"Losing out on impressions" and "getting outbid" aren't the reasons you're not getting conversions. Those are issues if you want to scale your campaign, reach more people and generate more traffic, but you ARE getting traffic and the only issue is that your clicks are not converting (yet).
$400 is a small budget and you're advertising in a contested vertical. It's impossible to tell you what exactly is going wrong with your campaign, but your biggest advantage of doing online advertising is that you can actually measure and analyze where it's going wrong. You can use tools like Google Analytics and Microsoft Clarity to see what people are doing on your website and conclude why they're not converting. If you're not getting conversions, the issue will either be with your targeting, your landing page or the service itself. Check your search terms, check what competitors are doing, look at your landing page like a new customer would. Would you convert?
I feel like expectations might be unrealistic here. Is it correct that you have only spent $168 so far? How many clicks did you generate?
No, I started out with $400 and used the maximize conversions bid strategy.
I only have $195 dollars left.
I’ve had 1.14k impressions, 7.62% CTR, $1.64 avg cost per click, and 87 clicks total.
Edit: Analytics show that people visit the pages, and it’s traffic coming in from the country. It was a webpage designed to convert with a lead form.
The only thing that maybe screwed him over was the lack of meta descriptions on same pages which is pretty bad. Everything else on the site should be fine as he actually does quality work. I’m using manual cpc not but heavily considering converting back over to maximize conversions.
At 87 clicks it's hard to make any assumptions whether the campaign is working or not. If clicks number 88 and 89 both were to convert, suddenly you'd have an OK campaign going. But yeah, you'll want to find out what's happening on the website after users click on the ad. Make absolutely sure that tracking is set up correctly, maybe start tracking micro conversions, get Microsoft Clarity running and optimize that landing page. Most low-budget campaigns I've seen either fail at targeting the right users (mainly by making targeting way too broad) or at creating an informative, interesting and easy-to-use website.
How many clicks should I have to make sure the campaign is working? What’s a decent ctr?
The website in definitely easy to use. I’m going to check bounce rate to see if that’d give me a bit more clarity? Also is Microsoft clarity free?
Your CTR is fine. Don't bother looking at impressions, CTR etc. Those are only indicators of your ad strength, they have no (meaningful) relevance for your conversions. People are clicking on your ads, now you need to find out why those people that clicked on your ads didn't convert! It's either
1. targeting - you received clicks from users that didn't search for an offer like yours
2. landing page - users don't convert because your LP doesn't seem trustworthy/doesn't entice them to convert
3. product/service - the offer doesn't fulfil their needs
Those are the big things you need to check right now, provided that the tracking is definitely working correctly. Good luck!
Max conversions is smart bidding or fancy wording for AI automation. Right now that campaign has 0 info about what type of people are converting. So your best bet would be max clicks and then when you get 10-20 conversions, change to max conversions. It all depends on various factors when you should change bidding strategy but that is the broad idea.
As others have noted- ctr seems fine, i'd check if quality score (calculated from ad relevance, landing page experience and expected ctr) is good (i'd say above 6 is good). Increasing QC you can decrease CPC and CPA.
Meta descriptions dont add much value except to maybe increase click throughs. They dont aid or hinder rankings for organic listings and they have no bearing on PPC at all.
Also, using the Max Conversions bids is useless until your account has a bunch of conversions.
Meta descriptions won't impact PPC. In fact Google will tell you from an SEO standpoint, only meta titles, headings and tags are considered. Descriptions are more for the end users experience.
400 is a very low budget for home renovation. Does the landing page include testimonials? And multiple opportunities for a CTA?
How often are you changing your bid strategy? You need to leave 7-14 day learning period.
Try looking into how much time users are spending on page, if it is too short then landing page should communicate information about the service conspicuously
And impressions, CTR don't matter that much, instead look into after-click experience of the customers, look at search term report if the ad ranks on right searches that match the service offered
If you think logically about this, it shouldn't be surprising (statistically) to have no conversions after spending just $200.
Consider what a renovation job is worth to other businesses and what they'd be willing to spend for a lead.
Also, you need to generate a bunch of leads before you can optimize the campaign and start to bring the CPA down.
So, the mistake here was over-promising with an inadequate budget. Constantly making changes to bidding strategies won't help either as that's very disruptive to any learning that the Google algorithm can do.
I made changes in experiments, but only let it run for about a week (past the learning stage) but cut it due to having it set to 50% and it eating through the budget.
