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Why Content Is Important for SEO

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Why Content Is Important for SEO

At their best, they form a bond that can catapult any website to the top of search engine rankings.

But that’s only when they’re at their best. Because, when they’re at their worst, they can cause Google penalties that are near impossible to recover from.

The purpose of this chapter is simple; to provide you with an understanding of why content is important for SEO and show you what you can do to make sure they work together in harmony.

As we dive in, we’ll gain a better understanding of what content means, what its SEO value is, and how to go about creating optimized content that lands you on the search engine radar.

Let’s get started.

What ‘Content’ Means

Providing an exact definition for content, and one that is agreed upon by all marketers would be near impossible.

But, while it is a challenge, TopRank Marketing CEO Lee Odden gathered some definitions of content from marketers around the world that give us a solid starting point.

Actionable marketer Heidi Cohen describes content as:

“High quality, useful information that conveys a story presented in a contextually relevant manner with the goal of soliciting an emotion or engagement. Delivered live or asynchronously, content can be expressed using a variety of formats including text, images, video, audio, and/or presentations.”

While Cohen’s description is right on point, it’s important to understand that content found online isn’t always high quality and useful.

There’s a lot of bad content out there that doesn’t come close to providing any type of relevancy or usefulness to the reader.

In a more simplified but similar definition, Social Triggers founder Derek Halpern says:

“Content comes in any form (audio, text, video), and it informs, entertains, enlightens, or teaches the people who consume it.”

Once again, Halpern is describing content that is, at the very least, relevant and useful to its intended audience.

If we avoid a description of “quality” content, we can take a more direct approach by looking at the dozens of different types of digital content.

At this point, you should have a pretty good idea of what content is while also understanding some of the different formats where it can be presented.

But what exactly is its value to SEO, and why is it so important that the two work together?

What Is the SEO Value of Content?

Google, the king of search engines, processes over 6.7 billion searches per day.

And since we’re talking about search engine optimization, that means they’re pretty well suited to answer this question.

Larry Page and Sergey Brin co-founded Google in 1998 with a mission:

Google's mission

That mission remains the same today. The way in which they organize that information, however, has changed quite a bit over the years.

Google’s algorithms are constantly evolving in an effort to deliver, as they say, “…useful and relevant results in a fraction of a second.”

The “useful and relevant results” that Google is attempting to deliver are the pieces of content that are available throughout the web.

These pieces of content are ranked by their order of usefulness and relevancy to the user performing the search.

And that means, in order for your content to have any SEO value at all, it needs to be beneficial to searchers.

How do you make sure it’s beneficial? Google helps us with that answer too.

Their recommendation is that, as you begin creating content, make sure it’s:

Why Content Is Important for SEO

When these elements are in place, you maximize the potential of the SEO value of your content. Without them, however, your content will have very little value.

But, creating great content isn’t the only piece of the puzzle. There’s a technical side that you need to be aware of as well.

While we’ll talk about that later in this chapter, Maddy Osman put together a comprehensive resource on How to Evaluate the SEO Value of a Piece of Content that further elaborates on the topic.

For now, we can conclude that the SEO value of content depends on how useful, informative, valuable, credible, and engaging it is.

The Importance of Optimizing Content

The reason optimized content is important is simple… you won’t rank in search engines without it.

But, as we’ve already touched on briefly, it’s important to understand that there are multiple factors at play here.

On one side, you have content creation.

Optimizing content during creation is done by ensuring that your content is audience-centric and follows the recommendations laid out in the previous section.

But what does audience-centric mean, and how does it differ from other types of content?

Audience-centric simply means that you’re focusing on what audiences want to hear rather than what you want to talk about.

And, as we’ve identified, producing useful and relevant content is the name of the game if you’re looking to rank in search engines.

On the other side of the optimization equation is the technical stuff.

This involves factors like keywords, meta titles, meta descriptions, and URLs.

And that’s what we’re going to talk about next as we dive into how to actually create optimized content.

How to Create Optimized Content

When attempting to create optimized content, there are a few steps that we need to follow.

They include:

1. Perform Keyword Research & Determine Your Topic

While we’ve already identified that your main goal should be to create audience-centric content, keyword research is necessary to ensure that the resulting content can be found through search engines.

