• The Toolkit
  • Posts
  • Toolkit #11 - PPC on a Budget? Don't Sweat It. Here's How to Outsmart the System

Toolkit #11 - PPC on a Budget? Don't Sweat It. Here's How to Outsmart the System

Author

David Lux
February 09, 2025

Big brands. Big budgets. Big Google Ads spends.

Sound familiar? Don't worry. Even if you don’t have big ad dollars, you can still compete. You just need to outsmart the system.

Search Engine Land contributor Matt Bowen put together a few great strategies to make your PPC dollars punch above their weight.

  • Focus on Long-Tail Keywords: Target specific, niche keywords with lower competition. These keywords will likely be more affordable and attract users with higher purchase intent.

  • Utilize Google Ads Smart Bidding Strategies: Leverage automated bidding options like "Maximize Conversions" or "Target CPA" to optimize your bids for conversions or a specific cost-per-acquisition, even with limited budgets.

  • Prioritize Quality Score: Maintain a high Quality Score for your keywords and ad groups. This not only improves ad placement but can also reduce your cost-per-click (CPC).

  • Craft Compelling Ad Copy: Write clear, concise, and targeted ad copy that highlights your unique selling proposition (USP) and compels users to click.

  • Optimize Landing Pages: Ensure your landing pages are relevant to your ad copy and provide a seamless user experience.

  • Embrace Ad Extensions: Utilize ad extensions like sitelink extensions, call extensions, and location extensions to provide users with more information and increase the visibility of your ads.

  • Track and Analyze Performance: Regularly monitor your campaign performance and make adjustments as needed. Tools like Google Ads reporting and conversion tracking can help you identify areas for improvement.

Bonus tip, consider supplementing your Google Ads strategy with organic search engine optimization (SEO) efforts. This can help attract qualified traffic to your website and complement your paid advertising efforts.

Matt covers more strategies in his full article, so head over there to learn how to outmaneuver the big guys and dominate your corner of the digital world.

The Roundup

A collection of links to stuff I think are worth sharing.

Meet the Digital 100 - Similarweb's "Digital 100" reveals the fastest-growing websites and apps of 2024, highlighting industry trends and providing insights for brands to build winning strategies.

Bitly Ads - URL-shortening company Bitly adds interstitial ads, breaking redirects and our hearts.

Pinterest Growth - Pinterest is quietly killing it, surpassing $1 billion in revenue in Q4 and reaching an all-time high of 553 million monthly active users.

The 3-Day Effect - After a recent Moab adventure, I can attest to the many benefits of taking a break and immersing yourself in nature.

Away's 'White Lotus' Collection - Great collab that aligns with the HBO Max show's glamorous travel aesthetic and perfectly positions the brand for aspirational travelers.

TP-Link Outdoor Smart Plug - Finally, my backyard is as smart as my phone. Set it and forget it—those timers are a game-changer.