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Words of advice: Google ads Search Campaign launch
Hi,
So I have just launched a campaign for a small B2B business.
What I did:
– Launched with big daily budget
– phrase matches mainly
– 1 general ad group , 17-20 keywords
– Manual CPcWhat happened:
– ended up paying way too much per click $30-$50
– spent way too much in the first two days for very minimal clicks.So I freaked out a bit and changed bidding to max clicks and took down my daily budget to what we can actually afford.
Am I doing the right thing? Our search impression share is only about 30% even after spending that high on clicks.
What should I do?
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1 Reply
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Sounds like you set up a brand new account and launched your first campaign, correct? If this is true, and you’re a beginner at google ads without knowledge of the CPCs you are going to expect, I would 100% say manual CPC bidding is a no go. Max clicks is best for new accounts/campaigns because it allows google to acquire all the data from the clicks you are getting, and better optimize your campaign down the road. I would keep it on max clicks for around 2 weeks, as this is the usual time for what we call “learning mode” for the algorithm. Assuming your business is targeting nationwide, your cpc’s can expensive. I’d also try and separate your ad groups by theme. If you have your whole business put into one ad group, you won’t be able to best optimize your campaign down the road. During these 2 weeks, keep an eye on your search terms coming in for these keywords, and negate unrelated terms, eventually you might want to negate terms that aren’t generating sales. After you’re out of learning mode, I’d recommend switching to max conversions. Once you have some knowledge about CPA and the amount you can expect to pay for each conversion, you can add a tCPA and adjust accordingly as time goes on. Also, what match type are you running for your keywords? As for search impression share, considering you are an e-commerce business targeting the US, you are going to have a lot of competition to go up against in your space. What locations are you currently targeting?
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Your search impression share may be lower as you’re paying so much for clicks, maxing out your budget, and therefore missing out on a large amount of impressions (I know you have stated a big daily budget, but your ‘big’ may not be that big to a competitor of yours that has already established itself in the market).
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For a new account here are a few things you can do
* Start with Max clicks but set a CPC target (usually higher than your normal manual CPC)
* Weekly look at search terms report and add them to the keyword or negative keywords based on relevance to business objective
* Go with both phrase and exact match for maximum volume and relevance
* Instead of adding all keywords into same ad group, separate them by intent into different ad groups so analysis and management is easier
* Have a separate branded search campaign, and add the brand name as a negative keyword in other campaigns
* Once you have 30 to 45 conversions recorded go with tCPA bidding strategy, start with higher CPA then slowly reduce it
* Look at auction insights
* Go through impression share and lost impression with budget and rank to see the upside potential of the campaign
* After a few month separate the best keywords into a dedicated campaign and set higher targets for them -
Do you track conversions at all ?
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