Online Advertising is an affordable way to get your message to a large audience on a small budget. Whether you choose Google Ads, Microsoft Advertising, or the Meta Ads Platform, you will find similar options and structures, making moving between platforms easy. The best part is that you don’t have to spend a fortune. You do, however, need to spend some time and effort for your Targeting and Content to work together seamlessly! Here are some tips to help you get the most out of your Online Advertising Campaigns.
1. Use an Intuitive Campaign Structure
When setting up your Online Ads Campaign, be sure to separate your Ad Groups into tightly themed clusters. Each Ad Group should include at least 3 Ads that reflect the Ad Group theme.
Take a look at the image of an Online Ad Campaign Structure. Using this as a guide, you will be able to design your ideal Ad Campaign. There is no requirement to keep the number of Ad Groups and/or Ads to 3; these are best practices, though, so do your best to stay close to these numbers.
2. Use Targeting
One way to maximize a small Ad budget is by creating Targeted Campaigns that focus on specific keywords or phrases. You can use Ad Groups to target specific products, services, or types of customers and use different Ads for each Group. Take a look at the 2 examples below to understand how the above structure would work with 2 different types of targeting.
Additionally, you can use Advanced Bid Adjustments to ensure your Ads reach the right audience at the right price. Increasing the amount you bid for specific Ads will increase views to those Ads. Finally, consider using Ad Scheduling to target your Ads so they run when your Audience is most active online.
3. Optimize Ads
Another way to use Online Ads on a small budget is by optimizing your Campaigns on a regular basis. This means reviewing your Campaign performance and making changes to improve results. Reviewing every few days is great; making changes every 2 weeks or so is also helpful. Although some sources say you should give all changes 30 days to work, great results can be seen using the 2-week change schedule, as well. You can also use A/B split testing to try out different ad copy and see which performs better, optimizing Ads based on results.
4. Optimize Keywords
Adding keywords is another way to use Online Ads on a small budget. Keywords are the terms or phrases that people type into the Search Engine to find what they’re looking for. When you add keywords to your Ads Campaign, you’re telling the Ad Platform which terms you want your ad to show up for. This helps ensure that your Ads reach the right audience and that you’re not wasting money on clicks from people who aren’t interested in what you’re selling. Try to use keywords that are specific and relevant to what you’re selling.
Google Ads includes a Keyword Planner to assist with Keyword Ideas as well as Search Volume and Forecasts. You do NOT need to run Google Ads for access to this wonderful resource. Just log in with your Google email address and create a Google Ads account if you don’t already have one (you may need to bypass the Ad Campaign setup if you are new to their system). Next, click on Tools and Settings and Keyword Planner. See the image below:
Once you’ve added your keywords, be sure to track their performance so you can make changes as needed. If a keyword isn’t performing well, you can remove it from your Campaign.
Additionally, you can use a Negative Keywords list to help filter out irrelevant traffic and save money on your Campaigns. By adding keywords to this list, you can ensure that your Ads are only shown to people who are actually interested in what you’re selling. This can help improve your click-through rate and save you money in the long run.
5. Take full advantage of Online Ads Features
Finally, be sure to take advantage of all the features your Online Ads platform has to offer, such as Location Targeting and Demographic Targeting. By targeting your Ads specifically to your Target Audience, you can improve your results and get the most out of your Online Ads Campaigns. Using the Ads Extensions feature will allow you to add additional information to your Ads in the form of call buttons, lead forms, pricing, and promotions. The image below shows the Anatomy of an Online Ad, and includes the Ad Extension placement:
By following these tips, you can make the most of your Online Ads Campaigns and get the most bang for your buck. Remember to always test different strategies and be willing to adjust your approach as needed to get the best results possible.
If you need help getting started, I’d be happy to lend a hand. If you’re feeling overwhelmed, why not let me take the reins until you’ve got the hang of it? I’ve got over 7 years of experience in Online Advertising with proven methods that can get you results. Contact me today!