Are you thinking about running a Google Ads campaign for your business, but you are afraid that you have to spend large budgets on such advertising activities? Nothing could be more wrong! In this article, you will learn how to plan a budget for Google Ads campaigns effectively, and you will see that they do not have to be dizzying amounts, and what’s more, you will learn simple ways to reduce expenses.


1. Define your campaign goal 

The main thing to start with when planning a Google Ads campaign is to answer the question: what is the goal of the campaign? Sale? Image building? Or maybe both? Of course, goals can merge and intertwine. It’s worth focusing on one of them at the beginning, and when you have the results of the campaign, then analyse them, draw conclusions and expand the campaigns with new goals. For instance, the first goal is to get traffic on the website after attracting valuable users. Then you can create a remarketing list and target ads to them or change your sales target. If the company is new on the market, it is worth focusing on the image campaign in the first stage, reaching a wide range of recipients and increasing their awareness of the brand’s existence, and only then transferring strength to sales campaigns. Remember that Google Ads campaigns don’t have to promote only companies that sell their products online. Even if you run a restaurant, hair salon, car workshop, and provide services offline, you can support your business on the Internet. Google Ads are the perfect solution because you can easily use them to reach your target group.

2. Optimize your website

Take care of a clear, responsive website created for the benefit of its potential users. Put yourself in the role of the person who first comes to your site and does not know anything about the product or service you offer. Is it a good idea to put some information about all technical parameters at the top of the page, written in such a way that a layman does not understand it? Certainly not! Think about high-quality content, written in straightforward, explicit language, exciting graphics on the site, and use Call to Action. CTA plays a vital role and, in a way, forces the user to take additional action, e.g. learn more. Thanks to this, more inquisitive users will be able to broaden their knowledge, and those who are not interested in such information will not receive it. Through CTA, you can also get valuable contacts from the target group, e.g., Subscribe to the newsletter. Remember that the website should be intuitive, and the user could easily find all the necessary information on it, including, e.g., a button to add a product to the basket. Even the best-configured and optimized Google Ads campaign has no chance of succeeding with a poorly prepared website.

See also: How to create a modern and well-optimised website dedicated to everyone? [Case study Ceramika Paradyż]

3. Promote specific products 

You have a campaign goal and a well-prepared website, now decide what you want to promote using Google Ads campaigns. If you have many products in your offer, and you know that a limited budget will not allow you to promote everything, focus on the critical products first. Then be sure that the landing page that the user lands on will adequately respond to their query. Recall a situation in which you searched for, e.g., men’s sports shoes, and the advertisement you clicked redirected you to the site with all sports shoes in the store. There were both women’s and children’s shoes, or worse, the ad redirected you to the main page of the store which also offered handbags, wallets, and other accessories. What does this mean? This shows that the advertiser doesn’t think about their potential client at all. Do not force the user to take additional action, make it immediately appear on the page of the product they are looking for, or the product about which the graphic ad informs. When planning your campaign, think about the seasonality of the products, e.g., you sell bikes, and you know that you have the highest sales in the summer season, then focus on sales campaigns, but in fact, start them from March. A bicycle is a more expensive product, bought to last for years, so the purchase decision is not made immediately, and even before the season starts users begin to look around, compare offers from competing companies.

4. Remember to define the conversion

This point connects with what was described in the first point, i.e. the goal of the campaign. If you know what your campaign’s goal is, you can easily define a conversion. It is crucial because Google Ads campaign optimization focuses mainly on this. But remember that in addition to key conversions, e.g., transaction, phone connection, lead acquisition, etc. it is worth setting the so-called micro-conversions – smaller steps that lead to conversions. Before a user performs a key conversion for your business, he does various activities that bring him closer to it. What can be a micro conversion?

  • Time spend on the site
  • Viewing a specific number of subpages
  • Performing the desired action on the page, i.e., clicking CTA
  • Downloading a file from the website, additional product information, etc.
  • Adding product to the basket
  • Using the search engine on the site
  • Leaving a rating, opinion, comment on the site
  • Clicking on contact information phone number, email address

Setting up micro-conversions will help you better understand what users do on your site. In a situation where you focus only on the key conversion optimization, you will abandon valuable users who are currently performing micro-conversions. Let us not deceive ourselves; there are much more of the latter. A practical analysis will allow you to add to those who have taken all these smaller steps on the site, and then help get them to revisit your website and convert. Setting up micro-conversions will help you better optimize your shopping path and answer the question: Why do users abandon shopping carts?

5. Use Google Analytics

Link your account to Google Ads with Analytics. How do I know if my campaigns are selling? How do I know if users acquired from the campaign are valuable to me? With Google Analytics! When conducting Google Ads campaigns, the analysis of activities is the key. If you want e.g. check which graphics will be better to convert in your target group, perform A / B tests.

