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Want to chat about Google Ads/Twitter Ads/Etc? I've been running my campaign, but I would love to hear your insights into this part of running a business.
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Want to chat about Google Ads/Twitter Ads/Etc? I've been running my campaign, but I would love to hear your insights into this part of running a business.
Hi Ryan, I have insights into running PPC campaigns. Results are very mixed. I run campaigns for other businesses mostly in different markets so can comment on different methods and strategies that we've implemented for different markets. What are you promoting?
Amezmo. So far I've gotten a few clicks.
Cool. Do you have any specific questions or concerns? May I enquire as to what your keyword choices are? Please include your match type if you can. I guess your goal is signups?
Hi Richarddesigns. I have a couple questions about ads. I am building a website selling $7 digital products in the music space. Basically a digital product that will enhance songwriters workflows. I have a landing page and begun collecting emails through google ads. I noticed the conversion rate for getting emails (that's all the site has at the moment), is relatively low. Or in my mind it's low. I'm paying about $8 per email at the moment. It seems when I get a click to the site, the conversion rate is high, but getting clicks from google has proved the hardest part. I ran the ad for about 5 days (it suggested 10 days, I cut it because I already got the proof of concept I needed in the interim). but am unhappy with the click through from google ads. What do you think about this? Are my google ads expectations too high? Did it not have time to optimize? Should I focus on FB ads? i'm considering running $2/day google ads just so google serves my site when a user searches and not focusing on using it as a main driver of traffic. I'm curious to hear your thoughts about everything and anything on the topic.
Thanks
Hi Lamcheezy, You obviously have a good match between ad content and site content. Ads that set an unrealistic expectation of what can be found once clicked will results in a very low conversion rate but if yours is high then that's good. The cost per email sounds ok but it's relative. I run a campaign where we expect to pay around £35 for a conversion but the return on that is much greater and so we're ok with that. Goes without saying that we'd like to reduce that cost per acquisition. It also relates to the cost per click because regardless of what your click through rate is, you're still only paying by the click. Increase click through rate and you might not increase conversions (depending on what you do to increase the click through rate).
In general, things that improve CTR (click through rate) are having a high quality score, making sure your ad is running for the right keywords and keyword match type.
A google account manager told me recently that their expectations of a good CTR are 6% or above but that is industry dependant.
What's your CTR?
Could you share some examples of your keywords?
Facebook ads are a totally different ball game and rely on impressions in a target group of people. Google ads are different in the sense that you only ever show an ad when someone has expressed an interest in that term. Google is 'Inbound marketing' and Facebook is very much 'Outbound marketing'. I can probably provide more useful advice with some context and links etc :-)
Hope this helps
Richard
Hi Richard, I just checked.
CPC: $2.25
CTR: .96%
Impressions: 2.61k
Clicks: 25
Link: VocalPresets.com
The page is a shadow test right now and I created the page on godaddy. It's a little basic but seems to be somewhat effective.
Is there anything you can infer from this?
Hiya, thanks for this. In short - yes. .96% CTR is very low indeed so here's three easy steps to trying to improve it.
Is your keyword research thorough? So, in other words, are the keywords you're advertising against focused and relevant enough? What journey are users taking when they make a search? If you're targeting very broadly say 'stock music' then focus it to more long-tail search terms such as 'music production presets' (or similar). Really work that Google Keyword Planner!
Match type. I had a client once that was selling Christmas Cards so had the search term 'christmas cards' on a 'broad match' and the advert was showing for terms such as 'footballer christmas poster'. Obviously wrong. So broad match is like any word in any context - not that useful. In my experience keywords need to be phrase or exact match. Keywords with no grammar like: keyword, are broad match. Keywords in quote marks are phrase match: "keyword" and keywords in square brackets are exact match [keyword].
Advert text. Can you share an advert example? Perhaps screenshot it? Again, referring back to point 1. What's the user thinking? Are your ads really relevant to the search term? Are they compelling? Have you got different ad variants for different keyword groups? Have you actually got ad groups or are all your keywords in one group?
In addition to this, have a look to see what average position your ad is in, if it's any greater than say 4 then your ad is on page 2 of the results or at the bottom of the page where no one sees it (correction, 0.96% of people see it!). In order to rank higher, the quality score of the ad / keyword partnership needs to be good. 5 or more. Can you see the quality score column in Google Ads? If not, enable it by editing the columns.
:-)
Thanks for the in depth response. here is some more info.
