Think you don’t have a large enough marketing budget to advertise online? With most search engine advertising platforms, there is no minimum to get started. Online advertising has very little cost of entry. Now, what can advertisers do to maximize their modest budgets?
With major search engines like Google, Yahoo and Bing, there are options to set daily budgets. The advertiser has 100% control over what they spend each day. Ad scheduling is another feature that helps advertisers to maximize their budget. By allowing ads to only run during specified hours of the day, marketers can show ads only when they want and not at other times.
Geo-targeting is another tactic to help stretch a smaller budget. By only showing ads to searchers in a specific area, advertisers can limit traffic to their site and conserve their budget for a more qualified audience.
Using negatives will prevent your ads from being displayed when that particular word is searched. This feature will limit clicks from irrelevant searches and help to save marketing dollars. For example, if a company sells men’s jackets, a good negative would be “women’s” so that if someone searches for “women’s jackets”, the ad would not be shown because it is not relevant and the company doesn’t sell that product.
Even with a modest budget, there are many ways to advertise online. By making strategic choices, marketers have the ability to utilize their budget and get great results.