How to Avoid Wasted PPC Spend in 3 Easy Ways

We live in crazy times right now. Perhaps there were times when you have had to pull back spending drastically. Or if your business is thriving, then you have a couple of priorities set in place. Chief of which is knowing how to avoid wasted PPC spend.

Nevertheless, learning how to avoid wasted PPC spend should be a priority for everyone. And in this article, we’ll walk through 3 easy ways that an expert digital marketing agency like us does to learn how to avoid wasted PPC spend.

3 Ways on How to Avoid Wasted PPC Spend

Image Credit: Wordstream

There are factors that affect ad spend pacing, and there’s ways on how to avoid wasted PPC spend.

A typical small business can waste 25% or more of their total paid search spend. Evidently, it’s a big problem, however tackling wasted spend in Google Ads can be a bit of a challenge for account managers. 

So before you turn your eyes to the latest PPC trends or the shiniest and newest tools, figure out how to avoid wasted PPC spend first.

Together, let’s head back to the basics and focus on the core components of your campaign. Most of the time, by simply tweaking your settings or adjusting your structure, you can fix a lot of big account leakages.

Here are 3 ways to avoid that wasted ad spend.

#1 Taking out keywords that don’t convert

One easy way to win and never waste PPC spend is to take out all the keywords that are spending but aren’t converting. You can check and look at the past 60-90 day date range and apply filters for keywords that haven’t converted yet. 

You can remove them from your account and cut down some of the spend that isn’t producing any conversion actions.

#2 Checking the DDNT

DDNT, according to Emma Smith, stands for Device, Demographic, Network, and Time. All four of them are settings that you can check either on an account level or at campaign level. 

They’re pretty easy to miss, but they can impact your account a lot. You can try placing bid modifiers on all of these settings, so that you either increase or limit spend wherever you’re seeing the most traffic.

For instance, if you’re seeing that a lot of conversions come from males in the age range of 30-50 years old, you can put a positive bid modifier on males and on the 30-50 age range. That way, Google will know to show people who fit that criteria.

Ergo, you avoid spending money showing ads to people who are less likely to convert.

#3 Setting up automatic scripts

And of course, another way of eliminating unnecessary spending is to set up automatic scripts in your accounts. Scripts are a good way to make sure things aren’t being missed. They may seem small, but they will add up. 

You can use scripts for negative keyword conflicts, errors with landing pages, disapproved ads, etc. It’s a good way to keep an eye on some of the smaller issues without manually having to go in and perform an audit. The best PPC providers do that.

3 Factors to Consider When Writing Ad Copy

When you first start doing online advertising, you would be under the presumption that ad copy is absolutely everything. But after ad copy adjustments, you see no improvement. So here are factors to consider when writing ad copy. 

Of course, not to say that ad copy is completely irrelevant. But what can one think when they find that ad copy adjustments don’t change much?

Some Factors to Consider When Writing Ad Copy

After all that, you may think that ad copy is simply filler, and that it doesn’t matter as much as people make a huge fuss about it. But there have been tests that proved ad copies can make a big difference. What did not make a difference for one brand can make a difference for another.

So let’s take a look at three factors to consider when writing ad copy, so you’re on your way to making it effective.

#1 The intended market and their needs and wants

You should be asking yourself the question of who is the person that you’re talking to, and what do they care about?

Because depending on the product you sell and the service you offer, your customers will likely share a lot of similar traits. And each one of those traits have the potential to make a difference when you’re writing your ad copy.

Traits can be something as simple as gender or a job position. What you’re trying to do here is to consider which concerns, habits, struggles, or mindsets are hidden behind those traits. After you’ve figured out what’s behind those traits, you can leverage it in correlation with the product or service that you sell.

#2 Customer’s place in the funnel

At which stage of the funnel is your prospective customer reading the ad at? If someone doesn’t know enough about your brand, it would be really difficult to drive that first purchase with ad copy that mainly calls the user to buy. If someone already has knowledge about the product, or is already looking at buying at the moment, then pushing introductory ads won’t help either.

Marc Enokou of PPC Hero did a great job testing two different types of language with their prospecting audiences. And here’s what he had to say:

“For one brand, we tested two different types of language with prospecting audiences. We had 3 unique ads that were highlighting discounts customers get for their first purchase such as 20% off or free shipping, and a single ad telling a story about the product and our brand.

“The storytelling ad received a 97% higher click-through rate and a 120% better conversion rate in the first 9 days. That means people were twice as likely to click and once on the page, they were also twice as likely to convert because we were able to connect them emotionally to the brand instead of pushing the discount language. 

“After the first 9 days, the optimization system in Facebook Ads pushed 80% of the spend and traffic to that ad. The graphs below show the performance for the storytelling ad (orange lines) and the discount ads (blue lines) which are labeled as “all others” in terms of spend, CTR, and conversion rate.”

Image Credit: PPC Hero

As clearly seen on their spend graph, Facebook concluded that the storytelling ad was delivering better results on day 9. By the end of the campaign, the cost per add to card for the storytelling ad was $3.96. On the other hand, the promo focused ads recorded a $5.75 cost per add to cart.

#3 Context

An ad copy that is built around cultural, economic, or temporal context tends to send strong signals to the reader, because it increases the relevance of the ad. One really good example is an ad with the year 2019 while we’re actually in 2020. Another one is an outdated promotional ad.

