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I need a Hero!
I hired an external digital marketing consultant. They planned a Google search campaign. We’re spending a $10 daily budget and getting around 50-70 clicks.
The campaign has been live for two weeks, but there haven’t been any sales yet. There are only 30 sign-ups.
They told me not to consider Google’s suggestions, but the performance score dropped to 60%.
They said they would increase the budget by 10% each week and automate email offers by the end of the 4th week, saying that the campaign needs time to learn and collect data. Is this true?
Lastly, how do you choose keywords?
There are 200 keywords, but only 20 of them are getting impressions, and the others are not visible. Is there any tactic for selecting keywords, like using 50 for high competition, 100 for medium competition, and 30 for low competition?
Or any rules or standards like using 20 broad match and 80 exact match?
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1 Reply
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At that low of a budget 200 keywords is a bit overkill. Also, stay away from broad especially at $10 a day. I manage $2.5 million a year in adspend and 90% of the time I’m not utilizing broad match unless I need to expand reach / scale spend.
But yes, the first part is true about campaigns taking time to collect data and learn to optimize efficiently. Google ads is an investment up front. Could take around 2-3 months for you to see very strong performance.
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I think from what it sounds like your consultant is being reasonable. You shouldn’t expect conversions super quickly and also not sure what your product is. If it’s high ticket it for sure will not have quick conversions.
As for the mass of key words. That’s one approach but may not be the one you need. But it seems like they have a handle on it and are open to testing and changing.
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How much are you paying them to manage $10 daily spend? That’s low enough to DIY safely and get hands on experience
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You should be spending 3x that to have a solid chance of scaling. Keep it super simple for now. 200 keywords is probably too much.
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whats the keywords and what country are you? It seems like u might have display on to be getting clicks that cheap. 14 cent a click sounds very low, suspiciously low.
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Be careful with your temperament, you don’t seem like the kind of person who can handle running ads. This may not be for you.
that being said – yes this all sounds reasonable. I’m actually surprised at how good the results are on $10 a day lol
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I think your consultant knows what he is doing, I believe he is collecting data for the first month to ensure that when you do run the conversion campaign it has enough of that so as to not hinder its growth
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Optimization Score: I would not worry much about this. It’s worth seeing what Google’s recommendations are to improve the score, but you could operate a campaign successfully at a very low opti score if Google’s recos dont align with your goals.
Gradual Budget Increases: It’s likely not necessary to increase that small of a budget in 10% increments over time. It does take time to learn and optimize but expanding your budget more quickly probably won’t hurt.
Number of Keywords: at a $10 daily budget I would figure out what the top keyword is and focus on targeting that. I’d rather spend $100/day on a keyword that consistently converts than $2/day on 50 different keywords, when 45 of them never convert.
A few tips here:
1. Look at Search Impression Share. You’re likely not capturing much (Google will show <10% if it’s anything under 10%) unless you’re targeting very niche keywords. If you focus on putting more budget towards a smaller group of keywords you should see your impression share (basically share of voice in Google ads) begin to rise.
2. If your budget is that small, either only target exact match keywords, or ensure you’re reviewing search terms to apply negatives religiously. You’re likely wasting money bidding on keywords that aren’t very relevant if you have tons of broad match.
3. Use Google Ads keyword planner to learn about the search volume for potential keywords you might target. It will let you enter your website and then dynamically pull a list of potential keywords, search volume estimates, and CPC estimates.
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200 keywords is way too much. How many adgroups are there / what’s the rest of the structure?
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Did you forgot some zeros and commas in that ad spend?!?
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It could also be your site. Ads management is only half the funnel
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Very low budget, I would look at your audiences, conversion tracking, geotargetting and match types. I would start with branded keywords and phrase or exact match. And at that budget get 30+ days of budget to have enough data.
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Don’t panic. It sounds like you’re guy is teaching the pixel who to put your ads in front of and testing keywords.
New accounts with low daily spend (read – any budget under $500) take time to get results because low spend = low activity volume.
I think you’re looking for confirmation on what should be getting done, so here’s a list of things you can bring up to confirm and sound smart mentioning.
1. Tracking for all potential engagement on your landing page is imported into Google Ads from Google tag manager (ideally)
2. Campaign is focused on getting the conversion goal you want or a conversion goal that leads to the one you want.
3. Ad headlines are a mix of 3 types: value proposition, cta, keyword relevant
4. Significant campaign changes (bid strategies, conversion goal, etc) are tested through 50/50 experiments (an in-platform tool) -
30 sign-ups from 10$ is great. As far as this goes: they know what they’re doing.
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Your budget is very low.
I’m actually surprised that your consultant pays that much attention to the account given the low budget.
Yes. they’re correct you should not consider Google Suggestions. Google’s Suggestions are there to syphon more money out of you.
200 keywords is a lot, specially on a $10/day budget.
As for how you select keywords, it’s the same as when you’re thinking about organic SEO. Think of your customer & your customer journey, and what searches and queries they might make when looking for a product / your offer.
For Example: I work w/ a dentist clinic that has a low budget. If I allocated their budget to general search terms or even directly services, they would blow through their daily budget in a few hours.
Instead, we opt to target people that need a dentist but aren’t currently looking. People searching for Tooth Ache Remedies, Gum Pain, Bad Breath etc etc.
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