How to Make the Most of Your PPC Budget

digital marketing strategy

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Wouldn’t it be amazing if you had an unlimited PPC budget? If that was the case, your team could do everything to make ad campaigns that deliver incredible results. Unfortunately, that’s not the case for most businesses. 

Even large companies have a limited PPC budget, and marketers are expected to make the most of that budget and still deliver an awesome outcome. 

It is therefore crucial that you learn how to optimize your PPC budget. To help you out, Marvel Marketing, your trusted advertising agency in Calgary, shares some tips:

Bid on High-Value Keywords

If you have a limited PPC budget, you do not want to waste it on low-value keywords. It is therefore important to have the right keywords in mind. Ideally, you should bid on keywords with a high conversion rate and a low cost-per-click (CPC).

Be on the Right Platforms

Once you have chosen the right keywords, it is time to think about which platforms to use. There are many platforms on the market, including Google, Bing, Facebook, LinkedIn, and Twitter.

The best choice would be to use a blend of platforms. However, it is vital to be on the right platform to achieve the best results.

For example, if you are selling a financial product or service, Facebook or Twitter are not the best platforms. You need to be on Google AdWords or Bing Ads to target your audience.

However, if you are selling a product that is specifically related to a certain interest, then these platforms can be your best bet. For example, if you are selling sports shoes, you can be on Twitter, Instagram, and other social networks.

Eliminate Irrelevant Placements

Most businesses want to be on all the platforms and display ads on every webpage. However, this is not the best way to optimize your PPC budget.

A better option is to choose the right websites to advertise on. If you are not getting results on Google, try Facebook or vice-versa. Make sure you have done your homework well.


Another way to optimize your PPC budget is to retarget. Companies are not only limited to advertising to a new audience. They can also become aware of the customers who have visited the website and send relevant ads.

This is something you should never forget to do. Use the retargeting function wisely so that you get the best results.

Try Google’s Smart Bidding

If you are new to PPC marketing, Google’s Smart Bidding is something you should try. The tool allows marketers to set a maximum bid that can be automatically raised or lowered based on the results.

As a result, advertisers will not set their bids manually every day. Instead, they can set a maximum bid that they can go as high as they want.

For example, you can set the maximum bid at $10. When you get traffic, you can raise your bids higher and higher.

However, if you get no results, you can lower it. This will help you save money and deliver better results. Marketers can also control what to bid on.


Optimizing your PPC budget is not always easy. For some businesses, it can easily run out of money. To get the best results and make the most of your PPC budget.

The tips above are some of the things you should do. They will help you optimize your PPC budget and achieve excellent results. It’s also advisable that you work with a digital marketing company with a proven track record when it comes to PPC campaigns. 

Marvel Marketing is one of the best digital marketing companies in Calgary that can help you with your PPC campaigns and other strategies. Contact us to know more about our services!

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