Many small businesses complain to me that Adwords is simply too expensive now, that the larger companies are dominating the high volume keywords and leaving the rest to fight for costly scraps. As someone who has spent a decade using Adwords on a daily basis, I can attest to this – the costs have certainly gone up. But that isn’t to say that your small business will lose money with Adwords. In fact, if you can get it right, you will find lower competition as your rivals abandon the platform because they are haemorrhaging money.
Here’s what you must do to cut the cost of Adwords. It’s all about cutting waste from your campaign:
1) Location settings
Make sure you are only targeting the areas that you deliver to or cover. If you don’t want your ads to show to people on the Isle of Wight (which they will if you leave ‘UK’ as your default targeting option), then you must exclude it in your location settings. Even better, use your Adwords data to see which areas are converting best for you, and concentrate your efforts there with specific location-based ad groups, keywords and ad text.
Another sneaky tip is to go into your advanced location settings and change your targeting options from ‘people in or viewing pages about your targeted location’ to ‘people in your targeted location (only)’. It’s very rare that you will want people in another country to be seeing your ‘UK’ targeted ads, so don’t let them.
2) Device settings
I always bang on about this one but so few businesses seem to take any notice. If your website is not mobile-optimised then do not show your ads on smartphones. Go into device settings and reduce mobile bids to zero – this is done by choosing ‘decrease by 100%’. Then get a cheap mobile version of your site done, because the conversion rates are excellent and the volume is steadily increasing.
3) Regain control of your campaigns from Google
If you have opted for Adwords Express or ‘standard features’ when you first created your Adwords campaigns, you’ve surrendered too much control of them. Get this back by creating your campaign with ‘all features’, and you will find that you have much more customisation options which will allow you to fine-tune your account settings and save money.
4) Expand your negative keyword list
If your first reaction is ‘what are negative keywords?’ then it’s no surprise you are struggling to make Adwords work. Negative keywords are the most important filter you have for your ads. Sell chainsaws but don’t want to show your ad for ‘texas chainsaw massacre’? you need ‘texas’ or ‘massacre’ as negative keywords. It’s a simple concept and really effective at cutting waste from your campaigns when used properly.
5) Download our Adwords guide
This guide is completely free and contains many more tricks – the secrets Google doesn’t want you to know about Adwords – use these methods and you will transform your Google Adwords campaigns overnight:
Save Money on Adwords
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