Reduce AdWords Spend without Compromising Performance
There are numerous ways that digital advertisers can reduce their spend without compromising results.
While most advertisers focus on traditional methods such as 1) using negative keywords, 2) excluding irrelevant sites and 3) filtering out keywords that simply aren't performing well, there are many other options that can be considered.
Advertisers, for example, might want to consider engaging in remarketing and excluding those countries where they either don't currently do business in or in which shipping might be cost prohibitive. Another option is to engage in what is known as tiered bidding - using multiple match types (exact match, phrase match, broad match) to bid on the same keywords.
There are, of course, numerous other options to reduce AdWords spend without compromising account performance including leveraging standard ad delivery options as opposed to accelerated delivery, using ad scheduling controls so ads show at a particular time and targeting a lower positions in the sponsored listings.
What guidance would you provide an advertising looking to reduce spend without compromising performance?