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Seeking Advice: Optimizing Google Ads Campaigns for an Exotic Travel Agency on a Tight Budget
I manage Google Ads for a client running an exotic travel agency with a daily budget of €120. Recently, we've seen an increase in competition, causing our campaign performance to drop. Despite the modest budget, my client insists on advertising each of the following locations:
South Africa
Kenya
Tanzania
Namibia
Madagascar
Plus three smaller locations grouped together
Our current approach mixes Search and Performance Max campaigns, allocating €15 for Search and €5 for Performance Max per destination:South Africa: 1 Search, 1 Performance Max
Kenya: 1 Search, 1 Performance Max
Tanzania: 1 Search, 1 Performance Max
Namibia: 1 Search, 1 Performance Max
Madagascar: 1 Search, 1 Performance Max
Three smaller locations: 1 Search (with 3 ad groups), 1 Performance Max (with 3 ad groups)
Performance metrics:Top of the page rate: 70.46%
Absolute top of the page rate: 14.94%
Landing page experience and ad relevance: Above Average
Keyword quality score: 10/10
However, many campaigns are "limited by budget," with search loss due to budget at 27.50% and loss due to rank at 64.11%.Given these constraints, I'm considering focusing on fewer locations to possibly improve performance. What strategies would you recommend to enhance our campaign results and achieve lead numbers comparable to those from a few months ago?
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1 Reply
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Read this:
https://x.com/MarketingMax/status/1506982972855136258
Might be just the Inspiration you’re looking for.
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Fewer locations and fewer campaigns. Budget is being spread too thin across too many campaigns and locations. Unless the CPA is €5, then that is not enough for a PMax campaign. Would be better to focus on the top 1 or 2 countries and scale that up before expanding to more countries.
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A) copy/paste the content of this entire post into chatgpt and see what it says.
B) subcontract this client account to an agency that has more experience and doesn’t need to ask reddit for strategies.
C) hire me to audit your client’s ad account so I can take a deep dive analysis and provide the insight and strategy you’re seeking so that you can implement it.
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Try targeting smaller, related keywords to reduce competition and optimize ad spend.
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Fewer locations & fewer campaigns. Just need to be realistic w budget. I would test out PMax on 1-2 locations but budget too low for that many campaigns.
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