One of the biggest obstacles we face here at the Gordon Digital studio when a client approaches us needing help with their Google Ads campaigns is a lack of budget to spend with Google. 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. I am going to show you how we turned a $1 spend into $132 in our client, Bayside Removals' pocket, 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 three step method to achieve a positive return on investment for them. The method can be applied to all industries if your customers are actively searching for you online. We break down the method we implemented for Bayside Removals a local Brisbane based removalist here.
Step 1: Get relevant traffic
When Bayside Removalist came to us their campaign was filled with broad keywords. What that meant for them was that they were attracting people to their website that were not their ideal customer. Some of the phrases people were searching for when their ads were being clicked on were:
The list of search phrases that were irrelevant was very long. 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 and therefore we won’t pay for a click for this irrelevant traffic.
Step 2: Tailor your ads to your customers
One of the metrics we look at to determine if we have got our ads placed in front of our clients ideal customer is the click through rate. In your Google Ads account this will be the column named “CTR”.
Google suggest that your click through rate should be around the 2%. We initially aim to achieve a CTR of 4%. Your negative keywords from the previous step will help with improving this but ensuring that when someone searches for you that you match the copy in that ad to what your customer has searched for will be imperative in improving your CTR. Below is an example of the improvements we made to our clients Google Ads adcopy. Prior to coming on board with Gordon Digital, Bayside Removals was experiencing a 2.17% click through rate. In the previous 3 month they have averaged a click through rate of 27.73%.
Step 3: Send traffic to a landing page
The last step and probably the most important one is to ensure that you are sending your customers to a landing page that will turn them into a customer. Now I could write an entire book on landing pages and the importance that they play in your Google Ads campaigns but for now I will 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 and tell them 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 relevant customers what they were looking for in both the ad-copy that they chose to click through and the landing page they landed on. This generated us a return of $132 for every $1 spent in their campaign. Call us now to speak with a Google Ads Manager on 0731240257 if you would like to achieve results like Bayside Removals.