Question

Hi all, I am starting work with this company who runs Google Ads. They are currently run ads to a basic landing page, which gets some conversions. They also have conversion tracking set up in GTM. Their bidding is “Target-CPA” which looks like they’ve taken that from Google recommendations, and the only Keywords I can target it Bottom-funnel keywords as the company currently has no content or any opt-in method other than “booking a call to talk to our team”. The structure of the account seems ok as they have split it up by Services, but they only have 1 ad group per campaign which has all related keyword to that service. The market isn’t huge, and keywords are limited but they are getting 1. 2k clicks and 8. 22k impressions a month with an account average of £1. 23 CPC and approx. 50 conversions (contact forms and calls made). SO, I was thinking of changing the CPA bidding to E-CPC to control how much a keyword is paid for (they have a years-worth of data I can look through) considering the situation with limited keyword targeting and lack of lead capture. Then creating some SKAGs so I can keep an eye of better performing Keyword. From there just maintain converting keywords (excluded non-converting) and wait until the company has content until I can start creating campaigns around Top of Funnel Keywords. Do I have the right idea? Would you do anything differently here?  

Answer 1

. maybe helps. And, by the way: eCPC is a hybrid bid strategy, where only 50% of the auctions are assisted with machine learning power and you do neither have control over which ones that are - nor can you cap the biddings. Not much usecases for such a bizarre bid strategy imo.  

Answer 2

One ad group per campaign is a pretty bad sign- especially grouping everything together. Even if they're waiting on data to come through, you can do some robust keyword research up front and get the account broken down to be far more granular than that. Yes, I think you would be right to enable ECPC. I was a little unclear- was this your own account @gunk36019 (I'm also in the UK FYI)

Comments

@serum this isn't my personal account, I've picked it up. If you don't mind me asking, being from the UK, has Covid affected your business? Me and my partner are going out on our own by the middle of next month and I'm curious as to what the market is like.  

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It would be a slightly complicated answer, haha- but short answer is no. But I was already 'pivoting' a little which has helped. However all current clients are doing better than before Covid, which helps!  

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Are you looking to get into Google Ads, primarily?  

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@serum I'm looking to offer lead generation funnels to a specific niche (still undecided on a handful). So, I'll be looking towards email marketing and landing page design. I'll be doing Google ads off my own back to keep the bills at bay. That's great to hear, glad it's going well for you.  

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Sure - happy to look at the account if you'd like a second set of eyes. I am in e-commerce so perhaps if we run into potential clients that the other person could help we can help one another out. I may hit you up on emails funnels at some point - a couple of people I know interested