Roast our advertising campaign,

So, look... We have a big budget on tickets for an event that's situated in a location,

I've looked through, Google Ads cost per conversion is about $63 with a cost per lead of like $2.23... Our tickets are $65.

I've thought of working with negative keywords to bring that down, but as it's a family event I've decided to start looking at audiences on socials like "Location Community Alerts", "Location Parent Groups", "Location Family Events"... If I allocate say 20% of the budget to targeting keywords that are working for competitors, and 80% to target lookalike audiences or just audiences, the CPC should drop to around 0.70-0.80c...

Is there anything else I should think about going this route?

@roydan knows, he is the king in this stuff.

RoiBox said:

@roydan knows, he is the king in this stuff.

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I'd say a serious amount of tears were cried by OG Roydan over this stuff

Can you share access to the account? I'll be happy take a look. Need nothing more than read only access.

roydan said:

Can you share access to the account? I'll be happy take a look. Need nothing more than read only access.

Click to expand...

They actually haven't even man, they've got the least practical views on how a campaign works... "Can you target eco-friendly Santa visits" was one of the first bits of information I got from them, if that gives you any ideas what I'm dealing with.

So I've cracked open a list of 3,000 keywords, scored them, done up some prototypes and graphics. He said to us before we even got started that the last three agencies he talked to told him exactly what the costs would be.

I can only estimate what the costs will be... Is this a run away situation @roydan?

He sounds like one of these clients that have stupid expectation, which is probably the reason he even has 3 previous agencies, which is a bit concerning.

Anyway, *entering benefit of the doubt mode* you can surely estimate the cost, but bear in mind that where broad match keywords and automated bidding strategies are involved, an initial CPC estimation of $10 can turn into 5 or 20 in a blink of an eye, so there's no telling unless you set up the campaign really well and make sure that:

1. You target keyword that are clear enough for Google to understand.
2. You exclude most of the shit from the beginning, while still clean up the search term report.
3. Conversion reporting is set up, including phone calls (not click to calls) and reporting for sales.
4. The client must understand that a successful campaign that is making money from day one is rare and they have to cooperate to make it happen.
5. Create general and surgical audience based on events, urls, and everything you can think of. It will help with remarketing and with "educating" Google about the type of users you want.
6. Cross platform remarketing. Pretty self explanatory - add every pixel you can to the site so you can build good audiences on many platforms with your Google campaign.

Other suggestions for the offer:

7. Pmax is fine, but not as the first campaign you launch, you want to make sure your audience signal is spot on, which takes me to the next point
8. Bing. Bing sucks, but a keyword is a keyword. If your audience consist of people that may use Edge for reasons other than to download Chrome, import your Google Ads campaign to Bing as well.

I got carried away, what was the question, again?
Oh.. basically, once you set the expectations with the client, you'll know whether to run away or take them. There's something very satisfying about turning a grumpy client happy. They will also be the ones recommending you to other people.

Man that gives us so much to look into, it also gives us so much to mention...

I need to restructure my proposal now - we need Pixels' in place, we need CTA's functioning properly, I've had to redownload the .CSV's I've compiled as I can export negative and positive keywords and apply them that way... Making it much easier to present and to use...

We were actually planning on going the max performance route... I definitely wouldn't have copped that wasn't the greatest starting point until all was done.

Seeing as you've rapidly put together a Google Ads plan, would you say that our targeting audiences and competitors keywords with most of the budget is still a good idea mate?

Out of interest I'm bringing this chat to ChatGPT too

appreciate you two

CPANathan said:

would you say that our targeting audiences and competitors keywords with most of the budget is still a good idea mate?

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I like to base my research on competitors organic ranking rather than about their campaigns. Don't be too surgical, SKAG is an outdated practice these days.

CPANathan said:

export negative and positive keywords

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When you're compiling lists of negative keywords, it would save a lot of time to paste your list in a keyword frequency counter and browse through unique words that indicate that the term is irrelevant and exclude it in phrase match rather than go one by one excluding exact match keywords.

CPANathan said:

Out of interest I'm bringing this chat to ChatGPT too

Click to expand...

I'm pretty curious about what it says.

roydan said:

When you're compiling lists of negative keywords, it would save a lot of time to paste your list in a keyword frequency counter and browse through unique words that indicate that the term is irrelevant and exclude it in phrase match rather than go one by one excluding exact match keywords.

Click to expand...

Awh man someone on the forum just gave me a great description of keyword cannibalization - does that phrase follow over to paid?

I had to reach out to a few people, only back on the forum now - will DM you our friend ChatGPT's response to all of this and the right questions...

Good work dude

CPANathan said:

Awh man someone on the forum just gave me a great description of keyword cannibalization - does that phrase follow over to paid?

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Some say that it's a thing. It isn't, and you can't really compete with yourself because the way the bidding auction works is that there's only one entry from each account.

Test creative formats and optimize your landing page for better conversions.

You can optimize your ads through precise targeting and remarketing, which can reduce CPC and increase sales.

You're close! Just mix in some killer creatives, test different audience segments and don't forget retargeting to squeeze the most out of that budget

Sounds like a solid plan! Just make sure to test and tweak your audience targeting regularly, and keep an eye on ad frequency to avoid oversaturation

Your strategy seems solid, but here are a few things to consider: First, focus on hyper-localized ad copy, highlighting family-friendly perks or discounts. Next, A/B test different ad variations and audience segments to find the most effective combination. Additionally, retarget users who engaged with your ads or visited your site but didn't convert. Finally, optimize your landing page with a clear call-to-action and a smooth ticket purchase process to minimize bounce rates.

That sounds like a solid strategy just keep testing and optimizing your ads and you’ll find the sweet spot for those conversions

Sounds solid, but make sure you're testing and tweaking those audience segments constantly social targeting can be tricky, so keep a close eye on engagement and conversion rates!

Alright, bro! Adjust your audience, test out ads, retarget, keep things simple, and maybe partner with some local influencers!

Balance your budget and test more to avoid wasting spend on low-quality leads!

Looks good! Have you tried remarketing or testing new ad formats yet?