targeted clicks and conversions to your website. So, you should focus on writing compelling, relevant and engaging content that clearly demonstrates your unique selling point.

Also, updating quality scores helps to drive targeted traffic that costs less and increases sales or leads for your business. Quality Score is a key metric that shows how your keywords are set to perform in the ad auction results. And it’s calculated for each keyword, and assigned a score between 1 and 10, for all eligible keywords.

This will help to reduce costs because of a lower average cost per click (CPC) rate and will improve your ad positioning.

4. Use ad-scheduling and geo-targeting

The ad scheduling and geo-targeting features in your account allow you to select the days and hours to run your ads and in which locations. So, this allows you to schedule your ads when you’re likely to get the best return from them, and not when you’re likely to underperform. And you can reach people in the most relevant locations.

But you should first target all days and hours when you first launch your campaign. This will allow you to see when the best times are and then you can update the feature to target the times that bring you good results.

By scheduling your ads to display during these high-impact periods and targeting specific locations, you can maximize your budget by focusing your ads on the most relevant and profitable segments.

5. Implement ad associations

Part of your Google PPC management should include regularly updating your ad associations. Ad associations provide additional information about your business and appear below the main part of the ad. These were formerly known as ad extensions.

They make your ads more compelling and help to increase click through rates, clicks and conversions. And overall, they enhance the quality of your ads.

There are at least 8 ad associations and these include site links, callouts, structured snippets and so on. They enhance your ad visibility and are cost-effective as they do not incur additional charges beyond regular clicks.

6. Monitor and optimize campaign performance

Regular monitoring and optimizing of ads should be a part of your Google PPC management efforts. This ensures that you are making the most of the best performing parts of your campaigns and eliminating anything that is not performing well. And this helps to optimize your budget so you don’t waste any of it.

Your work should focus on blocking irrelevant searches, updating bid strategies, adding new ads, identifying relevant keywords, launching ad groups and much more.

And you’ll analyze your key metrics such as click-through rates (CTR), conversion rates, cost per click (CPC), return on ad spend (ROAS), to identify areas for improvement.

7. Leverage remarketing

Remarketing is a feature in Google Ads that allows you to retarget your past website visitors. These could be visitors who’ve visited and did not purchase, or who visited a specific page or shown interest in a category and so on. So, you can retarget anyone who has visited your website to bring them back.

To get started with remarketing, you need to segment your visitors into audiences and then serve them tailored ads as they visit other websites in the Google networks.

The benefit here is that remarketing campaigns often have a higher ROI as they allow you to target an audience that is already familiar with your business. And the cost is generally lower compared to other PPC campaign types.

8. Seek Google PPC management expert

To get the best performance from your Google Ads account, you should consider hiring a Google PPC management expert. While it can be cost-effective in the short term to manage your campaigns in-house, it’s a lot more beneficial especially in the long run to hire a PPC expert.

This is important if you have limited experience or are in a competitive industry that requires high PPC expertise.

The fee to hire a Google Ads specialist for management depends on several factors. I’ve written a complete guide on fees to hire a Google specialist that you can read and know what to expect.


So, these are the budget-friendly tactics that help small businesses with Google PPC management.

Contact me to find out how I can help with Google Ads management.

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    Hi, Mike Ncube is a leading digital marketing consultant who blogs about the best and latest digital insights. He writes about topics such as Google Ads, digital strategy, LinkedIn Ads, Email, SEO, Google Analytics and more. Reach out to him if you have any questions and subscribe to his blog to start learning.

Hi, Mike Ncube is a leading digital marketing consultant who blogs about the best and latest digital insights. He writes about topics such as Google Ads, digital strategy, LinkedIn Ads, Email, SEO, Google Analytics and more. Reach out to him if you have any questions and subscribe to his blog to start learning.

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