4 Tips to Save Money on AdWords.

In these days of digital marketing costs rising every month, cost is getting a more and more critical issue for online advertisers. In fact, the trend is to reduce online budgets.

As an online advertiser, you always aim to get the best results for less budget, and make your campaigns cost effective. In this post we will share with you some tips that will help you save money on your search campaigns.

1. Use Negative Keywords.

If your are using broad, modified broad or phrase match keywords, you absolutely need to make sure you are also using negative match. Using negative match will allow you to exclude irrelevant search terms that might get you clicks (that will cost you), but from the wrong reasons, and those users will not become a paying costumers.

For example, if you sell running shoes, and you have "shoes" as a phrase match. A user searching for [ballet shoes] will see your ads, and might click on them, but your website will be irrelevant for them since you don't actually sell what they are looking for. So, in order to avoid spending your budget on users who search for [ballet shoes] you can use "ballet" as a negative keyword (as a phrase or a broad negative), and avoid any searches related to ballet shoes.

2. Test The Use of Search Partners

When you create a search campaign in Google AdWords, the default settings will be to include search partners. But what are search partners?
Partners are other websites that use Google as their search engine on their website search box. For example, if the website - website.com has a search box in it, and it's a Google search partner, the search results you will see will be powered by Google.

The problem with search partners is that Google doesn't tell you who they are, and how they perform, so you can't really optimize it. But don't worry, there's still something you can do.
The first thing you can do is go to your account and click the segment button. In segment, filter by "Network (with search partner)". That will give you the results of Google.com vs the partners.

Now let's say the partners have good results in terms of conversions, but you don't really know the quality of those users. In order to test that, there's one simple thing you can do. Leave it open for a certain period, and then disable It for some time. Now you can compare the users you got from those two test periods, and see if there's any change in the quality of the users you get.

3.  Be Careful with Match Types

Be extremely carful with your budget for broad and phrase match types. We're not saying you should use exact match only, but the broad and phrase can eat up your budget very quickly and not always in a good way.

So if you are using negative keywords as we suggested above, it will really help you not spending budget on useless search terms, but you should still pay attention to those keywords, since you will always find new search terms you will need to exclude.

4. Avg. Position 1 is not always the best for you.

A lot of search advertisers tend to focus on getting the highest possible avg. position and aiming towards #1. Being th first result on the SERP is NOT ALWAYS the best thing. A lot of times it will attract the wrong users who will just click the first thing they see. Add that to the fact that you will have to pay a higher CPC in order to be #1, you will usually lose money on those keywords. So unless it's your brand Keywords, being 2 -3 should be ok for you.

We hope this post helped you, and you are now ready to save money on AdWords and get a better ROI on your online spend.

8 Killer Tips for Facebook Advertising

So you decided you want to promote your website, mobile app, Facebook page or anything else on Facebook.

Facebook advertising can be a super booster to your online advertising results, but it can also drain your marketing budget faster than you will notice. Here at PPC For You we gathered this 10 Killer Tips for Facebook advertising to help you get started.

1. Create Awesome Content.

The first and most important key for a successful Facebook campaign. Most users are login in to Facebook several times a day, especially thorough the Facebook mobile app. An average Facebook user see a large number of posts every time he logs in.

Make sure your post stands out from the various posts. Your image is the most important factor. Make sure your image illustrates what you are offering. Don't waste your image on plain picture of smiling people. Design your own image, that separate you from all the others that are buying images from Shutterstock and such. 

When you design your image remember, Facebook allows only 20% out of the image to be text, and from a good reason. Choose the right image to illustrate your offer, and make sure the 20% text you are allowed is the one short, important and catchy phrase you would like to pop up on the users news feed.

2. Keep it Short.

So you are done with preparing your image, and now you are ready to create your post. The best way to do it is using the Facebook Power Editor. (See an explanation on the Facebook Power Editor here)

When you create your post, there are a few text boxes you need to fill up. Let's review them:

Description - The description is a short explanation of your offer that appears above the image. Keep it short, simple and informative. When a user slide's his finger through, or scroll down his news feed, only a post that catches the eye will cause an engagement. A long text may seem boring and make the user go on and keep scrolling.

Headline - Headline as a bit of a confusing name for this, since this is the text that appears below the image. Saying that, it is the most important text box you will have to fill. The headline appears in bold large font, and it's the second thing you will pay attention to in the post after the image caught your eye. Make sure the headline is catchy, stand out the benefit you are offering. Do not waste this space on your brand name. Your brand name appears on the top of the post anyway (actually, it's how you called your Facebook page).

Make sure your headline is short enough to appear on mobile devices as well. A long text will be cut by Facebook in the middle and you might lose the "click appeal" of your ad.

URL - this is a plain display of your URL, so you should write yourwebsite.com/whatever

3. Choose the right structure.

You finished creating your awesome post, and now all you have to do is set up the campaign. If you are not familiar with the ways to set up campaigns on Facebook you can get all the information you need here.

There are a few ways to divide your campaigns and ad sets, and each advertiser has his own way to do it. We suggest to start with a simple, one campaign per each objective you have. For example, if advertise your mobile app and sending traffic to your website, you should have two different campaigns, one for each target.
So how should you divide your ad sets? Let's see how in tips 4-6...

4. Carefully choose your audience.

After making your awesome content and posts, now it's time to choose who do you want to see it. There are many different ways to target users on Facebook. You can choose to target by gender, age, interests and many more categories. Before you start, try to think who are the users you would like to see your ads, and choose your audience carefully. Choosing the wrong audience will make you waste your advertising budget. 

Making the right people see the ads that are relevant to them can make wonders to your online marketing efforts. 

5. Geo target.

Different countries has different sizes of audiences, and different level of competition between advertisers. Therefore, different geos requires different bids and budgets. Not to mention that obviously if there are different languages, different posts required.

6. Split By Placement

As mentioned earlier in this post most of the traffic you will get from Facebook will be from mobile devices. This is great if you advertise a mobile app, but may become a bit tricky if you advertise a different offer, or if your offer is based mainly on desktop users. 

Splitting  your campaigns or ad sets by platforms give you the ability to allocate different budgets and bids to desktop and mobile. Desktop usually converts much better, so you might want to bid higher for desktop traffic than mobile.

Don't forget, there are also Right Side Ads on Facebook. Right side ads can bring a lot of traffic to your ads, but the CTR will be very low.

7. Bid for what you need.

There are a few bidding options in Facebook. You can bid for clicks, impressions or conversions.
Choosing the right bidding is depended on what you are trying to reach and the size of your audience.
We would recommend bidding for clicks for an audience smaller than 100K, and bidding for conversions for an audience bigger than 100K.

8.  Don't Assume, Test!

Well this is basic for every campaigns manager. If you won't test different pists, bids and general strategies you won't know what's working for you.

Now you are ready to go. Good luck with your Facebook campaigns.