One of the best ways to put your business in front of the right audience is Google ads. And when your ads appear for specific, high-intent searches that your prospects are performing, you tend to get high returns. In this article, you will learn 7 guaranteed strategies to save money in Google ads.
Spoiler alert – everyone is using Google ads. And because the platform runs as an auction, it’s usually very expensive because of its competitive nature.
But what if I tell you that there’s a way you can pay less and get high returns from your Google advertising campaign?
In the next few minutes, you will discover 7 strategies to save money in Google ads.
#1. Use Location Targeting
One of the best strategies to save money in Google ads is location targeting. Ordinarily, the location targeting of your campaign account is always defaults to the country you are in.
But there are instances when it defaults to “All locations.” What this means is that you are targeting an audience from all over the world.
It doesn’t make any financial sense to advertise your business to an audience you cannot service. It’s a complete waste of money.
So, always customize your location targeting and set it to the best location. Remove those that will be a complete waste of budget.
I know many advertisers love the idea of zip codes. But the truth is advertising platforms find it difficult to determine these zip codes.
So, it’s better to use city or neighborhood targeting instead of zip code targeting. This will give you a better reach.
Furthermore, set your advanced targeting settings to “only those in my area”. Even though this may not have a massive impact on the campaign, it will help you save a few bucks.
#2. Bid on Higher Intent Keywords
Bidding on higher intent keywords is one of the best strategies to save money in Google ads. The mistake most advertisers make is that they target broad keywords. And this will often make them spend more without getting the desired results.
For instance, if you have a shoe brand and want to use Google ads to promote it, you need to bid for higher intent keywords in the shoe niche.
By higher intent keywords, I mean you should specify the types of shoes you are selling. Are you selling men’s shoes, women’s shoes, shoes for women, golf shoes, etc…
Of course, higher intent keywords may not have much search volume like the broad keywords. But they will get you more sales. After all, your priority shouldn’t be search volume but sales.
#3. Use only Phrase and Exact Match Keywords
When launching a campaign on Google, try to use phrases and exact keywords match. I know that keyword match types are getting less specific these days.
But it’s important to focus on phrases and exact keywords. The more specific the keywords you are targeting, the higher the chances of your ad coming up on Search Engine Result Pages.
#4. Use all the Ad Extensions
I noticed that most advertisers don’t use ad extensions. And it’s one of the strategies to save money in Google advertising.
A good ad extension can help your campaign stand out. You can use several extensions; just check the one that you think will make your ads stand out.
Once you are in the Google ads interface, click on Ads on the left navigation and ad extensions.
Once you are on the ad extension page, click the blue plus button to add any of the extension types listed.
Having so many extensions gives you a better chance of capturing your user’s attention on the Search Engine Result Page (SERP) and standing out from the competition.
Read Also: Google SEO 2022: SEO Guide for Beginners
#5. Use Action Insights For Your Messaging
Always bear something in mind – not every search will yield ads with lots of extensions included.
Once you find yourself in this situation, you can use Google ad copy and message to stand out from your competitors.
But you have to identify your competitors first. You can use the Auction Insights report on your campaign to identify other companies showing up next to your ads.
From the report, you will know who your competitors are and how you can do things differently.
#6. Have Quality Landing Pages
The quality of your landing page is important to the success of your campaign. in fact, having a quality landing page is one of the strategies to save money in Google ads.
The higher the quality of your landing pages, the higher your quality scores. And this will lead to a lower cost per click.
Unlike in the past, it’s easier to design a landing page these days. You don’t need to be a coder or developer to build a landing page.
Platforms like Unbounce and Instapage make it possible for every Tom, Dick, and Harry to create a landing page.
But to build a high converting landing page, you need to consider the following;
- Always have a clear call to action that you can track through conversion tracking.
- Ensure that the content on your landing page puts your product or service in a good light and convinces the users to work with you.
- Ensure that the page loads quickly both on desktop and mobile devices.
#7. Be Strategic With Conversion Goals
When launching your campaign on Google, you need to be strategic with your conversion goals.
For instance, if you ask your potential customers to buy something, you can offer email signup for your newsletter to hear about sales and promos.
Furthermore, if you ask for someone’s information to put together a custom quote, you can create an easy calculator to help them develop an estimate independently.
So, decide on your conversion goals and try to be strategic about them.
