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How to Maximize Google Ads Results With a Low Budget



How to Maximize Google Ads Results With a Low Budget

How much Google Ads budget a business allocates to campaigns has been a question that has lingered for years. Whilst paid marketers around the world would say that their channel should get the most spend, in reality, for lots of businesses the money just isn’t there.

So what does this mean? Is that it for small businesses? Does this mean that Google is a no-go zone? This is most certainly not the case. In this post, I’ll outline the key rules to live by for any low-spending account, as well as discuss the best approaches for making sure you’re making the most of your money.

Important Tip 1. Plug the Leaks

As any good home energy expert will tell you, the key to saving money is to stop heat going out (weird analogy but stick with me!) – no more so is this true than in this situation.

Often on accounts, you see search queries come in that are completely and utterly irrelevant. In larger accounts, this isn’t normally too much of an issue. Typically, advertisers will review the number of clicks and decide whether or not it’s an urgent task based on spend accrued. However, with smaller accounts, this becomes more of an issue.

So what can you do? Well, it’s time to get your detective cap on and find the cause of the leak! Common areas to start with are:


By default, Google recommends showing content on search partners. Despite this, search partner performance can often be poor when compared to Google’s alternative networks. If you notice performance dipping here, turn content off and help tighten up the ship!

Search Queries

This is an immediate go-to when thinking of tightening up spend. With the ever-increasing blurred lines when it comes to what match types actually show for, the tightening up of search queries has arguably never been so important.

When reviewing search queries, it’s important to remember that not only should you take user searches at face value, but you should also consider asking how your ads show. Is there a theme across search queries? Are lots of irrelevant terms showing at once? Trying to uncover the cause of the issue can often be more beneficial and time-saving than removing queries on a case-by-case basis, so again pop on your detective hat, grab your pipe and get digging Sherlock!


Often forgotten, scheduling is a really easy fix when plugging up lost spend. Put simply, are consumers engaging with your brand at 2-3 am? No? Then pause your ads. It’s as simple as that.

Location Targeting

Until recently I wouldn’t have thought about adding in location targeting to this article. With many advertisers viewing this element of Google as a ‘point on a map and this is where ads show’, Google’s shift towards ‘Presence and Interest’ targeting has now become a much bigger priority.

By default, Google will target ads based on presence and interest – meaning it will target ads to users based in, frequently in, or ‘interested in’ your target location. Now I don’t know about you, but I feel that the majority of advertisers won’t really care if users are only interested in their target location. They’ll want ads to show to users actually IN their location. So don’t forget to check this out as you could find that this has been a costly leak!

Important Tip 2. Remember Your Key Business Aims

Whilst this should be the primary focus for any Google ads campaign (and really any marketing campaign in general!) no more does this ring true than with small spending accounts. Whether you’re an agency running a client account, an in-house marketer, or even a business owner, there’s nothing worse than spending what little money you do have available on irrelevant focuses. If your aim is to raise revenue, focus on that. If you need to build the brand, then focus on awareness. Regardless of your strategic drivers, try to avoid blurring the lines.

This is quite a simplistic way of thinking. Often these goals overlap and intertwine, but by thinking specifically about what one strategic driver you’re hoping to get from your Google campaigns, you’ll find that you’re able to be much more competitive in ad auctions. This is instead of spreading yourself too thin and chasing numerous business aims which could in fact be pushing you further away from your goals.

Important Tip 3. Don’t Silo Yourself

Transitioning nicely off the last point, it can be simple to sometimes forget what other arms of marketing are doing. If you work in an agency it can be easy to just live within your team. Only venturing out once an hour to grab a coffee and bumping into someone from SEO or Social. I’m afraid to tell you however that when spend is tight, you HAVE to do more than that.

A simple conversation with wider teams can help departments understand where paid campaigns can sit within that framework. It’s easy to forget that there is nothing stronger from a marketing campaign than a unified message with consistent aims and a tone of voice. So reach out! How can other teams help you? Is there an area you can’t compete on, but that organically isn’t as competitive? Have you noticed perhaps a gap in the market from a social perspective? Reaching out for help and support will often have beneficial, piggyback effects on your campaigns – so get chatting!

I should at this point say that this also goes if you work in-house or are running marketing solo – understanding the bigger picture isn’t just specific to agency workers.


When it comes to Google ads, if you don’t have the money for major campaigns, I hope you now know that there are steps you can take to see incremental success.

