When a client approaches us needing help with their Google Ads, one of the most common obstacles we run into is a lack of budget. This means that we need to be creative with small budgets to find ways to turn $1 spend into $2 in our client’s pocket. Now, we're going to show you how we turned a $1 spend into $132 for our client, Bayside Removals. All this spending only $10 a day in one of the most competitive industries!
When we take on a client with a small budget we apply a 3-step method to get them a higher return on investment. The method can be applied to all industries, as long as your customers are actively searching for you online. Now, let's break down the method we used for Bayside Removals, a local Brisbane-based removalist.
Step 1: Get relevant traffic
When Bayside Removals came to us their campaign was filled with broad keywords. What that meant was the campaign was attracting people that were not their ideal customers. Some of the phrases people were searching for when their ads were being clicked on were:
The list of irrelevant search phrases was very long, so we added a large number of negative keywords. A negative keyword will tell Google that when these words are searched for, we don’t want our ads showing up. This way, we won’t pay for a click for this irrelevant traffic.
Step 2: Tailor your ad copy to your customers
One of the metrics we look at to determine whether our ads are placed in front of our client's ideal customers is the click-through rate. In your Google Ads account, this will be the column named “CTR”.
Google suggests that your click-through rate should be around 2%. We initially aim to achieve a CTR of 4%. Your negative keywords from the previous step will help with improving this. More importantly, ensuring that you match the ad copy to what your customers search for will be imperative in improving your CTR. To the right is an example of the improvements we made to our client's Google Ads ad copy. Before coming to us at Gordon Digital, Bayside Removals was experiencing a 2.17% click-through rate. In the past 3 months, they've averaged a click-through rate of 27.73%.
Step 3: Send traffic to a landing page
The last and probably the most important step is to ensure that you're sending your customers to a landing page that converts. By converting we mean it should turn them into a customer. Now, we could write an entire book on landing pages and the importance that they play in your Google Ads campaigns, but for now, we'll leave you with this. Your landing page must clearly show your customer:
- What you do (hopefully this is also what they searched for)
- Why they should choose you over your competitors
- What they need to do next (call you, fill in this form to get a quote, email you, etc.)
Following this three-step formula, we were able to run a campaign on only $10 per day targeting very relevant customers. We then showed these people what they were looking for in both the ad-copy (getting them to click through) and the landing page they arrived on. This generated us a return of $132 for every $1 spent in their campaign.
If you would like to achieve results like Bayside Removals, call us now to speak with our Google Ads Strategist 0731240257 .