Under-budgeting and Underspending Hurts Your PPC Campaigns

Pay per click is anything but easy.

It’s more than just making an account on Google Ads, plugging in keywords off the top of your head, and waiting for positive results. It isn’t something you can simply delegate to an unsuspecting intern, either.

PPC is an ongoing experiment. It involves constant testing of each keyword, ad copy, and campaign you have — particularly when you’re just starting out with PPC. It takes an extensive amount of time and effort to get your PPC campaigns running smoothly and consistently. For small and medium businesses, this may be time you don’t have.

Third Stage Marketing provides professional PPC services in Denver that allow you to focus on your business’ day-to-day core operations. We’ll handle all the technical parts, provide actionable data, and send leads your way — all you need to think about is assigning the right budget.

Setting Too Small a Budget

The PPC world operates on a “no pay, no gain” philosophy. Setting a low initial budget may seem more practical for smaller businesses like yours, but it’s counterproductive for your entire PPC campaign. You’ll still be missing opportunities for clicks and lead conversion even if you’re hitting the ceiling of your low PPC budget.

An insufficient PPC budget limits your ability to bid on relevant, high-performing keywords and, in turn, affects your ad’s total impressions share. A higher impression share means your ad is showing up more often on results pages and reaching a wider audience. It also gives you more data you can use to optimize future ad cycles or campaigns.

A low PPC budget restricts your testing ability, moreover. Running at least two ads per keyword set or split-testing your ads is an essential way to gather actionable data. Knowing which ads are effective and which ones need more work (or to be gotten rid of) helps you improve your return on investment.

Having the Budget but Not the Clicks

Allocating a larger budget for your PPC campaign and not consuming it all is not ideal, either. You’re not saving money if you underspend your budget; rather, you’re losing possible leads and conversions. Just as a too-small budget can adversely impact your impressions share and data collection, so does not using up your allotted budget.

Underspending happens for many reasons. You need to take time and sit down with your PPC manager to identify which parts of the campaign can be improved. Some common issues leading to underspending are bidding too low, using wrong or not enough keywords, and having unattractive ad copy.

Make sure to check which of your keywords is performing well and adjust your bids accordingly. Remove any keyword that isn’t generating enough clicks and add more related keywords with higher search volumes. Improve your ad copy based on which ones resonated best with your audience, as well.

For an optimized PPC campaign, approach the SEO experts. Third Stage Marketing provides professional PPC services in Denver, from keyword research and ad creation to testing and campaign assessments. Contact us today to get started.

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