Getting the most for your marketing dollars, (even if it costs more).

By January 3, 2019 General No Comments
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Here at d.trio, we work within tight budgets all the time. So we’ve become pretty good at squeezing every cent from each and every dollar.

Sometimes, a small budget can be an asset. It can force you to be more resourceful and push you to come up unique solutions. That’s because the power of a great idea can make a huge impact, often overcoming some of the obstacles accompanying a modest budget.

On the other hand, sometimes less isn’t more. Sometimes, less is just less. And sometimes, it doesn’t even give your brand a fair chance.

Take Search Engine Marketing, for example.

When purchasing AdWords, a small budget can really hamper your campaign, making it difficult to be competitive in prime searches. In essence, it’s like buying a billboard on a deserted street. You save money, sure. But you’re not getting a response that justifies the cost. By spending less, you could be throwing your money away.

This can happen the other way, too. By increasing your budget, you can experience exponential increases in results that give you much more bang for your buck.

We recently experienced this for ourselves. Two of our clients were getting a solid response with their digital campaigns but wanted to test a higher budget. By doubling their AdWords spend: (The results have been averaged for simplicity.)

  • Impressions increased 167%
  • Click-through rates increased 150%
  • Leads jumped 158%

As you can see, doubling the budget more than doubled impressions, traffic, and clicks. It also drove better quality leads, as we were able to win more placements in prime locations. And, because the media plan wasn’t so limiting, planning was easier and less complicated. As a result, we actually billed less agency time due to the increased budgets—so more of our clients’ money could go toward their AdWords buys.

But what if you don’t have the luxury of doubling your budget? All is not lost. Below are some tips from Google for making the most of your digital ad buys.

  • Decrease your bids. While this will likely lower your position, it will prevent you from hitting your limits and potentially get you more exposure.
  • Try ad scheduling. Go with daily ad distributions and monitor closely to find prime pockets of time that may be overlooked.
  • Study geography. Study where your campaign resonates most and put your focus in these areas.
  • Work your negative key word list. Study your clicks and add to your negative list any clicks that weren’t of value.

Another great way to get better results from your budget—no matter how large or small—is to work with a proven digital ad specialist. At d.trio, we’re digital marketing experts who know how to stretch AdWords budgets further and deliver impressive results for our clients. To see what we can do for you, contact us today.

Author Maureen Dyvig

Maureen is one of the founding partners of d.trio.

More posts by Maureen Dyvig

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