I have 1 ad group, 5 ads in that group. Here is the text
Headline: Vocal Presets | Great Vocal Instantly | Visit Website For More Details
Body: We Make You Sound Like Your Favorite Rap Artist Instantly With Vocal Presets For All DAWs. Take Your Music To The Next Level For $7 With Travis, Thug And Uzi Type Vocal Presets.
Headline: Vocal Presets | Make hit records | Click for free download
Body: Sound like your favorite artist instantly. Vocal presets so you sound like Travis, Uzi, Thugger. Type beats for vocals.
Headline: Vocal Presets | Hit vocals instantly | Visit Website for More Details
Body: Sounding like a hit record is easy. Vocal Presets already have the setting dialed in. Compatible with all DAWs.
Headline: Vocal Presets | Stock Plugins | Instantly Mix Vocals
Body: Instantly mix vocals with Vocal Presets. A producer tool that helps you take vocals to the next level. Only $7.
Headline: Vocal Presets | sound like a hit | Instantly Mix Vocals
Body: Instantly mix vocals with Vocal Presets. Easily take your vocals to the next level. Sound like a hit artist. Only $7.
Keywords (#impressions/#clicks): Vocal Presets (39/4), Vocal Chains (67/2), Audio Production (297/1), music production software (56/1), electronic music production (13,0), music production softwares (1,0), music production programs (9,0), what software to use for music production (1,0), making digital music (1,0), audio production softwares (1,0).
How do I find out what page I show up on? I have searched "vocal presets" and my ad displayed first on page 1, not sure if that's the right answer. Also my account pairs me up with a google rep. I think they call it a smart campaign. he's been optimizing it. I feel like it could be more effective.
Would be great to hear your thoughts.
Hi Again, thanks for these details. Overall the ads are written quite well. Succinct, punchy. They're ok. Where I think you need to make a few changes is with your ad groups. You say you only have one ad group but your keywords, while perfectly good choices, circle around several different themes and as a result, your ads don't represent those keywords that well yet.
So, here's what we're going to do...
First, create distinctive keyword themes. So, you've got 'Vocal' is one theme, 'Music Software' is another, 'Audio Production' is probably a third.
Feel free to add more themes and keywords but let's go with those three for now.
Each theme becomes an Ad Group. So call the first ad group 'Vocal' and in that ad group just put all the vocal related keywords. Vocal presets, vocal chains etc. Then write your 5 ads to be all about the keyword vocal. As the old saying goes, 'give em what they asked for!' The users asks for 'Vocal Chains' write an ad for that.
The next ad group, call it 'Music Software' and put all the music software keywords into that group and do the same again with the ads. Write ads that sell music software.
Three ads is great, five is good too. Google usually cycles through the different ads and uses machine learning to work out which ads respond best to what searches under what circumstances.
If you're feeling really productive, create keyword theme specific landing pages too. So for Music Software, just create a landing page at the URL /music-software (for example) and on that page just re-work your home page content slightly to give the messaging a Music Software theme rather than a Vocal Presets theme.
All of these actions together should help improve your quality score and in turn improve your CTR.
Finally, please make sure your keywords are phrase or exact matched. Broad matched keywords on a term such as 'music software' could see your ads showing on searches for 'football software' just because it's got the word software in it. Or indeed 'music to cook pasta to' just because it's got the word music in. Phrase match and Exact match will prevent that.
Please ask me any questions and I'd love to know how you get on.
wow this is very helpful. so for some clarity, how much should I spend for each ad group?
Also in the new smart google ads, it doesn't let me choose exact match. Do I not have access to this or am I missing something? To get the keywords entered I had to reach out to a google rep to do it for me. Not sure if I just have a different type of account.
As far as ads, you say 3 is great, 5 is good. Is this referring to the overarching campaigns I should have 3-5 or 3-5 ads running within 1 campaign?
@Lamcheezy
regards spend, just start with what you can afford. You don't yet know how much return on investment you are making so you need to trial spend in order to find that out. You'll also find that there is a saturation point where you're reaching all the 'available opportunity' so even if your budget is £10,000 a day you'll just spend as much as there is opportunity to spend.
You'll get to learn from your unique set of keywords what that level is soon enough.
To be honest with you I don't use smart google ads, I must be using the classic or standard version. I found a Google support article which might help:
https://support.google.com/google-ads/answer/7652853?hl=en-GB&ref_topic=9024773
If you can't enter your own keywords then you can't choose the match type either. I wonder if you can try accessing standard google ads. I just go to https://ads.google.com/ . Is that where you're going?
In terms of numbers of ads, go for 3 - 5 in each ad group so if you have 5 ad groups, 5 ads in each you'll have a total of 25 ads.
Best
Richard
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