A few things to keep in mind when choosing your keywords and topic:

  • Focus on Long-Tail Keywords
  • Avoid Highly Competitive Keywords With Massive Search Numbers
  • Use a Proven Keyword Research Tool
  • Match Your Topic to Your Keyword

2. Develop Your Outline & Format for Optimal Readability

As you’re creating your outline, be sure that you’re formatting your core content so that it’s broken down into small chunks.

Online readers have incredibly short attention spans. And they’re not going to stick around if your article is just one ginormous paragraph.

It’s best to stick with paragraphs that are 1-2 sentences in length, although it’s all right if they stretch to 3-4 shorter sentences.

You’ll also want to be sure that you’re inserting sub-headers and/or visuals every 150-300 words to break up the content even further.

As you can see from the graph below, website engagement impacts organic rankings.

Time on Site vs. Organic Position graph

And, if you want to increase engagement, readability is crucial.

Example of Properly Formatted Content

Here’s an example of a page that is formatted for optimal readability:

Example of properly formatted content

As you can see, most of the paragraphs are only a sentence or two long.

The text is also broken up using subheadings every 100-200 words.

Example of Poorly Formatted Content

On the other end of the spectrum, here’s an example of a post that’s likely to send readers away directly:

Example of poorly formatted content

In this post, the content itself is fine. The problem is the extremely long sentences and paragraphs.

With better formatting, the author could easily increase visitors’ average time on site.

3. Stick to Your Topic & Target Keyword

As you begin writing your content, keep in mind the importance of sticking to the topic, and target keyword that you’ve chosen.

Don’t try to write about everything and anything within a single piece of content. And don’t try to target dozens of keywords.

Doing so is not only a huge waste of time, but it also prevents you from creating the most “useful and relevant” content on your topic.

Focus on what you’ve chosen as your topic and stay hyper-relevant to that topic and the keyword that supports it.

Brian Harnish’s Local SEO Guide for Beginners is a great example of an author staying hyper-relevant to a specific topic and keyword.

Just by looking at his title, the topic and target keyword are immediately clear.

And, due to this focus, Harnish’s guide ranks on the first page of Google for the phrase ‘local SEO guide.’

Hyper-relevant to topic and keyword example

4. Include Backlinks Throughout Your Content

If you read the local SEO guide, you’ll notice that Harnish includes several links to external sites.

Since Google has made it clear that credibility is an important SEO factor, linking to relevant, trustworthy, and authoritative sites can help ensure that search engines see your content as credible.

Be sure, however, that the words you’re using for the link are actually relevant to the site the user will be sent to.

For example, take a look at this sentence:

“You need to understand how to create a compelling headline for your content.”

If you were to link to a resource showing the reader how to create compelling headlines, you’d want to link the bolded portion shown below:

“You need to understand how to create a compelling headline for your content.”

In most cases, it’s recommended that you keep your links to six words or fewer.

How to Optimize Your Content Once It’s Created

Now onto the “technical” part of content optimization.

The most important steps include optimizing the following:

  • Title Tag
  • Meta Description
  • URL

Let’s take a look at how to complete each step.

1. How to Optimize Your Title Tag

When a user performs a search, the title tag is the clickable headline that they see at the top of each result.

For reference, it’s the highlighted portion in the image below:

Optimized title tag in search results

Title tags are important for a few reasons. First and foremost, they help search engines understand what your page is about.

In addition, they can be a determining factor for which search result a user chooses.

To optimize your title tag, you’ll want to be sure of the following:

  • Keep it under 60 characters.
  • Don’t stuff multiple keywords into the title.
  • Be specific about what the content is about.
  • Place target keywords at the beginning.

The example above is a good one.

Here’s an example of a tag that fails to follow these guidelines:

poorly optimized title tag

The difference between the two is clear, and it shows the importance of optimizing your title tags.

2. How to Optimize Your Meta Description

Your meta description is the small snippet of text that appears under the title tag and URL.

When performing a search, it’s the section that’s circled below:

Optimized meta description

While Google has said that meta descriptions don’t have a direct impact on rankings, they do affect whether a user clicks on your page.

And click-through rate can have an indirect impact on rankings as well.

As far as meta description best practices, you should:

  • Keep it under 160 characters.
  • Provide a short, specific overview of what the content is about.
  • Include relevant keywords (they will be highlighted when a user sees search results).

The example above shows a well put together description. Here’s an example of one that could use some work:

poorly optimized meta description

3. How to Optimize Your URL

Your URL structure is another component of SEO that has an indirect impact on rankings, as it can be a factor that determines whether a user clicks on your content.

