Know what resonates

This is the most important step to reduce costs and run a successful campaign. Creative testing compares your ads to determine which image, headline or description combinations are most effective. By understanding what appeals to your audience, you can allocate the majority of your budget to the ads that generate the best results at the lowest cost.

Tip: Ad variations don’t need to be dramatic. Sometimes the smallest changes can drive more traffic, engagement and leads.

Target strategically

Whether it’s through audience behaviours and interests, job descriptions or search terms, the targeting options are endless. While you may want to reach as many people as possible, this risks wasting budget on those who may not take a desired action. It’s crucial to build specific audience profiles and personas to ensure your campaign results in relevant and qualified views, traffic or leads.

Think beyond the ad

Your campaign consists of enticing ads that your audience can’t help but click. You’ve done your job, right? Not quite. What happens after someone clicks on the ad is imperative. Provide an optimal landing page experience that is consistent with your ads, easy to navigate and includes clear calls-to-action. This ensures you don’t waste your entire budget on clicks.

Did you know: Landing page experience plays a key factor in your Google AdWords Quality Score – the higher your Quality Score, the lower your cost-per-click or cost-per-conversion.

Final thoughts

There are many factors that impact how much you’ll pay for your online ads. Implement these tips to make the most of your digital marketing budget, while still reaching your campaign goals and objectives.