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I have a limited budget, and the keywords in my industry are very expensive. What can I do?

I have a limited budget, and the keywords in my industry are very expensive. What can I do?

If you have a limited budget in a very expensive and competitive market, you need to change your goal and strategy from brand awareness first to direct response later.

The key is to make your brand, and brand keywords searched for more than your products and services most popular keywords. In general, brand campaigns have a much lower CPC (Cost per click).

This strategy is designed to:
– Minimise your budget.
– Get as much targeted traffic as possible at the lowest CPC (Cost per click).
– Increase brand searches, awareness and recognition.
– Increase your reach.
– Increase customers’ engagement.
– Understand your customers’ behaviour.
– Increase conversions and sales.


At the early stages of searching, consumers do not necessarily have a specific brand or a brand preference in mind.

Try to understand their needs.

Your opportunity is: be present, helpful, relevant, useful and personal to their searches.

Traffic increases brand awareness, and brands that offer assistance and good advice win over the customers.

Create a brand that customers can trust and count on.

The importance of brand building
In a survey from Clutch about what makes people click on search ads, twenty-six percent said the reason for they’ve clicked on search ads is the mention of a familiar brand.

Best practices
Search Intent
– Try to understand and predict consumers’ search intent, and what they are looking for, in order to offer them an immediate and quick solution.

– Write ads that offer solutions and answers to your customers’ needs, and lifestyles, rather than trying to directly sell them your products and services.

– Create multi-purpose creative and formats, and be consistent with your message to reach users at different touch points.

Create GDN (Google Display Network) campaigns
Brand awareness is the customer’s ability to recognise a brand image and associated it with a particular product or service. It is therefore very important to get your brand out there.

The GDN (Google Display Network) reaches more than 2 million websites and 90 percent of internet users, it gives you the opportunity to target the right audience.

The cost per click on the GDN is always much cheaper than the Google Search Network. If you have a limited budget and the keywords in your industry are very expensive, the GDN is an ideal solution for your advertising goals.

Refer to GDN campaigns for brand awareness
Search and Display Network.
Display Network Managed Placements.
Display Network Audiences.
Remarketing (If you have an audience of a least 100 active members).
YouTube (If you have videos).
Customer Match (if you have an email list and you’re eligible).

Note: In general, some of these campaigns such as Remarketing, Topics, Placements, In-market and Custom Intent (available with the Display Network Audiences campaign), are also widely used for direct response.

To test each campaign, you need to allocate a minimum daily budget of at least £20.

After 2-3 weeks, once you’ve accrued enough clicks, pause campaigns that did not perform and test new campaigns.

Ultimately, keep only your best performing campaigns.

If you are testing one campaign at a time, I suggest you follow this order:
1. Search and Display Network.
2. Customer Match (if you have an email list and you’re eligible).
3. Remarketing.
4. Display Network Managed Placements (if your placement lists is limited and most sites you would like to target are not included in the Display Network, move this campaign to number 6).
5. Display Network Audiences.
5. YouTube (if you have videos).
6. Gmail.

If you are testing multiple campaigns at the same time (budget permitted), make sure the Remarketing campaign (if you meet the requirements) is always included.

Extract from my Book ‘Making Google Ads Work’.

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