Readability is most important here, as it ensures that search users aren’t scared off by long and mysterious URLs.

The image below provides a great example of how URL readability can affect the way a user sees results.

Scale of url readability

So, Why is Content Important for SEO?

The answer?

Because when content is optimized, it drastically improves your visibility.

And without visibility and exposure, your content is just another one of the millions of articles that are posted every day on the web.

Nobody sees it.

Nobody shares it.

Nobody does anything with it.

But it’s actually easy to get visible when you know what to do.

Sometimes, it can be the difference of something as small as writing optimized, unique meta descriptions for all your pages to send a huge visibility boost to Google.

If you want visibility and exposure, you have to commit yourself to the grind of consistently creating optimized content.


Featured Image Credit: Paulo Bobita

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What Is It & How To Write It

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What Is It & How To Write It

In this guide, you will learn about alternative text (known as alt text): what it is, why it is important for on-page SEO, how to use it correctly, and more.

It’s often overlooked, but every image on your website should have alt text. More information is better, and translating visual information into text is important for search engine bots attempting to understand your website and users with screen readers.

Alt text is one more source of information that relates ideas and content together on your website.

This practical and to-the-point guide contains tips and advice you can immediately use to improve your website’s image SEO and accessibility.

What Is Alt Text?

Alternative text (or alt text) – also known as the alt attribute or the alt tag (which is not technically correct because it is not a tag) – is simply a piece of text that describes the image in the HTML code.

What Are The Uses Of Alt Text?

The original function of alt text was simply to describe an image that could not be loaded.

Many years ago, when the internet was much slower, alt text would help you know the content of an image that was too heavy to be loaded in your browser.

Today, images rarely fail to load – but if they do, then it is the alt text you will see in place of an image.

Screenshot from Search Engine Journal, May 2024

Alt text also helps search engine bots understand the image’s content and context.

More importantly, alt text is critical for accessibility and for people using screen readers:

  • Alt text helps people with disabilities (for example, using screen readers) learn about the image’s content.

Of course, like every element of SEO, it is often misused or, in some cases, even abused.

Let’s now take a closer look at why alt text is important.

Why Alt Text Is Important

The web and websites are a very visual experience. It is hard to find a website without images or graphic elements.

That’s why alt text is very important.

Alt text helps translate the image’s content into words, thus making the image accessible to a wider audience, including people with disabilities and search engine bots that are not clever enough yet to fully understand every image, its context, and its meaning.

Why Alt Text Is Important For SEO

Alt text is an important element of on-page SEO optimization.

Proper alt text optimization makes your website stand a better chance of ranking in Google image searches.

Yes, alt text is a ranking factor for Google image search.

Depending on your website’s niche and specificity, Google image search traffic may play a huge role in your website’s overall success.

For example, in the case of ecommerce websites, users very often start their search for products with a Google image search instead of typing the product name into the standard Google search.

Screenshot from search for [Garmin forerunner]Screenshot from search for [Garmin forerunner], May 2024

Google and other search engines may display fewer product images (or not display them at all) if you fail to take care of their alt text optimization.

Without proper image optimization, you may lose a lot of potential traffic and customers.

Why Alt Text Is Important For Accessibility

Visibility in Google image search is very important, but there is an even more important consideration: Accessibility.

Fortunately, in recent years, more focus has been placed on accessibility (i.e., making the web accessible to everyone, including people with disabilities and/or using screen readers).

Suppose the alt text of your images actually describes their content instead of, for example, stuffing keywords. In that case, you are helping people who cannot see this image better understand it and the content of the entire web page.

Let’s say one of your web pages is an SEO audit guide that contains screenshots from various crawling tools.

Would it not be better to describe the content of each screenshot instead of placing the same alt text of “SEO audit” into every image?

Let’s take a look at a few examples.

Alt Text Examples

Finding many good and bad examples of alt text is not difficult. Let me show you a few, sticking to the above example with an SEO audit guide.

Good Alt Text Examples

So, our example SEO guide contains screenshots from tools such as Google Search Console and Screaming Frog.

Some good examples of alt text may include:

”The
”Google
”List
”Screaming

Tip: It is also a good idea to take care of the name of your file. Using descriptive file names is not a ranking factor, but I recommend this as a good SEO practice.

Bad And/Or Spammy Alt Text Examples

I’ve also seen many examples of bad alt text use, including keyword stuffing or spamming.