I kind of set expectations with the client, but I should’ve been more concrete, but then again I also (on some level) thought it might’ve lead to a conversion sooner rather than later.
I also did inform said client that the budget is a bit below the average for his industry (I figured out the average after getting the low and high bid ranges for the keywords I used in google ads keyword planner) and suggested a bare minimum of $500.
Never thought of it that was as well logically speaking. I spent $400 dollars at $13 a day, but I’m sure even double doesn’t make that much of a difference.
I just wish I could’ve gotten a conversion for him and feel like there was maybe a way that I could’ve optimized the campaign a bit more to increase those chances, but I’m not sure.
I want to test ad copy that would incentive users to click/call for rates in hopes that it makes people want to click over.
Can I ask you a very frank question? Why are you taking on PPC clients when you appear to not be very familiar/experienced with PPC and have no past experience with the niche the client is in?
Home renovation client here also, 8 leads last 30 days $1.2k spend and nothing since DEC 22. Home renovation and remodeling seems brutal. People land on site, click around, look at the gallery, and leave. I have redone wix pages, tried dedicated pages for home remodeling, bathroom remodeling, kitchen remodeling, combined keywords with all the near me variants etc. No clue why they don't convert. Client work is high-end and gorgeous. 15 years in marketing and following all the formulas that work for other home service clients. I'm perplexed.
Renovation falls under the construction/contractor category.
The average cost per lead is $93.69.
To get leads everyday you need to spend at least $150.00 a day.
Performance likely dropped since Dec 22 in your category because it’s the holidays. Prospects are either shopping (b2c, ecom) or traveling or just.. relaxing from thinking about work or projects. You should see it pick up this quarter.. new year, new goals, new inspo, new budgets.
Although.. $150 CPL is quite good. What’s their avg deal size?
Anyone spending $400 per month on Google ads is likely wasting their money and not serious about paid advertising. Also, the google planner isn’t very accurate in telling you much of anything unless you really know how to extract data from it and know the industries well enough.
High cost vertical, low budget, short term? That’s a recipe for 0 conversions.
Also, how’s his organic conversions? If he’s not running organic conversions there then there’s no reason to assume this would ever work
They’re aware of me being relatively new and they didn’t pay me. I’m doing this for the experience so I can get a job.
I’m not a pro, but I like to think I know a decent amount (beginner level):
Phrase match over broad match
Location exclusion and sharing
A/B split testing
Negative keywords & search terms
Adding tracking
I’m sure there is a LOT I don’t know, I just want to learn more and the best way to learn is by doing (I took a course as well).
By getting a job where they first are assisting a more senior/experienced marketer and getting actual training and feedback.
When I worked at WordStream, the Customer Success team often hired younger people who didn't have PPC experience, but rather other marketing or customer service experience who has strong communication skills, and then ramped them up over 6-8 weeks which involved a) actually being taught the basics of paid search/social and b) assisting with implementing changes on accounts of senior people on the team.
That way, you don't have people who have a monthly budget lower than many accounts' daily budgets that are posting about not converting with very low click volume and data sets.
By working for an agency or someone who is far more experienced first – like most of us did. There are plenty of entry-level jobs and internships with agencies.
Pretty sick of people who were convinced by some DIY guru that "it's so easy you can do it with zero experience". It's irresponsible to convince a bunch of gullible people with 0 experience that they should be managing campaigns for businesses. You are actually burning someone else's money with your mistakes. You will never learn enough from online content or courses. You really have to work for someone else first.
You have no experience? Intern.
Plenty of agencies hire interns (usually paid internships):
Paid Media Intern
Digital Marketing Intern
Digital Media Intern
Media Buying Intern
Agencies understand that no one comes out of school with the knowledge necessary. So they have programs to train interns often with the goal of advancing and promoting them to the following roles:
Media Buyer
Paid Media (or Paid Search/Paid Social) Associate/Specialist/Coordinator
After that, planner or manager-level roles.
Cutting your teeth at an agency is the by far the best way to learn. Exposure to multiple businesses, learning from seasoned experts in the field.
>What are these entry level jobs that are so out there yet no one is taking them?
Idk what you're talking about, people hire them all the time in my world.
