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Max clicks bidding strategy for very small budget niche search campaign – lead generation
Hi everyone,
I'm seeking your help on the following (and yes I used chatGPT to make my message more clear and lisible as english is not my mother tongue 🙂 ) I've already posted this message in another adwords channel but I'd like to have different feedbacks on the topic if possible. I have been advised to switch to manual CPC 🙂
I've just launched a search campaign targeting a niche industry with the goal of lead generation. All keywords are set to phrase and exact match, aiming to avoid broad matches due to the low budget of 10 EUR/day that I can't increase as very little budget was given to google ads company-wise and the typically low monthly search volumes. I've organized the keywords into four different ad groups: two generic, one focused on the company’s activities (not the brand name, but what the company does), and one centered on the product.
After researching on Reddit, I decided to use a Max Clicks bidding strategy and will closely monitor the search terms as a lot will overlap with B2C searches rather than my B2B target,
I was wondering if this approach is optimal, or if there might be a better strategy to consider?
Thanks a lot for your help!
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1 Reply
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Why max clicks over max conversions? Or I guess, what exactly do you mean by lead generation? Like actual conversions or do you just want to reach as many eyes as possible?
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with a tiny budget you can’t really afford to wait for a Google algorithm to figure it out. You’ve got to make your best guess based on your understanding of the potential customers and buyer intent and go for manual cpc.
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Max. clicks isn’t a good idea. It should only be used if:
1. Your campaign purpose is branding. OR
2. You’re unable to find any search volume for your keywords, are are practically desperate.The reason I can’t recommend Max. clicks for your campaign, is because most of Google’s targeting is automated these days. Google knows who is more likely to just browse around (and never convert), and who does convert/take action/submits forms/purchase.
By setting your strategy to Max. Clicks, you’re telling Google that you don’t care to get conversions. You just want traffic, nothing else. That traffic might never convert. Ever.
In your case, I would suggest manual CPC. Start slow, and if you don’t see any impressions/clicks, slowly ramp it up. At least that way, you don’t get only the worst quality clicks. Unless you’re in such a niche industry that it’s practically impossible to get ANY clicks.
That said, I can’t imagine an industry that can run Google Ads with €10/day these days… It might just not be within your budget.
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I would start with Manual CPC with a low-ish Max CPC or Max Clicks with a low-ish Max CPC. I don’t find that Max Conv. works well with small B2B budgets (it either spends too much per CPC if you don’t cap the CPCs or it tends to generate B2C leads, even if you have lots of negative keywords in place, because they are easier to generate than B2B leads)
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