So, the good news is that Google Ads are effective.
You should expect significant returns when your company shows targeted, high-intent searches performed by your potential consumers.
The bad news is that everyone is using it and because the Google Ads network operates like an auction, the more firms who advertise on it, the more costly it may get.
The good news?
There are a lot of minor factors you may attend to locate lucrative consumers in the most cost-effective manner possible.
To accomplish so, you just need to be wiser than the typical bear.
That is why I am here.
In this article, I’ll teach you how to save money on Google Ads by doing the following:
Spending exclusively on the appropriate users
Differentiating yourself from the competition
Enhancing your landing pages
Spend just on the correct users.
The first step in lowering Google Ads expenditures is to ensure that we are not exceeding our budget.
That is, we are only spending our money on audiences who are most likely to convert.
1. Make use of location targeting.
When you create a new campaign in Google Ads, the location targeting almost usually defaults to the nation you’re in, but now and then, it will default to “All locations,” which means—you guessed it—the whole planet.
Google Ads provides extremely configurable geographical targeting options, allowing you to include the ideal places for you while excluding those that will be a waste of money.
Although many people like the notion of zip codes, they might be difficult for ad platforms to establish.
To achieve a little more reach, consider using city or neighborhood targeting instead of zip code targeting.
Additionally, ensure that your advanced targeting options are set to “Those in my region” rather than “Interested in my area.”
This may not have a huge influence, but no incremental gain should go un-won or something along those lines.
It makes no sense to promote to individuals you can’t serve or who aren’t lucrative for you.
2. Place bids on keywords with high(er) intent.
I frequently log onto new accounts when folks aren’t getting the results they desire and the keywords are far too wide.
(By wide, I don’t mean the sort of match.)
We’ll be there in a moment.)
Let’s take shoes as an example.
Good luck if your company is attempting to sell shoes to consumers.
But, in all seriousness, the shoe industry is highly congested, so making sure you’re advertising for the correct products is crucial.
Assume you own a specialty shoe store and you solely offer women’s golf shoes (interesting choice, but ok).
Here’s a list of terms that may theoretically qualify you, but aren’t as exact as they may be.
This is a much more qualified list.
You’ll gain search traffic and hits from folks who are seeking exactly what you sell for this.
These exact keywords will, of course, have significantly less search traffic than the larger list above, but we’re not in this for the number of search phrases.
We’re in it for the money.
If you have a restricted budget, concentrate on the products you sell and avoid high-volume keywords, which will increase your cost and likely result in fewer quality visitors.
3. Only use the phrase and exact match keywords.
Keyword match types have become less particular over the previous half-decade, but that doesn’t mean you shouldn’t strive to make the user queries you match as exact as possible.
For the sake of this essay, I recommend that you limit your efforts to Phrase and Exact match keywords.
Despite Google’s assertions that broad match is more successful these days, the higher quality, better-matched searches will come from employing more narrow match types.
This will assist you in limiting your coverage on lower-quality queries by untrained individuals, which wide match can dredge up and burn up your budget.
Stand out from the crowd.
When you’re attempting to save money on Google Ads, especially when competing against big businesses, it’s critical to stand out from the crowd.
There are a few easy ways to accomplish this.
4. Make use of all ad extensions
When I do a fast search for “small business CRM,” almost all of the advertising appear the same if you just glance at the text.
But which one jumps out and grabs your attention?
That is the monday.com advertisement with the picture extension.
The picture extension clearly distinguishes the monday.com ad from the competition.
There’s this small block of color in the middle of the page while all the other advertisements are simply text.
While this does not imply that those businesses aren’t employing image extensions, it does imply that, for whatever reason, monday.com has the attention edge in this search.
As a result, I strongly advise you to employ every iteration of ad extensions that you are eligible to use.
- snippet with structure
- Illustration (how to set up image extensions here)
- Form of lead
When you’re in the Google Ads interface, go to the left menu and select Ads, followed by Ad Extensions.
Once on that page, click the blue + button to add any of the listed extension types.
By using as many extensions as feasible, you increase your chances of capturing the user’s attention on the SERP and standing out from the competition.
5. Make use of Auction Insights for messaging.
Not every search will provide advertising with a plethora of extensions.
In such a case, you’ll be relying on your Google ad text and messaging to help you stand out from the crowd.
The first step is to determine who your competitors are.
If you already have campaigns running, you may utilize the Auction Insights report to see who else is showing up next to your advertising.
(As a side point, if you look at this list and say, “These aren’t my rivals,” you should probably re-examine your keyword list!)
Click Keywords on the left-hand navigation in the Google Ads interface, then pick Auction Insights at the bottom.
When you arrive, you’ll see a report similar to this.
It shows the firms that appear next to your advertising and then provides you with a variety of statistics to assist you to understand how you compare to their coverage.
Once you’ve determined who your competitors are, you can utilize competitive keyword research tools like iSpionage to see what they’re utilizing in their ad content and how you might differentiate yourself.
If you can’t access the program, the simplest approach to find out what people are using in their advertising is to just search for your keywords.
Pro tip: This proposal comes with a STRONG WARNING.
If you do this frequently and do not click on your advertisements or any others, Google will conclude that you are not in the market for your products.
That is, you will no longer see advertisements for yourself or others over time.
So, IF you do perform searches to get insights, I recommend doing so seldom and using new devices for each successive search to avoid Google from inferring patterns from your behavior.
Once you’ve figured out what your rivals are up to, whether through tools or SERP monitoring, make sure your advertising stands out.
If every ad utilizes the term (or anything similar to it) in Headline 1, you’re probably better off not doing it.
(Examples of Google Ads headlines are provided here!)
If every other firm is giving a discount, it can make sense for you to emphasize your higher level of quality while explaining why you don’t have a discount.
If your competitor’s published pricing is more than yours, mention your own and brag about being “cheaper than the other guy.”
The secret to ranking high in the SERPs is to stand out.
So, based on what you discover, ensure that you can create a fresh message and be the brand that sticks out.
Take extra precautions with your landing pages.
You’ve invested time and money creating Google Ads campaigns to drive traffic to your website, but take a long, honest look at your landing pages.
Would you consider converting them?
It doesn’t matter if you’re lying to me.
It’s simply causing you pain!
The way Google Ads works allows marketers with any budget to get a high ROI, making it one of the greatest digital advertising platforms available.
However, to appreciate it, you must first understand how to utilize it.
These seven ideas can assist you in saving money and making the most of your budget:
Reduce the number of locations you’re targeting.
Concentrate on terms with high(er) intent.
Only use a phrase and exact match keywords.
Make advantage of ad extensions!
Your messaging standout.
Make no compromises when it comes to landing pages.
Be smart when it comes to conversion targets.