How To Succeed With A Smaller Budget
Now more than ever, it is so important that businesses are online, with Br*xit and C*VID Irish consumers are going to be more searching online for their new favourite businesses and, from where I am standing this looks like a golden opportunity for Irish businesses to steal the limelight. People are now more conscious of ‘Supporting Local’ and the threat of customs charges has certainly scared me away from ordering from anywhere ending in a .co.uk! So, now more than ever we need to put our marketing hats on and lounge back in our office chair like Don Draper in Mad Men.
Now, don’t get me wrong, marketing can be expensive, hell you can spend as much as you want, but you can also spend as little as you want too. So am I saying that you can spend €10 and go toe-to-toe with the big multinational giants? No, don’t be ridiculous! If that were the case, I would be out of a job and I wouldn’t be sitting here writing this for you! But what I am saying is that having a ‘small budget’ doesn’t mean you’re out of the game, it just means you need to be a bit cuter with how it’s spent.
Platform: Google Ads, Bing Ads (yes people still use Bing)
Medium: Search Advertising
So in this scenario, you’re looking to run Search Ads, the ones that show up at the top of the search results pages when you Google something. Let’s say you have €20 per day to spend; you want to make that count for something. The first thing you need to do is set realistic expectations, will these ads drive sales directly? Possibly not. Will they help people find your business more easily? Quite Probably.
We will need to look at putting together a keyword list, now for the love of God, please do not use anything other than Exact Match! If you do, you may as well just post me the €20 each day! Using exact match means that your ads will only show for searches that are very similar to these keywords that you selected. By using a list of 5-10 exact match keywords you are ensuring:
- Less competition – The more specific you can be, the less likely it will be that there are other businesses bidding on these keywords too.
- Lower CPCs – Because other people aren’t bidding on these keywords you are going to get them for a lower cost per click (anything under €4 is great!)
- More relevant traffic – Those searchers that click on your ads are more likely to be interested as
For example, let’s say you’re a florist in Dublin, here are some keywords you would try that might have less competition and lower CPCs
Rekindle old flames
Platform: Google Ads, Facebook, AdRoll,
Medium: RLSA, Remarketing
When budgets are tight, why not focus on those who have already been to your site. These people can be advertised to via Display Remarketing (visual ads) or RLSA (Remarketing Lists for Search Ads); in both cases, you can focus on those who have been on your site for a certain length of time, or you can specify what pages they should have visited to qualify for your remarketing ads, for example, anyone who has been to your Contact Us page but didn’t complete the form.
For RLSA ads, since you have already qualified that these searchers have already been to your site, you can afford to be really broad with your keywords. So, taking the florist example again, you could just use the keyword ‘florist’ with your RLSA campaign, and you will get traffic from anyone who has been to your site in the last 30, 60 or 90 days and still searches for a Florist.
Write a list
AdRoll offers integrations with Salesforce and HubSpot so you can pull in lists and advertise to them, so if you have a small budget, why not focus on nurturing those at a specific stage of the funnel with ads relevant to their needs or the next step in their journey, for example, you could have a list of people who bought from you in Q1 last year and advertise to them in Q1 this year, or if you have a list of people who got a quote, you could advertise to them with testimonials encouraging them to go ahead with their quote.
With these ads, you can offer your customers a special offer to encourage more repeat business.
With these tactics you can get more back for your buck, getting more visibility for your business and in turn increasing brand recognition and driving more business.
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