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Small Budget Strategies for Google Ads

The main reason I like Google ads is that it allows small businesses to compete successfully and profitably with much larger companies in the same business niche.

I know this because it happened to me when I launched my first campaign.

At the time, I was launching our first business, a Consumer Electronics company, and because we were in that niche, we were up against some absolute titans in that industry. So, for example,,, Visions Electronics, and many others across Canada.

I used to joke that these companies’ daily coffee budgets would be much higher than our monthly marketing budget.

Despite this challenge and our much lower budget, we were able to create a successful Google ads campaign that allowed our business to become profitable and grow year after year.

So, in today’s blog, I’d like to share with you the “Top Three Small Budget Google Ad Strategies For Success.

If you have a limited budget, you must ensure that your budget is set high enough to ensure that you receive enough data and volume from your Google ads campaign.

This is significant because you must ensure that you are receiving a baseline level of data and volume (Baseline level of impressions and clicks).

This is significant because if you don’t have enough data flowing through, you won’t be able to view your data and make any additional optimisations.

Google must collect enough data to run baseline split tests and optimisations so that it can automatically begin filtering out the best traffic for your campaigns.

I know you’re wondering how much data you’ll require right now.
As a general rule, these are the metrics that you should strive for, with the absolute minimum goal of obtaining at least ten clicks per day.

Example Search campaign with a baseline click-through ratio of 5%, resulting in five clicks for every 100 impressions.

That means you need to get 200 impressions per day.

So, over the course of a month, you’d be looking at 300 clicks from 6000 impressions.

When you run performance, Max, the clicks to ratio drops to around 1% as an initial benchmark.

So, for those 300 clicks, you’d need 10,000 impressions per month, which would provide you with enough data to avoid getting stuck in an endless learning loop where you’re simply not seeing enough data.

If you only get one or two clicks per day, you won’t have enough data because by the end of the day, you’ll only have 50 or 60 clicks, and Google won’t have enough impressions because a good benchmark is that Google needs four search campaigns with at least 5000 impressions in a 30-day period.

If you use that old date, a simple way to set your daily budget is to find your cost per click for the first product or keyword you’ll be focusing on and multiply it by ten.

To find this, navigate to your tools and settings in Google Ads, then to your keyword planner, and finally to discover new keywords.

Assume you want to run a campaign for iPhone 12 cases. So we enter that.

You can also enter your website’s URL here.
Then you press the get results button.

So we can see a keyword for iPhone 12 cases from here.

The top of the page bid for the low range is visible.

Positions three and four are therefore $0.40, whereas the top of the page bid for a high range is $40.

Multiply this number by ten.
To get those ten clicks, you’d need a daily budget of at least $14.

That’s a really simple process and formula you can use to get your initial starting budget: do some keyword research.

Choose a single keyword to concentrate on.

So take an individual product or search term and multiply the average CPC by ten. So, in the example I showed you, the average CPC was $39, which we multiplied by ten to arrive at a daily starting budget of $14.

I’d like to give you free access to my Google Ads optimisation checklist, which will tell you exactly what optimise actions you should be performing and how frequently you should perform them.

So, whether they need to be done every 72 hours, every week, every month, or every 90 days, and if you want to get your free copy right now, simply follow the link description below.

That brings us to the second strategy you must employ.

If you only have a small budget for Google ads, you should start by focusing on one keyword theme, one product, or one service.

So, if you have three different services that you want to target, say, you are an electrician and you want to target air conditioning installations, general electrical maintenance, and small handyman jobs, you can do so.

When it comes to Google marketing, choose one of those things, such as air conditioning, and ignore the other services at first. (Pay attention to your best-selling, most profitable product or service.)

The reason you only focus on one product while also focusing on your most popular product is that it significantly increases your chances of success.

To begin, you should only focus on one product, service, or keyword theme because you already have a limited budget and don’t want to stretch it any further by attempting to target multiple products, keywords, or services.

Simply concentrate on one core product that you know will sell well.

Second, you want to concentrate on one of your most popular or best-selling services or products because you know it converts.

Back to the electrician example, let’s say you started with air conditioning services and then after a few months you got some more air conditioning jobs, bringing more money into your business.

You can then reinvest some of that revenue and return to market your general electrician jobs.

This strategy is all about focusing on your strengths first, increasing revenue, and then reinvesting that money into marketing your business with Google ads.

That brings us to the third and final strategy, which is to be extremely aggressive with your ad copy.

This is due to the fact that, with Google ads, you only pay when someone clicks on your ad.

With aggressive ad copy, it’s better for someone to see your ad and not click on it, because the worst-case scenario is that they see your ad and click on it. You are then charged for it. Click for them to visit your website and then leave after a few seconds because it isn’t exactly what they were looking for.

What you want to do here is include as much specific information as possible in your ad copy in order to filter out some of those clicks.

To begin, include a clear price in your headline.
So, let’s say you run a service and your prices start at $199.
Some of your competitors may be willing to offer that service for $149 or $99.

However, by putting your price right in the ad copy, you’ll be filtering out those people who are willing to pay $99 or $149 for a product or service that isn’t of the same quality.

A clear price market in your ad copy is an excellent way to help limit that spend.
Then, and this may seem counterintuitive, put in some clear limitations about your products, remembering that what you’re trying to do here is get that click for people who, you know, have a better chance of buying your product.

Remember that the first campaign we ran was for our own Consumer Electronics company? We were promoting our Home Installation Services in that campaign. So we made it very clear that our services are only available to Home Builders because we wanted to target that specific audience.

We didn’t want to attract families or groups of people travelling together.

As a result, we made it abundantly clear that our Install Services were primarily for home builders.
We also mentioned that they were excellent at installing quickly and professionally, with all necessary certifications.

This prevented us from receiving a large number of wasted clicks from people looking for family home installations.

Remember those three crucial strategies if you’re running Google ads and need to see success with a small budget.

Ensure that you have that baseline data running through your account.
Second, to begin, concentrate on just one product or service.
Finally, make sure you’re using aggressive ad copy to screen out people who have a low likelihood of purchasing your product or ordering a service.

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