I will end with arguably the most important piece of information. If the money isn’t there to see reasonable results, wait until it is. There’s nothing worse than spending what little you have on campaigns where you’ll likely not prove very competitive. Follow your gut, wait and when you do have the money, don’t forget to come back to this handy article for tips on how best to spend it.

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5 Ways to Make the Best of the Five Latest Google Ads Features



5 Ways to Make the Best of the Five Latest Google Ads Features

With technology’s growing influence over trade, PPC marketing has become one of the biggest trends in business. While it has been used extensively in today’s time due to the pandemic shifting most business operations online, PPC marketing’s history dates back to early 2000 when Google launched the initiative AdWords.

Google’s advertising platform has evolved over the last two decades, adding more features and functionality while removing others and rebranding to Google Ads. Google Ads has also continuously kept evolving and adding new features in the last couple of years. In today’s post, we’ll cover Google Ads’ five latest features and show you how you can make the most of them.

What is AdWords?

AdWords was Google’s native advertising system. It was designed to help businesses maximize their potential to reach their target markets online. By partnering with websites, AdWords was able to advertise those websites’ products based on keyword searches and images. It was an effective and progressive marketing tool that sparked the growth of PPC marketing throughout the years.

From Adwords to Google Ads

Despite AdWords’s immense success, the industry remained cut-throat and demanding. Consequently, there was a need to change the tool and adapt it to the new trends in online marketing. This also required changing the name from AdWords to Google Ads.

This was not merely done for aesthetics, as changing the name was a big move to present new features and products that the marketing facet of Google wanted to introduce to the public—DoubleClick and AdSense, to name a few.

Of course, the decision to include Google’s name in the new version of AdWords was effective in attracting more business owners. Not many people would invest in AdWords at first glance, but had they known it was owned by Google, they would have done it in a heartbeat. The change also meant the extension of services of Google for advertising and debunked any false narratives about their services limited only to the use of ads in Google’s search result pages.

New Google Ads Features in 2022

Google is one of the biggest tech companies in the world today, but that doesn’t mean that they can sit idly when opportunities for growth and realizing more profit arise. Additionally, trends in the marketing industry tend to change rather quickly, so what they might have been doing in the past couple of years is considered outdated today.

This creates a need for constant updates, releasing new features within the Google Ads platform to continuously cater to the market’s advertising needs.

The use of Artificial Intelligence, or AI, for example, is one of Google Ads’ most recent features. It works like magic in terms of creating personalized ads for users, making them more relevant.

This brings us to an important question: What are Google Ads’ new features, and how does a business owner or marketer make the most of each? Let’s have a look.

#1 Use Google Ads Local Campaigns to Better Track Conversions

In today’s time, it’s easy for marketers and business owners to be fooled into thinking that the world is fully digital. That’s simply not true because many transactions made by consumers nowadays are still conducted physically, and the things they do when it comes to shopping online might only be a small portion of their entire shopping behavior.

According to the latest data from Google, about 30 percent of all mobile queries made online correspond to local searches, and of this number, approximately 75 percent would actually pay a visit to the store within the next day. These are substantial amounts of sales that could have been used as leads for more effective conversion of clients.

With Google Ads’ new feature for Local Campaigns, companies can now use this foregone opportunity just by using their WiFi or GPS. Based on users’ real-time location, Google will present personalized advertisement choices to attract sales more effectively. For example, if your company offers a crypto app for paying with different cryptocurrencies, you can have Google Ads show your ad to users when they’re near a local commerce that accepts crypto payments.

The best way to use this feature is to integrate the offline components into a tracking setup that’s omnichannel. If you do not have this type of tracker, now would be the time to invest in one so you can maximize your conversions. By creating different conversion actions for each campaign you launch, you will be able to measure your conversion in a variety of ways and develop a more optimized PPC marketing campaign that meets your goals and justifies your expenses.

#2 Use Google Smart Shopping to Acquire New Customers Effectively

All types of conversions are considered beneficial for a business, whether a customer is new or not. However, new conversions are usually considered more important as they’re more likely to lead to future purchases. All businesses strive to achieve loyalty from their customers, but search engine marketing just isn’t the most cost-effective way to earn that loyalty.

With Google Shopping, one of Google Ads’ newest features, you can easily calculate each customer’s total lifetime value and optimize the way you acquire new customers.

For example, by using the “New Customer Acquisition” option in the settings of the Smart Shopping campaign, you can set an incremental price you’re willing to pay for each new customer that converts compared to a returning buyer. It’s like bidding more for new customers than for current ones to get more value from your PPC campaign.

