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Difficulties in Scaling Up

Follower ✭ ✭ ☆
# 1
Follower ✭ ✭ ☆

So I've tried to scale up a 10 dollar a day campaign to a 50 dollar a day campaign.


I added a bunch more ad groups and changed from CPC enhanced to CPA bidding.

 

While we have been getting  alot more leads the lead quality has dropped drastically.  


Thoughts? 

1 Expert replyverified_user

Re: Difficulties in Scaling Up

Participant ✭ ☆ ☆
# 2
Participant ✭ ☆ ☆

Hello TatM,

 

CPA bidding work better if your campaign is optimized in good way, means you have highly themed ad groups, high quality score of keywords and well written ad texts etc. In starting of CPA bidding you can see some less conversions or little high cost per acquisition but as adwords get data CPA cost will go down.

 

It would be better if you would not make any big changes while using CPA bidding, big changes can effect the CPA and use the Google adwords recommended CPA bidding for campaign. For best practices of CPA bidding please read http://support.google.com/adwords/bin/answer.py?hl=en&answer=2471188

Dinesh
My Blog

Re: Difficulties in Scaling Up

Follower ✭ ✭ ☆
# 3
Follower ✭ ✭ ☆

My problem is from a diret numbers game it's doing great, it's just te quality tat's dereasing.  

Re: Difficulties in Scaling Up

Explorer ✭ ✭ ✭
# 4
Explorer ✭ ✭ ✭

We're not big believers in CPA based bidding. You don't control enough of the information.

 

Check out the keywords that Google is matching you up to in CPA based bidding.

 

I would recommend keeping your current CPA campaign, and then targeting the new keywords etc. in new accounts.

 

You may also want to look into tracking which keywords are generating the low quality leads. If you have the programming background, (or go on elance or something, and get a guy to do this for you for like $50), check the following blog post out by Justin Cutroni:

http://cutroni.com/blog/2009/03/18/updated-integrating-google-analytics-with-a-crm/

 

That is a script that passes all the Google Analytics information into your form, so you can see what keywords are driving the low/high quality leads.

 

 

Re: Difficulties in Scaling Up

Top Contributor
# 5
Top Contributor

Hi TatM,

 

Did your average ad position improve by any chance?

 

When you make various efforts to expand in traffic the average ad position may often times improve significantly. It's not a good deal for every business. In some industries, you may find that e.g. while folks clicking thru to your site from position 3-4 have good quality, those coming from position 1-2 are users just clicking your ad copy for fun and lacking a genuine interest in your product/service which may explain the deterioration in quality. The above phenomenon may happen in some industries but we of course don't know your business therefore the above are just my thoughts or guesses.

 

Another explanation may be that a small budget can get depleted (under specific settings) in the morning while a 10 times higher one may last for 24 hours. Now in a scenario where buyers tend to search before noon, the answer to your query is evident.

 

Best,

Lakatos

Re: Difficulties in Scaling Up

Badged Google Partner
# 6
Badged Google Partner

What was the impression share of the campaign, at $10/day, with fewer adgroups/KW's, before you made the changes? If you were not getting 100% impression share @$10/day, rather than adding more terms, try just raising the budget to $50/day, and see if you can get more, quality leads.

 

What is the one or few KW's that generates the majority of your advertising ROI? Have you tried expanding into display advertising, using only those few terms and best performing ads? What about your reach and location targeting, could you expand the reach of the effective campaign? Are your ad delivery settings set to standard, or accelerated? Devices, networks - there are many ways to expand a profitable campaign without adding less profitable or irrelavent terms.

 

As far as CPA bidding is concerned, the more data the system has, the better it functions. You have to be willing to let the campaign run with CPA bidding for a while to get the best results. CPA bidding may actually cost less per day than max CPC bidding, because the system is strategically showing ads based on the likelyhood of a conversion. As Lakatos said, if the ads convert better in a lower position, then the system will adjust your bids, etc. to try and get the conversion. If all conversions are equal as far as the code and the system are concerned, then you may get more lower quality conversions for the budget. When you have conversions of different value, the system doesn't distinguish between quality conversion or not, a conversion is a conversion. 

 

As far as the quality of the leads, remember that it's not the KW a user interacts with, but the ad. The user intent from the KW query, to the ad shown, and eventually the landing page are all part of the quality equation. There may only be so much quality traffic within your targeted area for that KW, ad, landing page combination. Once you have maximized your reach in the most profitible areas, the quality of the leads generated will fall off.

 

Maybe those users are not in the purchase stage of the buying cycle, and the KW, ad, URL combination for those users is not as effective as it could be. It's also possible no matter what combination you use for those users, that they cannot be convinced to buy now. That doesn't mean they won't eventually, but it's a different user and a different behavior than those ready to purchase. The last click attribution direct ROI will not compare between the two audiences.

 

Spend as much of the $50/day you can on the highly optimized quality leads campaign, and try to get 100% of the potential impression share for your targeted area. Then use whatever is left over to explore the long tail, lower quality leads campaigns, and tightly control that exploratory budget. Then you can be sure you are getting the most quality leads possible, and that revenue can help offset the cost of growth and expansion.

Tom

Re: Difficulties in Scaling Up

Follower ✭ ✭ ☆
# 7
Follower ✭ ✭ ☆

It seems that I'm still getting conversions on the same keywords though.  

Re: Difficulties in Scaling Up

Explorer ✭ ✭ ✭
# 8
Explorer ✭ ✭ ✭

Do you have your keywords in broad? Google may be matching you up to the less relevant but lower cost keywords.

 

We've found that by expanding the campaign yourself, and turning it into a CPC campaign, you will have better control.

 

Match type information:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=6100

 

Hope this helps. (The ad copy recommendation above is also very good.)