If you’re not getting the results you want from your PPC campaigns, it might be because you’re wasting money on clicks that don’t convert to sales or leads.

You can do a few simple things to reduce wasted spending in your PPC account. The article below discusses four of eight tips on saving money today.

1. Make Sure You Have the Right Campaign Settings

It’s crucial to select the right campaign settings from the start – which is why this is the first point. Always double-check all the settings before you save your new campaign. As a general rule, disable the Display Network unless you have a specific reason not to.

When creating a new Google Ads campaign, your ads will default appear on both the search and display networks. So it’s crucial to remember to turn off the Display Network manually for each campaign. Although the display network can make your ads more visible, it can quickly deplete your budget.

You should only use the search network if you aren’t using the Display Network. If your business caters to a more local audience, you may be able to remove the location settings and target your ads to a smaller audience.

2. Eliminate Broad Keywords

Broad keywords are sometimes necessary when setting up a campaign—but they’re not recommended if you don’t want to waste money.

Broad keywords such as dog food or biting puppies are much more expensive than targeted keywords. Broad keywords are high-volume, low-competition keywords that are cheap for the advertiser because the searcher is really not looking for anything specific.

On the other hand, targeted keywords are highly relevant to your business and less costly for the advertiser. They should be the ones you focus on, assuming you’re going to set up a structured campaign.

3. Remove Keywords That Don’t Convert

The more specific your keywords, the higher your cost per click will be. But if those keywords are not converting, it’s a waste of money to continue bidding on them. One way to quickly tell which keywords aren’t converting is by running a keyword list report.

This report will show you which keywords are most expensive and whether they drive conversions. Review this report frequently to weed out phrases that aren’t producing traffic that converts.

4. Track Correctly and Efficiently

Google Ads provides many conversion options, so track those that make the most sense for your business.

For example, you can track conversions based on clicks, page views, page value, or any variations in-between. If you sell a high-end product, you might want to track which keywords send you a lot of traffic that results in expensive sales. But if you’re selling a $5 drill, you wouldn’t care much if a keyword brought you traffic that didn’t convert. In this case, you would track conversions based on the traffic each keyword brings you. 

By tracking your conversions correctly and efficiently, you can ensure that you’re spending your advertising dollars on keywords and campaigns that are relevant and that actually lead to conversions.

Conclusion

The display network can be a huge waste of money if you’re not careful. Taking the time to make these adjustments can ensure that your PPC campaign is doing what it’s supposed to and paying for itself.

If you found this article helpful, read on to the second half of this blog.

Discover My Business provides pay-per-click ads, web design, marketing automation, and video production services. We are a PPC agency in Chicago, helping companies and local businesses thrive with our all-in-one online advertising, sales, and marketing solution. Rest assured your digital marketing will be strong enough to withstand social media outages. Get in touch with us today and let us know how we can help!

Hope this helps. Please let us know if you have any other questions in this regard, we’ll be happy to assist further!

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