The best way to use this feature to your advantage is to use varying tags for both returning and new customers, which you can establish through the Tag Manager in your eCommerce platform. In the whole process of using this feature, you have to ensure that your Google Analytics and Google Ads accounts are both connected. It would also be more effective to apply this feature in line with your paid research and promotion agencies.

#3 You Can Get Listed on Google Shopping for Free!

To clarify, Google Shopping is still a generally paid PPC avenue. However, there is an option for you to enjoy the free traffic it offers. This comes after the introduction of the Google Shopping feature, and as part of it, Google itself ejected other price comparison websites from its SERP.

It was a move that resulted in Google being fined around three billion dollars by the European Commission in 2017 for providing an unfair advantage to a different Google product, the Comparison Shopping service. While this is still an ongoing issue, they decided to make Google Shopping an official feature for their clients to enjoy.

The best way to get the most out of this feature is to optimize every single one of your Shopping Ads and assess which of the products you currently endorse entail the highest click and conversion rates. For instance, using Google Analyzer will help you get this information and use it to make the necessary changes for your product pages and emphasize the products with the most substantial profit margins.

Once you sort all this out, you can proceed to your Google Merchant Center account in the North Menu and change the status of your “Surfaces across Google” to “Active.”

This is an easy process if you’re in the US or India, but the feature has yet to be available in other countries.

#4 Free Impression for Display—Pay Only for Conversions

When talking about online acquisitions, display and video ads are usually not the first things that experienced marketers would talk about. More than conversions, these two things are usually known for their capacity to establish brand awareness and influence targets. But Google, being the trendsetter it is, has decided that it is time to deviate from this narrative.

Considering the gargantuan amount of data Google has on its users’ profiles and intents, predicting their purchasing decisions can almost be considered easy.

Just like Facebook can boost its platform’s marketing performance from its users’ browsing history, Google also has a massive command over its users’ behaviors—from their music preferences to their present and past purchases as recorded via their Gmail accounts.

Because of the control that Google has over its users’ data, they are especially capable of tweaking the algorithm so that only relevant and appropriate visual ads will be shown to the users, ultimately driving them to make a purchase.

This power comes in the form of the new Display and Youtube ads features. By using these features, your chances of realizing actual conversions will be greatly enhanced.

To make this feature a valuable tool for you, you have to use the “Custom Intent on your competitors” and “Similar Converters.” Additionally, you can deploy Smart Display with Toras or a CPA bidding strategy.

#5 Your New Best Friends: Gallery Ads and Showcase Shopping Ads

If you don’t already know, it is possible to test both Gallery and Showcase Shopping Ads on Search. Based on recent data, it’s proven that roughly 85% of all users pay more attention to the information presented visually as compared to pure text. Intent Lab Research has provided a supplemental study saying that 50% of shoppers in various categories like household goods and electronics prefer seeing visual information. So, even if you’re building brand loyalty by offering free stuff for seniors or selling high-tech equipment for graphic designers, you’ll benefit from visual ads more than from pure text ads.

With this being said, Google Ads has devised a feature that allows using new ad formats uniquely designed for mobile display through Google’s Search Network. It provides an avenue for you to be more creative and personal with your ads, and above all, you can place those ads on several other platforms like Gmail and Youtube, which can be huge!

One way to use this new feature effectively is to explore your product’s potential to be more visually appealing by getting creative. For example, you can ask your PPC agency’s help to look into what your target market finds the most appealing based on how ads are placed on certain channels like Gmail or Youtube. This will entail a repetitive process with a lot of trial and error before arriving at the best fit for your target audience. Still, it will come in handy, especially when trying to make the most out of your creative ads.

Final Verdict

Through the years, Google has retained its position as the biggest search in the world. As its influence grew over time, it also took the role of an effective PPC marketing tool, first as AdSense and now as Google Ads. As trends change, Google will continue to add new features in Google Ads to allow marketers and users to benefit mutually. This ensures a more stable profit for companies while giving their customers the freedom to choose which form of ads they’re presented with.

As such, partner companies must make the best use of Google Ads’ current and upcoming features, especially when it is an avenue that has great potential to uplift a business through perfectly generated and positioned ads.

PPC Marketing remains one of the biggest trends in marketing today, and it will likely continue to dominate in the coming years, with Google and Google Ads at the forefront. This is why business owners and marketers need to understand, research, and effectively use the new features Google Ads rolls out and be the pioneers of this new marketing era.

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