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Account not scaling: Target CPA?
Hello – currently using single keyword ad groups which works well from a quality score perspective but the account is generally low volume (100 clicks a day at £30 cpc). Struggling to scale the account given the B2B nature. Tried competitor bidding, rules based bidding model, mixed pure broad match KWs, audiences and struggling to get volume. Is it worth testing tcpa and would I need to compromise on the account structure (move away from skags).
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8 Replies
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Send me a chat or dm if you need ppc help
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B2b will generally be lower volume I presume.
SKAGS + manual bid is all you need, everything else is bell’s and whistles there to distract.
After you have around 500 conversions I’d set up an experiment and split test tcpa.
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Use manual
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Hi u/cheescake_uk
Have you maximised the number of impressions you can get for your targeting? (By targeting I’m referring to the combination of keywords, location, schedule and device options you’ve selected.)
– If you haven’t it probably makes sense to go after more of the possible impressions available.
– If you have maxed out you might find an approach that I’ve used useful: going after complementary searches. I’ve explained how to do it here: [https://pete-bowen.com/managing-google-ads/complementary-searches](https://pete-bowen.com/managing-google-ads/complementary-searches)
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Thanks for the tips all.
The issue is largely expensive keywords due to the nature of the vertical. We can get more clicks but CPCs get too high (unprofitable).
I was thinking testing target CPA (heard that query level bidding can work better than manual but will be surprised if that’s the case). We get probably 10 lead conversions a day. Another option is the remove cross match negatives so exact terms match against broads as a way of getting cheaper traffic.
Reluctant to move away from SKAGs (we have roughly 300 KWs which generates traffic) so don’t think it’s warranted just to get more aggregated data for bidding.
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Have you tried a DSA campaign or remarketing/RLSA? I do a lot of B2B across SaaS and tech and SKAG does not make much sense in 2020. You can not expect to scale an account using the SKAG method across the whole account.
Maybe the issue is your landing page/site or your ad copy if you can not make so many of those campaigns work. We have never had an issue getting competitor campaigns to convert for our clients. It helps we built custom landing pages or send them to the right page on the site.
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Tried DSA which hasn’t worked. Seeing most of audiences come through affinity which has some signals to optimise from. DSA does drive lead volume but queries are not relevant so they don’t convert to sales.
LPs / journeys does sit out of our control but something to flag and naturally improve. Sitting around 2pc con. Rate which historically has been 5%.
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SKAGs is entirely your problem. The primary issue is that it isn’t scalable or manageable at scale.
There’s a reason only small agencies and solo practitioners who read an article from 2016 use that strategy.
You’ll need to switch if you want to scale.
You should be using tCPA then smart campaigns.
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