Content marketing is used by businesses of all sizes and in all industries. In some cases, businesses have large marketing budgets and are able to put hundreds of thousands of dollars towards content marketing initiatives. That’s certainly not always the case, however. One of the questions I am often asked is: “What kind of content marketing can I do on a very limited budget?” One of the many positives of employing content marketing in your marketing plan is that it can be done on a budget and still produce worthwhile results. Consider the following scenario: you have $1,000 per month you can allocate to outsourcing, and you have six hours per week (24 hours per month) that you can spend creating, editing or promoting content. How can you make the most of your budget and time? Budget By Content Medium Often times, the content medium will dictate how much money you spend on a content project – depending on whether you need to outsource the work or not. … [Read more...] about Content Marketing on a Limited Budget
For a long time, I thought utilizing a strong Landing Page Optimization program was only available to large companies with large budgets. The software to create landing pages on the fly by keyword is pricey, and the learning curve is significant. If you have the time, budget and manpower to utilize a design team and software that builds a landing page for every paid, organic, social and email marketing keyword or blast you send — Awesome! The reality is, most of us do have time and budget limitations. Getting permission to spend thousands on software isn’t likely, but that doesn’t mean you have to give up on the idea. Think a bit deeper and build your landing pages for multiple purposes. In the past, we would build a website, and send clicks to the homepage of that site. Then we got smart, and sent those same clicks to more relevant pages on the site. Then Landing Page Optimization was invented and we started hearing we needed a new page for every keyword, and the … [Read more...] about How To Build Multi-Purpose Landing Pages For Small Budget Advertising
No matter what level your paid search program is operating at, whether small business or enterprise, inevitably some campaigns will outgrow the daily budgets that were set to sustain them. Aggressive keyword expansion or increasing CPCs due to competition could be two contributing factors. Until these budgets can be expanded, your campaigns will be limited. Optimizing a campaign that’s limited by budget is one of the toughest tasks for a search marketer. A limited budget not only eliminates opportunities to expand on keywords and campaigns, but can hinder the execution of other crucial optimization strategies. To help solve this challenge, we’ll discuss seven strategies that will help you get the most out of your budget-capped campaigns. As you’ll notice, these strategies carry a common theme—removing areas of your campaign’s traffic that perform worse than others. 1. Adjust Your Ad Scheduling Not all hours of your business day are created equal. In other … [Read more...] about 7 Optimization Strategies For A Limited Daily Search Budget
Everyone running a PPC account typically has a budgeting question they are trying to figure out. For those with a tighter ad budget, the question becomes, “How do I get the most leads for this limited amount of spend I have?” Larger accounts run into their own problems; finding points of diminishing returns and making small gains in efficiency while maintaining spend levels at a point that generates the growth you need can be a headache. If you take away one point from this, it’s that search impression share may be the most ignored primary metric for most PPC managers who are up against a budget. Search impression share is the number of impressions your ads actually received, compared to the potential number they could have received. For example, if there were 100 searches for keyword X, and you received 75 impressions, that would mean you have 75 percent search impression share. This is important to think about because you may be leaving valuable conversions on the … [Read more...] about How should your ad budget impact campaign building?
Google AdWords campaigns are usually not considered cost effective for small and medium sized businesses. In reality, these campaigns can be both useful and budget friendly for smaller budget users when they are carefully managed. By using these tips I have learned after spending more than $40,000 on Google’s advertising product, you can run a successful low budget AdWords campaign. 1) Campaign Objectives: Before you launch an ad campaign, clarify the reason for the campaign: is it to generate traffic, target specific keywords, or as a marketing stunt against your competitors? Being clear about your objective allows you to create a more effective, targeted ad. 3) Extensive Keywords Research: Bid for generic keywords can be very high. So look for unique and longer keywords to compete effectively on a smaller budget. Find effective long tail keywords using your Analytics account to see organic searches leading to your website, Google auto-complete option, and tools like … [Read more...] about How to Manage a Low Budget AdWords campaign