Tips voor advertentiecampagnes met een beperkt budget

Bij het zien van de gemiddelde klikprijzen voor zoekwoorden met een hoog zoekvolume kan de moed je in de schoenen zakken. Gelukkig zijn er genoeg succesverhalen van adverteerders die ooit met een laag budget begonnen zijn wat bewijst dat er geen groot budget nodig is om resultaat te boeken. Onze 5 simpele AdWords tips laten zien hoe je iedere euro slim kunt inzetten.

1. Begrijp hoe AdWords werkt

Enige kennis van AdWords is vereist om onnodige fouten te voorkomen. Zo is het belangrijk om te weten dat Google kwalitatieve advertenties beloond met lagere klikprijzen. Ieder zoekwoord dat je gebruikt wordt beoordeeld met een score welke door de volgende factoren bepaald worden:

  • Relevantie advertentieteksten aan de zoekopdracht
  • Relevantie bestemmingspagina: worden verwachtingen waar gemaakt?
  • Klikfrequentie: hoe vaak wordt er op je advertentie geklikt?

Uiteraard denkt Google ook aan de eigen zakcenten. Hoe hoger het bod op een zoekwoord, hoe vaker de advertentie getoond wordt. Ja, wat dat betreft hebben adverteerders met een ruim budget een voordeel. Wie ‘klein is’ moet daarom slim zijn. Gerichte optimalisatie brengt de klikprijs omlaag, verhoogt het aantal vertoningen en verbetert de rankings in de zoekresultaten. Optimalisatie is zo belangrijk dat we besloten er een aparte paragraaf aan te wijden (zie tip 5).

2. Richt je op voordelige zoekwoorden

Bij conversiegerichte zoekwoorden met een hoge concurrentie ligt de klikprijs al gauw boven een euro. De minimale prijs per zoekwoord wordt grotendeels door de mate van concurrentie bepaald.

Richt je daarom op laag concurrerende zoekwoorden met enige zoekvolume wat het totaal aantal zoekopdrachten per term betekent. Vaak zijn deze zoekwoorden een stuk specifieker, waardoor je ook nog eens relevantere bezoekers naar je website krijgt. Regionaal adverteren is hier een goed voorbeeld van. Zo ligt de minimale klikprijs voor ‘Parkeren Amsterdam’ hoger dan bij ‘Parkeren Amsterdam Bijlmer’.

Ook kan het slim zijn om bepaalde zoekwoorden uit te sluiten. Hier schreven wij eerder een  beginnershandleiding voor.


3. Richt je op één campagne

Heb je een laag budget dan kun je je niet permitteren om op meerdere netwerken te adverteren. Voor de meeste websites met een laag budget is adverteren in het zoeknetwerk van Google de meest interessante optie. Bij deze vorm van adverteren geeft de gebruiker zijn behoeften aan de hand van zoekwoorden aan. Dit maakt het eenvoudiger om verwachtingen tegemoet te komen.

Bij het display netwerk of adverteren op YouTube is de gebruiker niet per se op zoek naar bepaalde producten of diensten, waardoor deze netwerken eerder geschikt zijn om je naamsbekendheid te vergroten. Wil je direct resultaat zien dan adverteer je in het zoeknetwerk.

4. Focus alleen op mobiele- of desktop gebruikers

Bij het aanmaken van een advertentie kun je instellen aan wie deze getoond moet worden. Tegenwoordig worden zoekopdrachten vanaf verschillende devices uitgevoerd. Zo kan een smartphonegebruiker andere behoeften hebben dan een desktop gebruiker.

Door goed naar de behoeften van de gebruiker te kijken wordt gericht adverteren eenvoudiger. Dit levert relevante bezoekers op en resulteert in lagere klikprijzen. Als adverteerder met een laag budget heb je niet de ruimte om het grootschalig aan te pakken. Je zult keuzes moeten maken door jezelf deze vraag te stellen: brengt de focus op mobiele- of desktop gebruikers mij dichterbij mijn doel?

mobiel en desktop

5. Optimalisatie is de sleutel tot succes

Er is altijd ruimte voor verbetering. Door constant de resultaten in de gaten te houden en gericht verbeteringen door te voeren verlaag je de gemiddelde klikprijzen, wordt er vaker op je advertenties geklikt en zet je meer bezoekers om in klanten.

Bij AdWords optimalisatie ligt de focus op de lijst met zoekwoorden, de biedprijzen en de advertentieteksten. Merk je dat je voldoende bezoekers krijgt maar dat deze niet goed converteren? Dan is er waarschijnlijk iets mis met je landingspagina. Een conversie kan een informatie aanvraag, aanmelding of een transactie.

AdWords optimalisatie is niet eenvoudig en vereist vakkennis en ervaring. Schakel onze experts in om iedere euro maximaal te benutten.

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