• http://twitter.com/stepczynski Adrian Stepczynski

    Ad scheduling is really important, under utilized and it can obviously make a big difference. This is especially true for businesses who are more prone to convert via the phone. If no one is available to pick up the phone then it’s a good idea to reduce the CPC during that time through the ad scheduler. All the other tips are good too. Great post!

  • http://www.esocialmedia.com Jerry Nordstrom

    I agree with all of the optimization tips mentioned above, however I would step back and look at the limiting factor itself; a restrained budget.

    It is up to the agency or PPC manager to demonstrate a return on ad spend. If you can demonstrate this then there is a case that the budget should be increased.

    The conundrum I find myself in from time to time is in the initial deployment of a PPC campaign. The client is suspicious of PPC (been burned before) thus offers a small ad budget, this does not allow for enough traffic and resulting data to use for optimization purposes. With small data sets the optimization process happens over a longer period of time which can lull a client into thinking PPC is not profitable/working. With a larger budget (and an equally large tolerance for risk from the client) a PPC manager can deploy an all encompassing, well structured campaign that produces a high volume of useful data. A fast moving stream of data means an optimizer can analyze and optimize at a faster rate reaching profitability quicker.

    So how do I set up a campaign to convince a client that PPC will work?
    With small ad spend clients a PPC marketer needs to target end of the funnel terms, demonstrate ROAS and make their case for a larger budget. WE CAN SCALE! Further more you must make your case at the start of a project for a minimal ad spend that has the best chance to reach a minimal return. If you allow your client to set a budget that is too small in the first place neither of you will be successful.

    I’ll also add some of my favorite Optimization tips to the list that can be especially useful for the low budget client.

    Use the OP’s tips to target a smaller audience segment (Geo, Demo, Day Part)
    The client’s audience might be very device specific – Mobile locksmith = target smartphones!
    Use end of funnel phase match and exact match – refrain from broad match.
    Use Re-marketing to continuously target these customers
    Use publisher targeted lists only- Your niche client’s industry may have a handful of key industry related publishers – Target these first and leave the millions of others out.
    Be sure to review the client’s site for usability issues. Often if they don’t want to spend money it’s because their website has not performed in the past. Show them why.

  • http://twitter.com/JayneReddyhoff Jayne Reddyhoff

    All good tips for a small business running their own campaign on a limited budget. But I really, really hope an agency running a $400 a day budget does not need to be told these things!