Here is how you can turn the above good examples into bad examples:

”google search console coverage report
”google
”seo
”seo

As you can see, the above examples do not provide any information on what these images actually show.

You can also find examples and even more image SEO tips on Google Search Central.

Common Alt Text Mistakes

Stuffing keywords in the alt text is not the only mistake you can make.

Here are a few examples of common alt text mistakes:

  • Failure to use the alt text or using empty alt text.
  • Using the same alt text for different images.
  • Using very general alt text that does not actually describe the image. For example, using the alt text of “dog” on the photo of a dog instead of describing the dog in more detail, its color, what it is doing, what breed it is, etc.
  • Automatically using the name of the file as the alt text – which may lead to very unfriendly alt text, such as “googlesearchconsole,” “google-search-console,” or “photo2323,” depending on the name of the file.

Alt Text Writing Tips

And finally, here are the tips on how to write correct alt text so that it actually fulfills its purpose:

  • Do not stuff keywords into the alt text. Doing so will not help your web page rank for these keywords.
  • Describe the image in detail, but still keep it relatively short. Avoid adding multiple sentences to the alt text.
  • Use your target keywords, but in a natural way, as part of the image’s description. If your target keyword does not fit into the image’s description, don’t use it.
  • Don’t use text on images. All text should be added in the form of HTML code.
  • Don’t write, “this is an image of.” Google and users know that this is an image. Just describe its content.
  • Make sure you can visualize the image’s content by just reading its alt text. That is the best exercise to make sure your alt text is OK.

How To Troubleshoot Image Alt Text

Now you know all the best practices and common mistakes of alt text. But how do you check what’s in the alt text of the images of a website?

You can analyze the alt text in the following ways:

Inspecting an element (right-click and select Inspect when hovering over an image) is a good way to check if a given image has alt text.

However, if you want to check that in bulk, I recommend one of the below two methods.

Install Web Developer Chrome extension.

Screenshot of Web Developer Extension in Chrome by authorScreenshot from Web Developer Extension, Chrome by author, May 2024

Next, open the page whose images you want to audit.

Click on Web Developer and navigate to Images > Display Alt Attributes. This way, you can see the content of the alt text of all images on a given web page.

The alt text of images is shown on the page.Screenshot from Web Developer Extension, Chrome by author, May 2024

How To Find And Fix Missing Alt Text

To check the alt text of the images of the entire website, use a crawler like Screaming Frog or Sitebulb.

Crawl the site, navigate to the image report, and review the alt text of all website images, as shown in the video guide below.

You can also export only images that have missing alt text and start fixing those issues.

Alt Text May Not Seem Like A Priority, But It’s Important

Every source of information about your content has value. Whether it’s for vision-impaired users or bots, alt text helps contextualize the images on your website.

While it’s only a ranking factor for image search, everything you do to help search engines understand your website can potentially help deliver more accurate results. Demonstrating a commitment to accessibility is also a critical component of modern digital marketing.

FAQ

What is the purpose of alt text in HTML?

Alternative text, or alt text, serves two main purposes in HTML. Its primary function is to provide a textual description of an image if it cannot be displayed. This text can help users understand the image content when technical issues prevent it from loading or if they use a screen reader due to visual impairments. Additionally, alt text aids search engine bots in understanding the image’s subject matter, which is critical for SEO, as indexing images correctly can enhance a website’s visibility in search results.

Can alt text improve website accessibility?

Yes, alt text is vital for website accessibility. It translates visual information into descriptive text that can be read by screen readers used by users with visual impairments. By accurately describing images, alt text ensures that all users, regardless of disability, can understand the content of a web page, making the web more inclusive and accessible to everyone.

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Google Dials Back AI Overviews In Search Results, Study Finds

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Photo of a mobile device in mans hand with generative google AI Overview on the screen.

According to new research, Google’s AI-generated overviews have undergone significant adjustments since the initial rollout.

The study from SE Ranking analyzed 100,000 keywords and found Google has greatly reduced the frequency of AI overviews.

However, when they appear, they’re more detailed than they were previously.

The study digs into which topics and industries are more likely to get an AI overview. It also looks at how the AI snippets interact with other search features like featured snippets and ads.

Here’s an overview of the findings and what they mean for your SEO efforts.

Declining Frequency Of AI Overviews

In contrast to pre-rollout figures, 8% of the examined searches now trigger an AI Overview.

This represents a 52% drop compared to January levels.

