Most small to medium-sized business owners will understand the importance of keeping outgoings to a minimum in order to maximise overall profits. Although marketing is an essential expense, finding ways to cut costs whilst continuing to convert potential customers is what every business should strive for – not just in pay per click campaigns, but as part of a wider marketing strategy.

What are the best ways to save money on a pay per click campaign?

There are no simple cut-and-dry answers to this. How to best save money on your PPC campaign will vary dependent on your business model and industry. Even the savviest of business owners will admit that internal PPC management can be something of a dark art – which is why so many businesses (some rather reluctantly at first) end up outsourcing their online marketing to a pay per click agency.

It’s all about the negative keywords

Negative keywords and phrases are search terms you don’t want your adverts to appear for – and this is arguably the biggest mistake most companies make when dipping their toe into the unknown world of PPC marketing. On average, a campaign should contain thousands of negative keywords. AdWords allows for up to 10,000, and with good reason – so use them!

Test, test, and test again

There are a number of reasons you should routinely test new ads on any pay per click campaign, regardless of the platform. Firstly, continuous testing of new ads will allow you to quickly figure out what works – and what doesn’t. Secondly, refreshing your adverts will avoid the dreaded ‘ad fatigue’; if potential customers have seen your ad before, clicked and declined to make a purchase, chances are they won’t click again – unless your content is fresh and features a strong call to action such as a new offer or reduced price.

Just because you sell worldwide, it doesn’t mean you won’t have geographic hotspots

If you sell raincoats, it certainly wouldn’t make sense to target Southern Spain or North Africa. Likewise, if you sell Manchester United merchandise, targeting your adverts in and around Liverpool might not be particularly wise.

These may be two extreme examples, and in reality the reason your geographically underperforming areas aren’t doing so well might be much subtler (customer loyalty to a competitor based in the area, for example). However, the point is simple: analyse your underperforming areas, and if you can’t improve them, don’t be afraid to lose them in order to save money on your pay per click campaign.