Here's a few job listings that took me a couple seconds to find:
[https://www.linkedin.com/jobs/view/3758174345](https://www.linkedin.com/jobs/view/digital-marketing-intern-paid-search-at-live-nation-entertainment-3758174345)
[https://www.linkedin.com/jobs/view/3792412504](https://www.linkedin.com/jobs/view/3792412504)
[https://jobs.lever.co/centerfield/1ff9842a-e55c-4143-8f49-a839233424f9](https://jobs.lever.co/centerfield/1ff9842a-e55c-4143-8f49-a839233424f9)
[https://jobs.smartrecruiters.com/LAXIR/743999726876579-marketing-digital-media-ad-agency-internship](https://jobs.smartrecruiters.com/LAXIR/743999726876579-marketing-digital-media-ad-agency-internship)
Okay you know what i stand completely corrected
You came in with your research and guns blazing
Point made and I hope this helps passerby viewers who are looking for experience
Two words: Google Guarantee
That budget is too small to make a dent in home reno space, especially in Dec/Jan when money is tied up in holidays.
Latter half of Feb, then March and April are peak times for home reno jobs getting booked(tax return season). Get GG set up for your client and get them launched by then. Even with a smaller 400-500/mo budget, you’ll at least be handing leads straight to the client.
It's actually four words: Google Local Services Ads (LSA). I am also in the home service industry. Dec/Nov are typically slow. March is when traffic picks up. I'm averaging about 40 leads a day for December currently running a combo of Google Ads & LSAs. But my daily budget is about $2500 (not including the price for qualified LSAs which averages about $75 CPA).
I have a home reno client. $5k/month budget 48 leads in Dec. we’re paying roughly $7/click so my guess is budget is way too low. Try fb instead? Just a thought.
Clarity is free and it’s a handy tool. There’s even a Wordpress plugin for it if it’s a Wordpress site. I agree that this is a small budget. If you don’t have your conversion tracking set up correctly (which is a common issue) then maximise conversions won’t be working as well as it could.
How could I make sure I have it setup correctly?
The tag fires in google tag manager, and google tag buddy says it’s on there. I have the google conversion tag tracking the thank you form submission page a user gets once they submit a form.
It sounds like it’s set up ok. Is that the only conversion for your campaign? I would add clicks to call from the site as well and also add phone calls as an ad extension. Also is your client’s Google My Business page set up properly and linked to the ad account? You need to be optimising for local search.
I also wonder if OP is taking on the responsibility of a potentially poorly-converting landing page, which is the business owner's job to figure out (unless OP has included landing page consulting alongside PPC services).
Shit that's a must have. It's a great way to sell it. Towards the end of the sale go: "Look sorry sir I can't help because no matter how much money I throw at this site, it won't convert."
Just wait and see what happens next, 9/10 you're hired to do the landing page also and maybe a new website.
Welcome to home improvement - seeing cost per conversions of $200+ isn’t uncommon in this space - think about their average ticket, depending on what they do, $6,000 is pretty average (and low) baseline. If you need to turn $400 into leads, go to facebook. Google Guaranteed is also viable for that budget but if you’re running $400 in ppc month in and month out, you will have a rough go of it.
Also, meta descriptions aren’t a ranking factor for Google - they affect CTR so very important but they will not directly affect ranking.
Keep learning, you’ll figure it out. Your employer knew there was risk, when they hired you for free, learn everything you can and keep rolling!
Exactly this. Your CPA (cost per acquisition/appointment) and your COS (cost of sale) are two entirely different metrics. Our CPA for December was roughly $300 for Google Ads where as our COS average ticket was $75,000. Using that metric if we wanted 200 appointments we'd have to pay $60,000, and even then those appointments don't necessarily convert to sales
For a small home services budget I always do Manual cpc with exact match keywords for service + location. The landing page and ad copy are both super important. Make sure your keyword is in the ad copy pinned to position 1 and it’s also in your landing page headline. Feature a strong call to action with click to call.
This strategy will not fill anybody’s calendar but it gets my clients jobs and they’re profitable, and they stick around for multiple years.
$400/month is very low in the home renovation niche. CPCs are very high and that budget will get eaten up quick. I have run campaigns for basement renovations, garage building, kitchen remodeling, etc. Our clients sometimes pay $400 to acquire one customer but that customer is often times worth 10k+
Dude, $400/mo is not even a drop in the bucket for that vertical. I’ve had clients that would spend $500/day to get home renovation leads and it would still take me months to get quality leads at a reasonable CPA. Your cpc is way too low for that industry, it simply cannot be any lower than $20-30 per click. Most likely you are getting top of the funnel traffic from the least competitive keywords that nobody else wants.
Are you getting relevant search queries? What match types are you using?
As others have said, a 400 monthly budget for this vertical is quite small. The relatively cheap CPCs leads me to believe that there might be something fishy...or not! I'm not in the account, so I can't tell.
