Are you spending too much on your SEM? Top 5 Quick Money Saving Tips

By Laura Kimball | Search Engine Marketing

Oct 11

Search Engine Marketing is of course a very complex topic and this is no way intended to be an all inclusive list but a quick and dirty reminder of a few things that can save you money. Once upon a time you may have had all your Paid Search campaigns perfectly organized. However, life has a way of sneaking in and mucking things up. Perhaps you took a much needed vacation or got busy with other projects and now you may be missing a few things. These may seem like no brainers but trust me it does not take long for even the best thought out campaigns to get misaligned. So here are a few tips to get your campaigns back on track and save you money.

  1. Dynamic Keyword Insertion – You may have had high hopes of creating perfect ads for every keyword combination but this might get you in the end. As campaigns grow over time and gain complexity it is extremely difficult to maintain this strategy long term. Simply utilize the {Keyword: default} to ensure your keywords are relevant to your ads. This will save you a ton of time and save you money in the long run as you improve your quality score.
  2. Leverage Match Types – As you begin a campaign it is not uncommon to use Broad match type as a starting point, but as information becomes available it is much better to switch to a more specific match type which could come with a lower CPC. This one requires some investigation as it is not always true and does require that you create each keyword combination to cover more possibilities.
  3. Multiple Ads – This may sound very silly but you would be surprised at how many times I find campaigns that have only one ad copy running in the ad group. First and foremost any marketing strategy should include a plan to test performance. Only having one ad copy does not allow you to test anything. Even after you prove an ad a plan to continually test new content is essential to increasing performance.
  4. Sitelinks – Take advantage of the sitelink ad extension offered by Google AdWords. This gives you an opportunity to gain the users trust by showing that you offer more information about yourself. Perhaps you have additional offers such as schedule a demo, catalog, testimonials, or social links. It’s there so you should use it to your advantage.
  5. Geo Targeting – Trying to offer your product or service to the world is great however it may be costing you unnecessary clicks. Local search makes up a great deal of search activity and can be less expensive. Evaluate your conversions to see where they are coming from and create a more specific location based approach excluding areas that are performing poorly.

Best of luck in your marketing endeavors! Feel free to let us know what’s working for you.


About the Author

Laura Kimball is the CEO of Click Measure Media. She combines internet marketing with software development expertise to deliver PPC automation tools designed to save ad buyers time and money managing their campaigns. Follow on Twitter, Google+ or LinkedIn