You may be a small fish in a big PPC pond but it does not mean that you can’t find ways to succeed over your larger-sized competitors. That’s what strategic PPC management is all about. It’s not always about the size of your budget. Sometimes, it’s how you spend it.
1. Take small bites. In major urban hubs, PPC is extremely competitive and therefore expensive. Instead of trying to target the entire territory, start in chunks. Start with some of the outlying cities. Always start an account off on the right CTR so your cost per click will not go up. It’s a basic PPC management tip so stick to it: keep your quality scores high.
2. Don’t let your ads run wild. Schedule your campaigns so they avoid impressions and invalid clicks. Any PPC management expert will tell you that is completely unwise to let your ads run wild in the wee hours of the night (unless your target audience is up at that time). Always, always keep your account healthy. Be vigilant.
3. Crawl before you walk. Before starting on advertising, activate some PPC campaigns or ad groups that are not as competitive. Use whatever experience and keyword research you have. The goal here is to achieve better CTRs. Start with baby steps. Sometimes, PPC management is also about timing.
4. Target small victories. Try targeting lower traffic yielding devices. Some PPC management experts believe that this kind of traffic can actually get you good quality scores. In the long run, this will help you or your PPC management expert create a solid foundation and a positive history for your account.
5. Think long-term. PPC management success does not happen overnight. Set your expectations. Once the account has mature, you will achieve more substantial savings in your cost-per-click. Be patient.
Remember: PPC management is just like real life. It’s hard and tricky but you can always work your way around it.