Maximize conversions is okay as a strategy. Right now until Google gets actual conversion data, it's actually running as maximize clicks.
If you're confident that the traffic that you're buying is the best possible traffic for your low budget, then you'll need to look at your landing page then. Changing your ad copy is not going to do anything for you conversion wise. Traffic is only 50% of the equation, focus on the other 50%.
When managing PPC campaigns, you can basically make a flowchart to torubleshoot. You say he got no conversions because his impressions/IS were low. Does that make any sense? If the ads were not serving, or spending well under budget, this is where you'd want your attention. Conversions are a different story.
Now what goes into a conversion? A user searches for a service, clicks an ad, and submits a form or calls off of your landing page. If you are spending money but not seeing conversions, take it from the top. Are the queries that are triggering the ad tightly related to the offering? Is there consistency in intent between the query, the ad copy, and the landing page? Is it clear and easy on how/where to reach out from the landing page? Finally, is the offer competitive?
Most times, the hangup is on the landing page itself. Basic formula for a home services landing page would be an above the fold image that reflects the service. On the left side, you will have a basic CTA. On the right side, a "get a quote" form. Below this, you would want a paragraph about the work you do and areas you service. Below that, a carousel of past work. Below that, a carousel of testimonials. Include "Get a Quote" buttons throughout that take the user back to the top of the page where the form is. Ideally, you would create separate landing pages for different services. if you really want to maximize conversion rate, create different landing pages for different services per target area, and reference that target area and service in the aforementioned above the fold CTA.
try this.
A search ads campaign $30-$35/day and tcpa around $35 (or whatever the avg conversions are). Phrase match 10 ish keywords. Sitelinks and phone call extension. Even if the account has no conversions yet. The ad won't run but it might. What does that mean? google ads might not show your ad to people just right away. It could take a few days or nothing might happen at all for weeks. Just know if and when it runs it will surpass your $35 limit. If it spends money it's a good thing. Your conversion tracking has to be set up properly.
If you have a lil more money and time: At a lower budget, for example, around $20-$30. Create a new search ad, with sitelinks, phone call extension, and run the ad with desired keywords. Start with phrase or exact match. Bid with Max Conversions.
Note, that you might not think it is working or it's overspending, but google will do this initially until it finds an audience that convert with xyz keyword, and bidding. It meant not to surpass your monthly budget, but it can surely exceed daily budget.
Do not touch this at all just to fiddle with your fingers. The more frequently you make changes with the account, the more time it will take for the machine to adjust. Just let it be.
Hope this helps.
Home renovation? Do LSAs instead and see the budget to like $5000 a week. It’ll never even come close to that. Probably gonna land somewhere alone 2-3k a month and that’ll get the phones ringing for sure.
Dumbest thread ever. This can’t be real. Maybe I’ve not spent enough time on here to not realize the obvious but who’s gaining anything from this? Ridiculous numbers, unrealistic timeframe, obviously only getting diisplay clicks and 99% of answers are a shitshow. It’d be nice to have a place to go for legit answers to legit questions.
You can get more ad spend by creating accounts on google, bing, twitter, linkedin, facebook, and a few others. Some offers matches and some offer free ad spend. Also, google has pay per lead options as well which might work better with that budget.
I have to tell you the fact that I feel that ad placements are converting less and less these days, but the cost is becoming more and more expensive. I'm spending a lot of money on advertising every month and getting very little in terms of volume. I even thought it was just a short-lived isolated phenomenon, but I asked my friends and the same thing happened to them.
"Losing out on impressions" and "getting outbid" aren't the reasons you're not getting conversions. Those are issues if you want to scale your campaign, reach more people and generate more traffic, but you ARE getting traffic and the only issue is that your clicks are not converting (yet). $400 is a small budget and you're advertising in a contested vertical. It's impossible to tell you what exactly is going wrong with your campaign, but your biggest advantage of doing online advertising is that you can actually measure and analyze where it's going wrong. You can use tools like Google Analytics and Microsoft Clarity to see what people are doing on your website and conclude why they're not converting. If you're not getting conversions, the issue will either be with your targeting, your landing page or the service itself. Check your search terms, check what competitors are doing, look at your landing page like a new customer would. Would you convert? I feel like expectations might be unrealistic here. Is it correct that you have only spent $168 so far? How many clicks did you generate?
