Google AdWords advertising on a budget

It is becoming increasingly common for companies to invest in Google AdWords advertising, regardless of size. This is not surprising, as it is among the best ways to increase your online sales. Your business does not have to have a huge marketing budget to try out AdWords, but you may not be able to afford to hire an expert. Instead, you can try a few different things with a small investment to figure out what works best for you. Your successful campaigns can be reinvested in further experiments!

It all works like an auction, where you bid on keywords to make your ads appear above others. Experience is required to ensure success, but it is possible to achieve good results even without expertise – At least in small volumes. Here we’ve gathered some great strategic tips that you can follow to create successful campaigns in Google AdWords.

Choose keywords

Choosing the right keyword is essential, especially with a small budget, as it will significantly impact your success. If your business has a strong brand, the best keywords are probably related to it, but otherwise, you need to list other keywords. It can be the names or types of products you sell, individually or in combination with words such as buy, order or with details such as the product’s colour. Many factors determine the best keywords, which differ from industry to industry and company to company.

Keyword types (match type) in Google AdWords

It is important to know the difference between the different types of keywords, as it has a big impact on both the search volume and the relevance and cost. You can choose exact, phrase or wide as the match type. An exact match is indicated by putting the keyword in [square brackets] and only showing your ad to someone who enters the same word in Google, whether more or less. If you sell bananas, you can use, for example, [bananas] and [buy bananas] as exact keywords.

Phrase matching is indicated by entering the keywords in quotation marks (for example, “bananas” or “buy bananas”) and showing results for searches that contain the keywords in the same order, even if more words have been used before or after the phrase. So a search for ‘green bananas’ or ‘cheap bananas’ may trigger your ‘banana’ ad.

Broad matching is indicated by putting a plus sign in front of the keywords (for example, + bananas or + buy + bananas). This allows your ads to appear for any search that contains your keywords. A broad-matched keyword campaign needs to be closely monitored, as irrelevant searches can lead to your ad showing. You do not want to pay for irrelevant traffic, do you? On the other hand, you can discover new, relevant keywords among all the combinations that ordinary people actually use.

Quality over quantity

Even if you have lots of products and services, you do not have to try to capture one hundred per cent of the relevant traffic from AdWords, with all sorts of variations of the keywords. For example, you can start by having only the most pertinent individual search phrase for each category and get the most relevant traffic. When you have the time and advice, you can add additional keywords to increase the number of visitors, but keep an eye on how profitable they are. Sometimes it’s better to pay more for a few keywords than to pay a little for lots of them.

If you have a small budget, you probably do not want to pay to end up in first place in the search results or even in the top three. The cost of top results depends on your niche, quality score and more. Your marketing should be profitable in the first place, so it may be more worthwhile to invest in the lower sites that get fewer clicks but more conversions.

What is the AdWords Quality Score?

It’s simply about how related your keywords, your ads, and the page they lead to. In addition, CTR and other factors are evaluated to assess how good or bad a particular ad is. If your AdWords Quality Score is high, you’ll be able to end up in a higher position without paying more per click, so it’s not just about who makes the highest bid.

Do the following for a high-Quality Score and clickthrough rate

  • Make sure the keywords are used in the ad
  • Make sure the ad matches the landing page
  • Create informative, relevant ads
  • Call for action
  • Mention what sets you apart from the competition

AdWords Remarketing

This type of advertising allows you to remarket products or services to visitors who have visited your website before. You can even view the specific products the visitor has previously seen on your website. It’s one of the cheapest forms of AdWords advertising (per click).

Location targeting

If you have a physical store where you want people to come, you probably do not want people who live very far away to see your ads. In that case, you can use location targeting in Google AdWords to show them only to people who live nearby, based on country, city, city, or even a certain number of miles.

AdWords ad serving periods

You can figure out which times most purchases are likely to be made and then set your ads to appear only during these time periods. It can save you money by getting rid of clicks that do not lead to purchases and getting more people to do so. It is also an obvious alternative if the ad, e.g. refers to a physical store or telephone service that is closed during certain hours.

Device targeting

All websites are recommended to be mobile-friendly, especially online stores. If your website is not, or if you want to save a penny, you can, for example, turn off mobile ads. Device targeting can also be used to show specific ads to mobile users or take them to your website’s mobile version. You can also set different bid indications for different types of devices, so if your conversion rate is lower for mobile, you can customize your bid accordingly.


As your Google AdWords advertising begins to monetize, you can expand your campaigns and add more methods to increase your marketing reach. You probably do not want to limit your business to a single source, but if you have to, Google AdWords is one of the best options. From the beginning, you should set goals, make a plan and measure the results accurately. 

Photo by Myriam Jessier on Unsplash

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