Now is the time to streamline your PPC  advertising expenses. Often when sales are down or people hear bad news about economic conditions there is a temptation to pull the plug on advertising activities, however don’t let this fear hold you back. By planning your Pay Per click marketing more efficiently you can quickly boost your ROI overnight. This increased return on investment is possible when advertisers  fine-tune their paid search listings and get more creative with their Ad Words accounts. These creative ideas will help you to reap the benefits immediately. Many people think that a smaller Pay Per Click budget means a drop in the amount of potential customers, this is of course possible but the key here is to change the scope of your marketing campaign so you receive about the same amount of traffic with less of an expense.

Make your existing advertising budget operate on less cash so your overall advertising overhead will be less of a burden. Here are some things to think about while you streamline your PPC advertising costs:

1. First …or Fourth? – Most PPC accounts carry areas of wasted expense that can be eliminated without sacrificing the top search areas. If you have been advertising on the top position of Google or Yahoo you are loosing valuable money. By moving form the #1 position to the #4 position you can quickly cut your budget in half. Many people think that this lower position will equal lesser profits, yet if someone is truly an interested shopper they will look at multiple options before they make a choice. Besides, the reduced cost of the #4 spot will provide you the opportunity double your exposure with the same amount of spending.

2. Too Many Keywords – If you have been using as many keywords as possible within your ad group, it should come as no surprise that you’re spending lots of your budget with few real conversions. Now is the time to be aggressively deleting irrelevant terms while building a more targeted campaign. Internet users who are searching for your service or product will usually try to reach a supplier in the most direct way possible, if you use long or vague search terms you will not be attracting targeted visitors but rather random searchers who will only add to your expenses. Removing keywords that fall into this category will help you to focus on visitors who are actually interested in the product you have to sell.

3. Landing Page – In order to increase your sales conversions with a reduced budget you need to watch how you refer customers from your PPC ad to your site. If your PPC advertising is sending people straight to your homepage that may be great for your homepage but not necessarily for your sales. Many people who are new to PPC advertising think that by sending visitors to their homepage  their job is complete. However web page conversion studies have shown that by sending potential customers to your sales page with the most targeted information you have a better chance of closing a sale. The problem with sending a potential customer to a homepage is that they may or may not find the information you are offering. By sending the customer to a well designed sales page you will find increased conversions and reduce your bounce rate.

Now is the time to streamline your PPC advertising costs, if you have noticed a reduction in your traffic this can help you increase your traffic and sales. When most people start with Pay Per click advertising they aren’t really sure how to set up their campaign. These tips can help you save in a big way!