A common Pay Per Click problem facing online advertisers is the ongoing battle of rising keyword costs.
What does one do when budgets are capped too early and PPC costs get out of hand?
- Google, by far, is the most expensive PPC player on the Internet. It makes sense. They are the big dog. However, if a keyword (or set of keywords) costs to much to play with your competition in Google, give some consideration to creating campaigns in other search engines. You may not gain as many clicks in Yahoo and Bing as you would in Google, but you won't break the bank either.
- Give some consideration to Facebook. Here, you can specially target a demographic group and the PPC fees are low.
- If you need to stay in Google, perhaps you don't need to be in Ad Position 1, 2 or 3 in order to maintain some click activity. Sometimes, Ad Position 4 is actually the top ad on the right-hand column in the search results window. Although you would be paying for Positions 4, 5 or 6, it could give the appearance that you are in Positions 1, 2, 3 (for that column).
- Still not happy? Try this: Set your expensive campaign to run during peak hours (9 a.m. - 12 Noon or 1 p.m. - 4 p.m.) instead of trying to spread your budget through the entire day.
- Consider other keywords. Instead of going after "history books" perhaps you need to rethink your keyword choices and go with specific types of "history books" such as "Civil War History Books" or "WWII History Books". A more specific, long-tail keyword might be less expensive and you'll gain and more targeted audience of potential keywords.
- Do not forget about low-hanging fruit. Rather than target the expensive keywords with high search numbers, give some consideration to less expensive keywords with lower search numbers. In the end, you may end up spending less money and pulling in more clicks on those keywords often ignored.