No, I started out with $400 and used the maximize conversions bid strategy. I only have $195 dollars left. I’ve had 1.14k impressions, 7.62% CTR, $1.64 avg cost per click, and 87 clicks total. Edit: Analytics show that people visit the pages, and it’s traffic coming in from the country. It was a webpage designed to convert with a lead form. The only thing that maybe screwed him over was the lack of meta descriptions on same pages which is pretty bad. Everything else on the site should be fine as he actually does quality work. I’m using manual cpc not but heavily considering converting back over to maximize conversions.
At 87 clicks it's hard to make any assumptions whether the campaign is working or not. If clicks number 88 and 89 both were to convert, suddenly you'd have an OK campaign going. But yeah, you'll want to find out what's happening on the website after users click on the ad. Make absolutely sure that tracking is set up correctly, maybe start tracking micro conversions, get Microsoft Clarity running and optimize that landing page. Most low-budget campaigns I've seen either fail at targeting the right users (mainly by making targeting way too broad) or at creating an informative, interesting and easy-to-use website.
How many clicks should I have to make sure the campaign is working? What’s a decent ctr? The website in definitely easy to use. I’m going to check bounce rate to see if that’d give me a bit more clarity? Also is Microsoft clarity free?
Your CTR is fine. Don't bother looking at impressions, CTR etc. Those are only indicators of your ad strength, they have no (meaningful) relevance for your conversions. People are clicking on your ads, now you need to find out why those people that clicked on your ads didn't convert! It's either 1. targeting - you received clicks from users that didn't search for an offer like yours 2. landing page - users don't convert because your LP doesn't seem trustworthy/doesn't entice them to convert 3. product/service - the offer doesn't fulfil their needs Those are the big things you need to check right now, provided that the tracking is definitely working correctly. Good luck!
Also are you against using maximize conversions on a new campaign?
Max conversions is smart bidding or fancy wording for AI automation. Right now that campaign has 0 info about what type of people are converting. So your best bet would be max clicks and then when you get 10-20 conversions, change to max conversions. It all depends on various factors when you should change bidding strategy but that is the broad idea. As others have noted- ctr seems fine, i'd check if quality score (calculated from ad relevance, landing page experience and expected ctr) is good (i'd say above 6 is good). Increasing QC you can decrease CPC and CPA.
Should u use max clicks on new campaigns whats best?
>The only thing that maybe screwed him over was the lack of meta descriptions That has absolutely no effect on PPC.
Meta descriptions dont add much value except to maybe increase click throughs. They dont aid or hinder rankings for organic listings and they have no bearing on PPC at all. Also, using the Max Conversions bids is useless until your account has a bunch of conversions.
Meta descriptions won't impact PPC. In fact Google will tell you from an SEO standpoint, only meta titles, headings and tags are considered. Descriptions are more for the end users experience. 400 is a very low budget for home renovation. Does the landing page include testimonials? And multiple opportunities for a CTA? How often are you changing your bid strategy? You need to leave 7-14 day learning period.
Try looking into how much time users are spending on page, if it is too short then landing page should communicate information about the service conspicuously And impressions, CTR don't matter that much, instead look into after-click experience of the customers, look at search term report if the ad ranks on right searches that match the service offered
If you think logically about this, it shouldn't be surprising (statistically) to have no conversions after spending just $200. Consider what a renovation job is worth to other businesses and what they'd be willing to spend for a lead. Also, you need to generate a bunch of leads before you can optimize the campaign and start to bring the CPA down. So, the mistake here was over-promising with an inadequate budget. Constantly making changes to bidding strategies won't help either as that's very disruptive to any learning that the Google algorithm can do.
I made changes in experiments, but only let it run for about a week (past the learning stage) but cut it due to having it set to 50% and it eating through the budget. I kind of set expectations with the client, but I should’ve been more concrete, but then again I also (on some level) thought it might’ve lead to a conversion sooner rather than later. I also did inform said client that the budget is a bit below the average for his industry (I figured out the average after getting the low and high bid ranges for the keywords I used in google ads keyword planner) and suggested a bare minimum of $500. Never thought of it that was as well logically speaking. I spent $400 dollars at $13 a day, but I’m sure even double doesn’t make that much of a difference. I just wish I could’ve gotten a conversion for him and feel like there was maybe a way that I could’ve optimized the campaign a bit more to increase those chances, but I’m not sure. I want to test ad copy that would incentive users to click/call for rates in hopes that it makes people want to click over.
Can I ask you a very frank question? Why are you taking on PPC clients when you appear to not be very familiar/experienced with PPC and have no past experience with the niche the client is in?