6.Limit campaign reach 

Now a few issues that will help limit the scope of your campaign. Start by defining your target group precisely. Google is increasingly expanding your targeting options, in addition to necessary information such as gender or age, you have the option of targeting campaigns by parental status or household status. Self-created lists of custom audiences with similar interests or intentions work out very well in Image Ads targeting. If you operate locally, limit the location of the campaign. Even when you offer your products or services throughout the country, you may know that there is less competition in given voivodships and more demand for your products, so you don’t have to target all of Poland. Another setting that will help reduce expenses is ad scheduling. In situations where the purpose of the ad is to generate phone calls, and the company operates from Monday to Friday from nine to five, remember to include this information in your ad schedule. Some businesses experience significant drops in traffic on weekends so that you can exclude them, or the opposite, most conversions you have on Saturdays and Sundays, so focus only on these days. A similar situation may apply to devices. When the product is for young people, and you know that the vast majority of them use phones and tablets, it may be worth excluding the display of ads on the desktop. However, be careful because it often happens that although 80% of the traffic on the site comes from mobile devices, it may turn out that conversions occur more often on the desktop. It is also worth analysing this situation; perhaps, at the beginning, it is enough to use the option to adjust bids for mobile devices.

See also: How to create strong Facebook community and earn brand advocates? [Case study POL – papiery biurowe]

7. Remember about returning users

Do not forget about loyal users who are attached to your brand and systematically convert. If you have such an opportunity, offer them a discount or bonus, invite them back to the site. To do this, rely on remarketing lists, create many such lists based on various parameters, and then be able to best target ads to these users.

8. Choose relevant keywords

Prepare the structure of the Google Ads campaign that will reflect your website. Choose the right keywords. Suppose you are in the industry with high competition, and you know that the rates for key phrases are high, then think about long-tail keywords, which can be the bull’s-eye in the implementation of conversions at a much lower average CPC. When choosing keywords, it’s worth using the opportunities offered by Google, i.e., the Keyword Planner. This tool will also help in the initial estimation of the advertising budget for your business. However, treat them with limited confidence. The keyword planner is based on historical data, and the current situation shows that what is currently happening on the market in Google Ads campaigns would not be reflected in this tool.

9. Ensure a quality result 

Have you heard about the quality score? This concept can be fundamental when reducing advertising expenditure on Google Ads campaigns. The better the quality score your ads and keywords achieve, the lower your campaign spending will be. First of all, take care of the landing page and the content that will be on it, because that’s half the battle.

10. Don’t focus on ad position

The fight for the first position in search results is no longer so important, as evidenced by the fact that the average position indicator has been removed from the Google Ads panel. Your ads don’t have to show in the first position to convert. Google announces that ads that occupy the second or even third position are getting better conversion rates. This means that high bidding per click doesn’t always pay off.

11. Test different types of ads

Remember that Google offers several types of advertising. Don’t just close to a kind of ad. If the bids for search campaigns are very high, you might want to consider launching a different type of action, e.g., GDN, GSP, PLA. In practice, you may find that a different kind of ad will be more effective at converting.

12. Ensure campaign optimization 

It is thanks to the appropriate optimization of the campaign that it is possible to achieve low CPC bids, reduce conversion costs, which translates into reduced spending on Google Ads campaigns. The most important what you should remember is systematic optimization of keywords, review of placements, or removal of ads for broken landing pages and observation of alerts in the Google Ads advertising account.

What to do in the current situation when the COVID-19 pandemic prevails? Should we opt out of Google Ads campaigns?

Not! Of course, it all depends on what industry you want to promote, but now is a good time to invest in image campaigns, because people have moved from offline to online. Industries providing necessities are experiencing a real siege today. Long-term quarantine also translates into a growing interest in other products such as clothes and cosmetics. Also, remember that the effects of a pandemic will be felt for a long time, and users will shop more often online.

See also: How technology helps different business areas in difficult times?

Honesty pays

If you know that due to the current pandemic situation, the delivery time has been extended, you must place a message on the website about the long waiting time for the order. Then you will avoid negative feedback from impatient customers who are looking forward to ordering.

Search alternatives

This trend is mainly seen in gastronomy, where many restaurants and cafes deliver food to customers. Also, companies that have so far primarily operated offline sell their products online, e.g., florists.

Invest in online activities

Training courses that have taken place so far may be able to transfer to online without significant problems.

Now it’s cheaper!

Market data shows that Google has reached out to its customers, and advertising with Google Ads has become cheaper, avg. CPC is falling sharply, and this trend can be observed in various industries that may not necessarily see a decrease during a pandemic.

The competition never sleeps

Remember that your competition can still operate and use Google Ads campaigns, which may be another argument why you should not opt out. By following the above suggestions from the article, you’ll limit your spending on Google Ads campaigns, and you’ll be able to continue and advertise your online activities successfully.


Do you need support for Google Ads campaigns? Let us know, we are ready to help!


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