Yevheniia Khromova, the study’s author, believes this means Google is taking a more measured approach, stating:

“The sharp decrease in AI Overview presence likely reflects Google’s efforts to boost the accuracy and trustworthiness of AI-generated answers.”

Longer AI Overviews

Although the frequency of AI overviews has decreased, the ones that do appear provide more detailed information.

The average length of the text has grown by nearly 25% to around 4,342 characters.

In another notable change, AI overviews now link to fewer sources on average – usually just four links after expanding the snippet.

However, 84% still include at least one domain from that query’s top 10 organic search results.

Niche Dynamics & Ranking Factors

The chances of getting an AI overview vary across different industries.

Searches related to relationships, food and beverages, and technology were most likely to trigger AI overviews.

Sensitive areas like healthcare, legal, and news had a low rate of showing AI summaries, less than 1%.

Longer search queries with ten words were more likely to generate an AI overview, with a 19% rate indicating that AI summaries are more useful for complex information needs.

Search terms with lower search volumes and lower cost-per-click were more likely to display AI summaries.

Other Characteristics Of AI Overviews

The research reveals that 45% of AI overviews appear alongside featured snippets, often sourced from the exact domains.

Around 87% of AI overviews now coexist with ads, compared to 73% previously, a statistic that could increase competition for advertising space.

What Does This Mean?

SE Ranking’s research on AI overviews has several implications:

  1. Reduced Risk Of Traffic Losses: Fewer searches trigger AI Overviews that directly answer queries, making organic listings less likely to be demoted or receive less traffic.
  2. Most Impacted Niches: AI overviews appear more in relationships, food, and technology niches. Publishers in these sectors should pay closer attention to Google’s AI overview strategy.
  3. Long-form & In-Depth Content Essential: As AI snippets become longer, companies may need to create more comprehensive content beyond what the overviews cover.

Looking Ahead

While the number of AI overviews has decreased recently, we can’t assume this trend will continue.

AI overviews will undoubtedly continue to transform over time.

It’s crucial to monitor developments closely, try different methods of dealing with them, and adjust game plans as needed.


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10 Tips on How to Rock a Small PPC Budget

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10 Tips on How to Rock a Small PPC Budget

Many advertisers have a tight budget for pay-per-click (PPC) advertising, making it challenging to maximize results.

One of the first questions that often looms large is, “How much should we spend?” It’s a pivotal question, one that sets the stage for the entire PPC strategy.

Read on for tips to get started or further optimize budgets for your PPC program to maximize every dollar spent.

1. Set Expectations For The Account

With a smaller budget, managing expectations for the size and scope of the account will allow you to keep focus.

A very common question is: How much should our company spend on PPC?

To start, you must balance your company’s PPC budget with the cost, volume, and competition of keyword searches in your industry.

You’ll also want to implement a well-balanced PPC strategy with display and video formats to engage consumers.

First, determine your daily budget. For example, if the monthly budget is $2,000, the daily budget would be set at $66 per day for the entire account.

The daily budget will also determine how many campaigns you can run at the same time in the account because that $66 will be divided up among all campaigns.

Be aware that Google Ads and Microsoft Ads may occasionally exceed the daily budget to maximize results. The overall monthly budget, however, should not exceed the Daily x Number of Days in the Month.

Now that we know our daily budget, we can focus on prioritizing our goals.

2. Prioritize Goals

Advertisers often have multiple goals per account. A limited budget will also limit the number of campaigns – and the number of goals – you should focus on.

Some common goals include:

  • Brand awareness.
  • Leads.
  • Sales.
  • Repeat sales.

In the example below, the advertiser uses a small budget to promote a scholarship program.

They are using a combination of leads (search campaign) and awareness (display campaign) to divide up a daily budget of $82.

Screenshot from author, May 2024

The next several features can help you laser-focus campaigns to allocate your budget to where you need it most.

Remember, these settings will restrict traffic to the campaign. If you aren’t getting enough traffic, loosen up/expand the settings.

3. Location Targeting

Location targeting is a core consideration in reaching the right audience and helps manage a small ad budget.

To maximize a limited budget, you should focus on only the essential target locations where your customers are located.

While that seems obvious, you should also consider how to refine that to direct the limited budget to core locations. For example:

  • You can refine location targeting by states, cities, ZIP codes, or even a radius around your business.
  • Choosing locations to target should be focused on results.
  • The smaller the geographic area, the less traffic you will get, so balance relevance with budget.
  • Consider adding negative locations where you do not do business to prevent irrelevant clicks that use up precious budget.

