Tips to Market on a Budget with Google AdWords
Stay focused in your campaigns:
The key to advertising with a small budget is to narrow your campaigns and be as targeted as possible. Targeted campaigns will limit views so smaller online audiences will see your ads and eventually make purchases. However, ads will be shown to those who are most likely to convert from prospects to actual customers, providing the highest sales at the lowest cost. You can target geographies and demographics. You can also look at website traffic reports to determine any specific days of the week and times of the day that are sweet spots, as well as any that fail to deliver. Running ads in and around your business hours is a good way to control costs and focus budgets.
Select the right keywords:
In the AdWords paid search advertising model, you can bid on priority keywords that address your industry, business or products and services. Searches on these keywords trigger your sponsored ads to appear in the search engine results pages (SERPs). Instead of going for broad match keywords, you should go for matching options like: 1) "exact match", 2) "broad match modifier" where keywords appear in users' searches exactly or as close variants, 3) "phrase match" where your ads will show for searches that include exact phrases and possibly include other words and 4) "negative matches" that ensure your ads don't show for any search that includes those terms. You can try to target long-tail keywords instead of generic head terms, which are keyword phrases that are more specific and targeted. Refer to the keyword tool to find ideas and estimate traffic for existing and new keywords.