We all have run into a problem where a campaign wasn’t performing properly.
We set up a killer campaign with the best keywords and planned for the worst.
We made sure that the bid strategy was the best one and the budget would fit the bid strategy.
And… the campaign folded, tipped over, and now is falling to its death.
But… it doesn’t have to.
Google PPC can be profitable for every business. The key question that should be asked is how do you spend less and earn more clients/leads/referrals/phone calls/form fill outs/products sold?
Here we outline the key components of what is costing you money and how to modify your campaign in order to lower the cost without lowering your budget.
Running long-tail key phrases have less of a CPC because of the amount of volume searched for the term per month.
Long-tail key phrases tend to have lower search volume. This means your CPC tends to be lower per search phrase clicks because fewer people are searching for that phrase.
The key is to make sure the phrase is getting enough volume so that Google allows it in your Ad groups.
If you are familiar with Google Ads (PPC) or Facebook, advertising you understand the importance of Quality Score (Relevance score on Facebook). Quality Score is Google’s way of labeling how relevant your ad is to what a user is looking for. A quality score has many factors, some include:
When a campaign has been activated and running for a sufficient amount of time you are able to go into the settings in your Google ad campaign dashboard and see what device is outperforming the others. You want to increase the device that is outperforming the others bid per click. If the numbers are staggering different from each device change the bid adjustment to a sufficient increase to continue to bring in more leads. As for the underperforming device you’ll want to first look at is it providing results.
If the underperforming device is working then keep the bid near the same. If not decrease the bid in order to push more traffic and daily budget to the top-performing device.
When doing anything you want to be the best one, right? You want to be the person at the top. In first place. I get it, but sometimes there is a better strategy to get more bang for your buck.
Especially in advertising.
The top is expensive. Having a strategy is a great idea, but if it is not bringing you a positive ROI then you need to relocate your Ad down a few levels to the second, third, or even fourth/fifth position. You can do this by lowering your CPC bid limit.
Google Ads (PPC) can be expensive. That is why many businesses don’t do it. The advantage here is that Google is so large with 5.6 billion searches occurring each day. With a great keyword research tool you’ll be able to find the keywords and phrases that have low bids and enough volume to be supported in your Ad group while bringing in more visitors for the money your spending.
Use Google’s free Keyword Planner to find low bid keywords with a volume sufficient enough to be apart of your ad groups.
What are negative keywords? If you are familiar with Google Ads this is not a new term. Negative keywords are the words and phrases you don’t want to be found. This can save you money by reducing the amount of unqualified traffic clicking on your ad.
A tight Ad group is always something you want to have. You don’t want to use broad match keywords usually ever in your campaigns.
Keep your campaigns extremely tight with exact match and phrase match. By doing this you are able to keep unqualified leads from clicking on your ad and spending your money.
A tight ad group mixed with negative keywords can alone run a successful Google PPC campaign.
Ad scheduling is important as a small business in today’s age. People want everything instantly and if you are unable to provide that for them you may be missing some leads.
There was a study done, where it shows a consumer is less likely to respond to a call the longer the wait is after they fill out a form or leave a voicemail. The optimal time is to call a lead within 20 minutes.
A small business doesn’t always have the resources or the luxury of being the first choice for many consumers. Many consumers are in a rush and want to move quickly.
Respect these consumers’ time and your money. Only run Google Ads during the time in which your business operating and the times where you are available to call them back within 20 minutes.
This is similar to what you recently read above. Location targeting is similar to device bid adjustment in that location enhancing and boosting gives you the opportunity to raise or lower your bids per specific area.
For example, say you are running a campaign and targeting all of the United States. You see that St. Louis Missouri is performing way better than Kansas in that St. Louis is bringing you 3x as many leads. In this case, you should consider boosting St. Louis in your Google Ads Campaign and decrease the bid for Kansas.
The 9 tips above can dramatically reduce the amount of money you’re investing in Google Ads for the number of leads.
Lower Cost -> More Clicks -> Potentially More Leads and Sales
Focus on reducing your cost by using the techniques (tips) above and more clicks/leads will follow.
If you have any questions or want to talk with Kyle Waters directly feel free to connect with me on LinkedIn and tell me what brought you!
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Max Conversion is a PPC agency located in St. Louis MO. Want to talk with a Max Conversion specialist and understand how to spend less and earn more with Google Ads? Contact a Max-Conversion Expert to get great advice for an affordable rate.
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