Events, holidays, promotions, and economic crises may all be considered as different types of context that your ad copy can be adjusted to. 

For instance, this situation surrounding COVID-19 is a strong example of such a context. One can introduce new ads in Google, not mentioning COVID-19, but at least signaling to the user that business is still open, and they can still avail of your products or services.

Knowing the Factors to Consider When Writing Ad Copy

It’s quite easy to lose yourself in the weeds when it comes to writing ad copy and doing a PPC audit. If you think that flashy ads and pretty language can make a difference, you might want to reconsider your beliefs in PPC.

PPC specialists and digital marketing agencies now know that if you want your ad copy to make a difference, you have to remember 3 factors to consider when writing ad copy.

5 Important Factors That Affect Ad Spend Pacing

Whether it’s your own budget, your clients’ business, renewed budget entails new goals. Some are going to be attainable, and some may be a tad bit of a stretch. That’s why today, we’ll talk about important factors that affect ad spend pacing.

If you want to hit the ground running and deliver on your promises to clients, you need to make sure you spend your money effectively all throughout the month. For pacing budget and for paid media, there are some factors to take into consideration.

What are the Factors that Affect Ad Spend Pacing?

Today, we’ll walk through the 5 main factors that affect ad spending, which are:

  • Advertising platform
  • Stage of the month
  • Campaign age
  • Holiday and ad schedules
  • Campaign performance

In addition, we’ll talk about how each factor impacts your spend strategy (after you’ve done a PPC audit), so that you can achieve those goals, and even the stretch ones.

#1 Advertising platform

Understanding which platform or combinations of platforms you’ll be advertising on is an important factor that goes into play when you’re pacing your budget. 

It’s true that platforms are similar in a lot of respects, each social media network has its own fair share of nuances. This is incredibly true in regard to the management of daily budgets.

Image Credit: Wordstream
  • Google Ads: Google’s marketing products have expanded quite a lot over the last decade to incorporate new ad types and new platforms. The general structure for how your ads are served are the same across all: bid and ad relevance (quality). Budgets are controlled at campaign level and the spend is distributed across all ad groups.
  • Facebook: Depending on the size of the audiences you are marketing to on Facebook, you’ll find out that daily budgets you establish usually come in wherever you intend them to. Facebook charges advertisers based on impressions in relation to performance and bid rather than a CPC model in tandem with performance.
  • LinkedIn: LinkedIn places you in-charge of the relationship between your audience reception to the ad and your place in the auction. It’s important to note the differences in LinkedIn ad formats because some include both desktop and mobile placements without the ability to remove or add one individually. This affects the way ads are served and subsequently whether they’re capable of reaching their daily LinkedIn budgets.

#2 Stage of the month

One of the important things to take into consideration is which part of the month you’re starting to run paid ads. When you’re starting fresh, there are numerous delays with receiving or creating landing pages, assets, etc. 

Image Credit: ShareTribe

Understand what your overall budget is for the month, and how much time you left to hit that figure.

Take your overall spend target and divide it by the remaining number of days that remain in the month. It gets tricky because the pressure of time and spend affects your goals. 

Depending on the infrastructure and the platform you’ve got in the account, you might be able to comfortably spend a higher amount for shorter periods of time. 

In some cases, it can result in inefficiencies, especially if they’re new campaigns and the algorithms will need time to learn. 

If the assets you need in order to launch your ads are delayed, and the majority of the month is lost, then it’s better to change your budget strategy from a monthly to a quarterly perspective. This way, you can spend less and make sure everything is running smoothly while you’re campaigns launch, and as you introduce new ones.

The takeaway? Acquire assets you’ll need and ready them before the start of the month.

#3 Campaign age

In most cases, businesses would want to launch new campaigns or make adjustments to pre-existing ones. This might leave many account managers with uncertainty on how they should pace their spending with new and unproven ads.

All in all, you need to assess the budget that you have, the time-frame that you need to spend that budget, and your desired goals associated with the new campaign.

#4 Holiday and ad schedules

Image Credit: WordStream

As you build out your budget plan for any platforms, it’s wise to note any holidays that are present within the month. It’s wise to frontload the budget at the beginning of both months. This lets you pace ahead of your target as opposed to if budget was spread across the entire month evenly.

#5 Campaign performance

It can seem like a total no-brainer, but one of the primary considerations of how to pace your budget on a daily basis relies on how your campaigns are performing. When you’re assessing where to allocate your spend, make sure you observe 3 important components:

  • Scalability: If audiences are driving a decent volume of results for lower costs than others, allocate greater portions of the daily spend there. The size of your audience, as well as, search volume play a part in this, so pay attention to those components.
  • Funnel implications: What’s the value of the promotion you’re running? If it leads to direct sales, you’ll know how much  more you can allocate towards a campaign to stay within your acquisition goals. If the ROI is more complicated to measure or the promotion is closer to the top of the funnel, and takes time to turn sales, use the best data you’ve got to set a target CPC and optimize from there.
  • Performance & spend over time: If your campaigns aren’t new and have been running for a period of time, you can analyze the effect that different spend levels had on them. This indicates whether increase in spend would be detrimental to performance.

Check on Factors That Affect Ad Spend Pacing

Planning on figuring out how to pace your paid media spend is essential. But that doesn’t mean you should set up your ads and then leave before checking back next month. Expert PPC providers from experienced digital marketing strategies recommend that you keep an eye on performance, whether that’s through manually checking or running regular reports.

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