If the reporting reveals targeted locations where campaigns are ineffective, consider removing targeting to those areas. You can also try a location bid modifier to reduce ad serving in those areas.

managing ppc budget by location interactionScreenshot by author from Google Ads, May 2024

4. Ad Scheduling

Ad scheduling also helps to control budget by only running ads on certain days and at certain hours of the day.

With a smaller budget, it can help to limit ads to serve only during hours of business operation. You can choose to expand that a bit to accommodate time zones and for searchers doing research outside of business hours.

If you sell online, you are always open, but review reporting for hourly results over time to determine if there are hours of the day with a negative return on investment (ROI).

Limit running PPC ads if the reporting reveals hours of the day when campaigns are ineffective.

Manage a small ppc budget by hour of dayScreenshot by author from Google Ads, May 2024

5. Set Negative Keywords

A well-planned negative keyword list is a golden tactic for controlling budgets.

The purpose is to prevent your ad from showing on keyword searches and websites that are not a good match for your business.

  • Generate negative keywords proactively by brainstorming keyword concepts that may trigger ads erroneously.
  • Review query reports to find irrelevant searches that have already led to clicks.
  • Create lists and apply to the campaign.
  • Repeat on a regular basis because ad trends are always evolving!

6. Smart Bidding

Smart Bidding is a game-changer for efficient ad campaigns. Powered by Google AI, it automatically adjusts bids to serve ads to the right audience within budget.

The AI optimizes the bid for each auction, ideally maximizing conversions while staying within your budget constraints.

Smart bidding strategies available include:

  • Maximize Conversions: Automatically adjust bids to generate as many conversions as possible for the budget.
  • Target Return on Ad Spend (ROAS): This method predicts the value of potential conversions and adjusts bids in real time to maximize return.
  • Target Cost Per Action (CPA): Advertisers set a target cost-per-action (CPA), and Google optimizes bids to get the most conversions within budget and the desired cost per action.

7. Try Display Only Campaigns

display ads for small ppc budgetsScreenshot by author from Google Ads, May 2024

For branding and awareness, a display campaign can expand your reach to a wider audience affordably.

Audience targeting is an art in itself, so review the best options for your budget, including topics, placements, demographics, and more.

Remarketing to your website visitors is a smart targeting strategy to include in your display campaigns to re-engage your audience based on their behavior on your website.

Let your ad performance reporting by placements, audiences, and more guide your optimizations toward the best fit for your business.

audience targeting options for small ppc budgetScreenshot by Lisa Raehsler from Google Ads, May 2024

8. Performance Max Campaigns

Performance Max (PMax) campaigns are available in Google Ads and Microsoft Ads.

In short, automation is used to maximize conversion results by serving ads across channels and with automated ad formats.

This campaign type can be useful for limited budgets in that it uses AI to create assets, select channels, and audiences in a single campaign rather than you dividing the budget among multiple campaign types.

Since the success of the PMax campaign depends on the use of conversion data, that data will need to be available and reliable.

9. Target Less Competitive Keywords

Some keywords can have very high cost-per-click (CPC) in a competitive market. Research keywords to compete effectively on a smaller budget.

Use your analytics account to discover organic searches leading to your website, Google autocomplete, and tools like Google Keyword Planner in the Google Ads account to compare and get estimates.

In this example, a keyword such as “business accounting software” potentially has a lower CPC but also lower volume.

Ideally, you would test both keywords to see how they perform in a live campaign scenario.

comparing keywords for small ppc budgetsScreenshot by author from Google Ads, May 2024

10. Manage Costly Keywords

High volume and competitive keywords can get expensive and put a real dent in the budget.

In addition to the tip above, if the keyword is a high volume/high cost, consider restructuring these keywords into their own campaign to monitor and possibly set more restrictive targeting and budget.

Levers that can impact costs on this include experimenting with match types and any of the tips in this article. Explore the opportunity to write more relevant ad copy to these costly keywords to improve quality.

Every Click Counts

As you navigate these strategies, you will see that managing a PPC account with a limited budget isn’t just about monetary constraints.

Rocking your small PPC budgets involves strategic campaign management, data-driven decisions, and ongoing optimizations.

In the dynamic landscape of paid search advertising, every click counts, and with the right approach, every click can translate into meaningful results.

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