Question

Targeting question!  How do you manage to refine targeting on an exact keyword to find a the most ideal audience.Targeting question! How do you manage to refine targeting on an exact keyword to find a the most ideal audience. with scale? So - high competition keyword: [Loan] - exact match traffic. Its always going to bring more traffic than any long tails I have and it spends the most. I scaled the spends up over last several months and the quality dropped by about 10% (only ~40% of clicks are good, down from 50%). Best way to adjust targeting to bring in the right audience? Add in targeted campaigns with strong performing audiences? Budget restriction is not really an issue either.  

Answer 1

It sounds like you are already doing what you can on the keyword front. So there comes a point where you can’t do any more with the terms. So then you move on to audiences, if you are already using those and adjusting bids accordingly. You have the device bids, locations, as schedule you can also work on. You can try to “prequalify” with ad text (for example “loans from £2000) but you will always get users that click without really reading. On a keyword as broad as that to be honest you are always going to have issues. Personally I would be looking at data in regards to lead quality by creating different conversions. Ie low, medium, high quality leads and then optimise based on THAT data instead.  

Comments

0Thanks Abbie! Appreciate your detailed response :) That's been the route I've built the account around, using APPROVED conversions (high quality) to optimize on. I figured out why the REJECTION rate has been increasing over the last few months. In January I discovered someone had negatived the EXACT match keyword in the ad group containing the EXACT match. So all of a sudden all this removal created an influx of traffic otherwise negated. It is SUCH a challenging account to manager because the company lacks a solid CRM solution so there's a huge disconnect and data delay from front-end (google ads) optimizations, versus back-end (in Bank transactions, which is the ultimate goal). I spend all this time making the front-end look amazing (YoY I reduced costs/CPA and increased quality conversions) with respect to Google Ads performance, but it doesn't always translate to back-end production. UGH! So how the heck do I optimize :P hahaha Trying to navigate a test towards Offline Conversions but even that's proving challenging. It's a massive account too. Supports 240+ banks across Canada and I manage it alone. scares me sometimes, considering I have additional projects on the go too.