How can a promotion account achieve the best delivery effect? Here are 8 tips

Have you ever encountered this situation?

You took over a search promotion account, and the CPC in the industry it belonged to was surprisingly high. You have made a detailed plan, and this plan will make your colleagues look at you with admiration, as if the landscape of this industry will be changed by you.

But soon, you are poured a bucket of cold water by reality: the budget is limited!

Having an unlimited budget is always the dream of every optimizer, but it takes time to build advertisers’ trust in you and make them believe that you can help them bring conversions . In fact, I just took over a lawyer client whose budget was $166 a day, which sounded good, but when I saw that the CPC in this industry was as high as $125, I started to panic.

What do you do when you, like me, take over an account with a budget that is only enough for one or two clicks? Maybe there will be a moment when you and your friends will feel very frustrated, but you will soon find that this is a good opportunity, it's time to let them see that when we go crazy, even we are afraid of ourselves.

Eight super powers will help you “turn the tide” in the battle for survival with a limited budget and lead your promotion account to “rise from the ashes”!

1. Use brand words

The best way is to place brand words, especially when your business is still in its early stages, non-brand words have a large number of clicks but you don’t have enough budget.

In fact, the CPC of brand words is usually very cheap, but these words are often targeted by competitors, and you certainly don’t want the traffic of brand words to be snatched away by competitors.

2. Try display ads

Display advertising is a great way to target consumers, but only if you learn how to use it well. Service-oriented advertisers in particular can set aside a portion of their budget to try to place ads on the display network, targeting only those cities where they can provide services.

Display ads can be in the form of traditional text ads, images, videos, and rich media. And sometimes the competition for display ads is not that fierce. A legal services client may spend $80-100 per click on search, but only $2-12 per click on display ads.

When choosing the advertising location and the timing method, you must make careful choices, and always keep an eye on which media are not suitable for promotion and eliminate them in time. As long as you work hard, you will definitely reap rewards.

3. Be sure to do remarketing

Remarketing involves targeting people who have already visited your website and shown some interest in your business.

Once these people arrive at your page, don't let their enthusiasm slip away. Redirecting on the display network can help you get better results at a very low cost.

4. Grasp the advertising display time

When budgets are tight, you have to strictly control the time your ads are displayed. If most of your traffic comes from between 8am and 6pm, it might be best to pause your ad campaign after that time, or consider lowering your bid by 50%.

5. Consider a shared budget

Sharing a budget means allocating the entire budget to multiple activities to give all activities the opportunity to be displayed. We rarely use this strategy, but it can be an interesting option when you want to stretch your budget.

The mechanism of shared budget is as follows:

Let's say you set a budget of $100 per day, divided evenly among 2 campaigns. On a certain day, one of the campaigns received fewer impressions and clicks than usual and only spent $40. In the shared budget mechanism, the $10 not spent on this campaign would be reallocated to another campaign to improve the overall advertising effectiveness of the two campaigns.

6. Negatives, Negatives, Negatives

It is common to use negative keywords to control budget after the ad is launched. Try adding a part of the negative keyword list, then pay attention to your search term report, and then quickly update the negative words. The effect will be immediate.

7. Geographical restrictions

Like the clients in the legal industry that I mentioned earlier, they only need to acquire local users, and the geographical restrictions are to the area where the business is located. So the best way to save budget is to limit the area.

8. Try to evaluate the advertising format of incoming calls

Call-only ads are displayed in mobile search results. Of course, they also require a mobile device that can make calls, with user calls being the assessment target. This form of advertising is a very important advertising strategy for the service industry.

With this type of advertising, even if you are saving budget, don’t worry about bidding for the first place. Moreover, there are ad spots available in the first few results of mobile searches, and you can also choose the more cost-effective second or third spot and still get conversions.

With an in-depth understanding of the product features of the media and a little bit of innovation, you can maximize the budget benefits and help advertisers achieve business success. From then on, you can reach the peak of your life, master PPC, and gain a reputation in the industry.