13 Tips to Use Close Variants to Save from Your AdWords Cost

13 Tips to Use Close Variants to Save from Your AdWords Cost     

Close variants boost ROI by both increasing viewership and minimizing wasteful ad spend. AdWords gives you several close variants options which include broad match, exact match, negative match and phrase match. The 13 tips below will enlighten you on the best ways of using close variants to keep your costs down.

Phrase match for increased reach

Phrase match will trigger your ad for phrasal keyword variations such that an ad based on ‘ladies dresses,’ for instance, is triggered when someone searches for ‘ladies dresses under $50.’ The result is that you will exponentially increase reach at a lower cost dependent on the keywords you opt for.

Exact match for very tight budgets

If your budget is extra tight, then, exact match is the right option for you. In March, Google instituted exact match variants to include spelling mistakes, typos, word spacing, abbreviations, singulars and plurals, etc. Therefore, by choosing exact match, you will be letting Google do the work for you at the highest close variants control level.

Research and categorize keywords

For phrase and exact match options, Google does much of the work for you, but that is not to say that you cannot do something extra to have an edge when it comes to frugality with your ad spend.

The initial step is keyword research using your favorite tool. You can start by using the native Google Keyword Planner in AdWords to find probable close variants. Then, categorize them based on parameters such as length, cost, popularity, etc.

Choose the cheapest alternatives

With a list of close match keywords and their rates, choose among the cheapest that have healthy traffic. By doing do, your ad will still be triggered for 10 or more expensive close variants. In effect, you will lower your spend without impacting your campaign performance significantly.

Use third party tools

Google keyword planner, though good, does not avail all the keyword insights needed to implement campaigns based on variant keywords with a minimal adverse impact on performance. To this end, opt for third party tools for keyword research. The cost-benefit of such a move is almost always feasible.

Do not compromise on ad quality

Do not let enthusiasm get the better of you to the point of forgetting the importance of maintaining fantastic ad quality. Close variants will only get your ad to show more at a lower cost to people likely to convert but quality is what will lead to click-throughs and actual conversions.

Long tail keywords

Use long tail keywords which are cheaper and come off as more natural and audience friendly. Long tail keywords will also help you capitalize on voice search while also enlisting you in Google’s good books as the search engine giant has been progressively making moves to incentivize audience oriented ads.

Consider the type of keyword

The core keyword should determine the best strategy when it comes to a close variants strategy. A keyword like ‘phone repair’ does not have many variants which means that in such a case, phrase match is the best option to increase the scope.

Create several ads for each category of variants

Create four to five ads tailored to a given category of closely related variants. This will ensure that ad copy is more congruent with the search terms increasing the CTR and consequently, the conversions. The key lies in choosing and categorizing the variants wisely.

Create an ad for each variant

While four to five ads per category of variants is advised, you can go all the way and make an ad for each variant. It is time-consuming, but if done right, it can pay off handsomely and ensure that your quality score remains high.

Negative keywords

Using negative keywords is necessary to ensure that your close variants strategy is not diluted. Negative keywords will ensure that your ad is not triggered for the wrong variant. If dealing with eyeglasses and your keyword is ‘cheap glasses,’ for instance, negative keywords will ensure that in phrase match, your ad is not triggered for ‘cheap wine glasses.’

Put in daily work

To keep track of your costs, you will have to dedicate daily time to your account to monitor and keep track of your campaigns, find negative keywords, find other cheaper possible variants, etc. 20-30 minutes a day is enough. If not daily, make sure you log in at least every two days.

Monitor metrics and refine your strategy

Always monitor progress so as to tweak your approach for optimal efficacy. Do not be afraid to experiment with keywords. For example, you can try out a cheaper variant for two or so weeks.

If the performance remains steady, then, you just found a way of saving more. If it reduces, depending on the extent, you can revert or stick to it given the overall benefits actualized compared to costs.

By choosing the close variants approach, you will eventually find a sweet spot that will pivot performance at minimal costs. However, keep in mind that finding perfect variants is like locating a good deal: it takes effort and dedication, but the benefits thereof are worth it.

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