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10 tips to save money with Google AdWords

Google AdWords can be pricey, even excessively expensive. With all the features available on the platform, it can be hard to get your bearings. However, there are some tips and tricks that allow companies to save on their ad campaigns.

We’ve selected 10 tips that will help you save money on your Google AdWords campaigns.

Don’t target the display network at the same time as the search network

10-astuces-economies-adwords-1Quite often, when we take over a new ad account for a client we notice that they created their AdWords campaign on the Search Network with Display Select. This type of campaign can be particularly expensive for an advertiser as the Display Network is completely different from the Search Network.

While campaigns on the Search Network are based on user requests, the Display Network uses audience-based operations. Therefore, it is recommended to create separate campaigns on these two networks and optimize them separately. In this way, by optimizing the campaigns according to their respective networks, you can save more money as more conversions can be recorded.

Set ads to target specific locations

10-astuces-economies-adwords-2If you own a sushi restaurant that only delivers within a 20-km radius, you do not need to distribute your Google AdWords ads all over Quebec. This will only create irrelevant impressions and as well as unneeded clicks on your ads (costing you more money). In order to avoid losing funds unnecessarily, it is therefore essential to set your ad campaigns to target specific geographic zones according to your location and target sales.

Set up an ad distribution schedule

As explained by Google AdWords: By default, your AdWords campaigns are set to “Show ads all days and hours.” This means your ads can be shown throughout each calendar day and at all times. This automatic setting may not only cost advertisers a lot of money but can also cause them to lose out on conversions.

Indeed, if your ads are broadcast at all times it means they may also be shown at night. Clicks recorded at night are usually less relevant than clicks recorded during the day. It’s best not to show your ads during every hour of the night so as to avoid spending your budget unnecessarily.

In addition, if your business is only open from Tuesday to Saturday, it is highly unlikely that any of your employees will be available to respond to requests, e-mails and/or calls related to your ads on Sundays and Mondays. Consequently, it is preferable that you set up your ad broadcasting schedule according to the days and hours your business is open. Doing this can save you more money, all while make sure that your business can quickly respond to all user communications.

Add keywords to exclude

Keywords to exlude are essential for Google AdWords campaigns. When excluded keywords are used correctly they allow for your ad to receive clicks that are more relevant, therefore saving you money by not showing ads for queries that are considered irrelevant for the business.

Let’s take the example of a business selling maternity clothes for women. The business will surely want to appear on keywords such as “maternity ware” and “maternity clothes “. However, if the company does not offer clothing for children, it is important that keywords such as “babies” and “children” are excluded so that the ads do not appear on a search such as “buy baby clothes”.

Make sure to carefully choose your keywords, as well as your excluded keywords. AdWords allows you to add up to 10,000 keyword exclusions, so don’t be shy!

Choose the right keyword match types

There are five keyword match types:

  • Broad match request
  • Broad match modifier
  • Phrase match
  • Exact match
  • Negative match

In order to save money on Google AdWords, it’s important to check your keyword matches. Indeed, if you do not want your ads to appear on a keyword such as “buy clothes”, it is recommended not to put the keyword “clothes” in broad match. For this example, keywords in phrase and exact match are preferred so as not to generate irrelevant clicks.

Check your bounce rate

By linking your Google Analytics account to AdWords, it is possible to see the bounce rate for each keyword recorded on your website. Like this, you can see if some keywords have a high bounce rate and you will be able to decide whether to stop using these keywords or simply changing the landing page.

Bounce rate verification allows you to save on low-performing clicks, while optimizing your PPC campaign efficiently.

Improve Ad quality

The quality of ads, keywords and landing pages are scored on a scale of 1 to 10 according to level of quality. Ads with a higher level of quality are better at getting a cost-per-click rate at a reduced price.

One of the ways to increase your quality level is to increase your click-through rate. That’s why it’s important that your ads fit perfectly with user searches. For example, if a user searches for “buy red boots” and your ad says “Blue Boots for Sale,” it is highly unlikely that clicks will be recorded for that keyword.

In addition, ad extensions can also increase your click-through rate because they provide additional information to users. Ad extensions have no additional cost on Google AdWords; so don’t make the mistake of neglecting to use them.

Run A/B tests

It is strongly recommended to run A/B tests on advertising campaigns. For example, you can test 3 to 5 ad types as well as landing pages. After a certain period of time, you should check which ads or landing pages have the best conversion rate.

If an ad or landing page clearly stands out in terms of results (more conversions), it’s important to keep that ad or page.

Optimise mobile keyword bids

According to research from millions of websites using Google Analytics, more than 50% of web traffic comes from smart phones and tablets now. It is therefore important that your mobile bids are optimized to reach users as soon as a search is made from their smartphone.

You can also save money by performing a maximum mobile bid adjustment directly on AdWords to limit the amount you spend on mobile clicks.

Create a remarketing campaign to save money

Remarketing campaigns can save you a lot on Google AdWords. By displaying online ads to users who have visited your site in the past, you encourage users to come back to your site and ultimately convert them by having them contact you or make a purchase.

It would be a shame not to use the full potential of remarketing because usually, remarketing cost-per-click (CPC) rates are less than CPC rates on a campaign run solely on Search Network.


With the help of these 10 tips you can be sure to save money on your Google AdWords campaigns and effectively spend your budget to get a great return on investment.

Do not hesitate to contact us at 514-572-7758 or via our contact form if you wish to speak to an expert who will answer all your questions.


Cofondatrice et Spécialiste SEO-SEM

Eugénie a commencé sa carrière en marketing Web chez Microsoft auprès de partenaires tels que Hewlett-Packard et Dell. En 2013, elle co-fonde My Little Big Web avec Maxence afin d'aider les PME à optimiser leur marketing Web. Ses compétences en SEO, publicité en ligne et expérience utilisateur permettent aux clients de My Little Big Web de se positionner rapidement et durablement en haut des résultats de recherche. Le partage de connaissances fait partie de ses priorités. Elle donne donc de nombreuses formations internes et externes ainsi que des conférences sur de multiples thèmes relatifs au marketing numérique.