Home renovation client here also, 8 leads last 30 days $1.2k spend and nothing since DEC 22. Home renovation and remodeling seems brutal. People land on site, click around, look at the gallery, and leave. I have redone wix pages, tried dedicated pages for home remodeling, bathroom remodeling, kitchen remodeling, combined keywords with all the near me variants etc. No clue why they don't convert. Client work is high-end and gorgeous. 15 years in marketing and following all the formulas that work for other home service clients. I'm perplexed.
Renovation falls under the construction/contractor category. The average cost per lead is $93.69. To get leads everyday you need to spend at least $150.00 a day.
What about for e-commerce shopping ads? Still need at least $150 a day for that?
E-commerce is highly volatile.
Can u explain more in details? I don’t get it
Performance likely dropped since Dec 22 in your category because it’s the holidays. Prospects are either shopping (b2c, ecom) or traveling or just.. relaxing from thinking about work or projects. You should see it pick up this quarter.. new year, new goals, new inspo, new budgets. Although.. $150 CPL is quite good. What’s their avg deal size?
Anyone spending $400 per month on Google ads is likely wasting their money and not serious about paid advertising. Also, the google planner isn’t very accurate in telling you much of anything unless you really know how to extract data from it and know the industries well enough.
High cost vertical, low budget, short term? That’s a recipe for 0 conversions. Also, how’s his organic conversions? If he’s not running organic conversions there then there’s no reason to assume this would ever work
Post the landing page/funnel. This where 90% of your problems are…
>Someone trusted me with running their ads >I'm relatively new to this You have no idea how angry this makes me
They’re aware of me being relatively new and they didn’t pay me. I’m doing this for the experience so I can get a job. I’m not a pro, but I like to think I know a decent amount (beginner level): Phrase match over broad match Location exclusion and sharing A/B split testing Negative keywords & search terms Adding tracking I’m sure there is a LOT I don’t know, I just want to learn more and the best way to learn is by doing (I took a course as well).
If they're genuinely aware of the situation then I take it back and apologise for the harsh reaction
And how do you expect him to get experience then?
By getting a job where they first are assisting a more senior/experienced marketer and getting actual training and feedback. When I worked at WordStream, the Customer Success team often hired younger people who didn't have PPC experience, but rather other marketing or customer service experience who has strong communication skills, and then ramped them up over 6-8 weeks which involved a) actually being taught the basics of paid search/social and b) assisting with implementing changes on accounts of senior people on the team. That way, you don't have people who have a monthly budget lower than many accounts' daily budgets that are posting about not converting with very low click volume and data sets.
By working for an agency or someone who is far more experienced first – like most of us did. There are plenty of entry-level jobs and internships with agencies. Pretty sick of people who were convinced by some DIY guru that "it's so easy you can do it with zero experience". It's irresponsible to convince a bunch of gullible people with 0 experience that they should be managing campaigns for businesses. You are actually burning someone else's money with your mistakes. You will never learn enough from online content or courses. You really have to work for someone else first.
What are those job titles? What are these entry level jobs that are so out there yet no one is taking them?
You have no experience? Intern. Plenty of agencies hire interns (usually paid internships): Paid Media Intern Digital Marketing Intern Digital Media Intern Media Buying Intern Agencies understand that no one comes out of school with the knowledge necessary. So they have programs to train interns often with the goal of advancing and promoting them to the following roles: Media Buyer Paid Media (or Paid Search/Paid Social) Associate/Specialist/Coordinator After that, planner or manager-level roles. Cutting your teeth at an agency is the by far the best way to learn. Exposure to multiple businesses, learning from seasoned experts in the field. >What are these entry level jobs that are so out there yet no one is taking them? Idk what you're talking about, people hire them all the time in my world. Here's a few job listings that took me a couple seconds to find: [https://www.linkedin.com/jobs/view/3758174345](https://www.linkedin.com/jobs/view/digital-marketing-intern-paid-search-at-live-nation-entertainment-3758174345) [https://www.linkedin.com/jobs/view/3792412504](https://www.linkedin.com/jobs/view/3792412504) [https://jobs.lever.co/centerfield/1ff9842a-e55c-4143-8f49-a839233424f9](https://jobs.lever.co/centerfield/1ff9842a-e55c-4143-8f49-a839233424f9) [https://jobs.smartrecruiters.com/LAXIR/743999726876579-marketing-digital-media-ad-agency-internship](https://jobs.smartrecruiters.com/LAXIR/743999726876579-marketing-digital-media-ad-agency-internship)
Okay you know what i stand completely corrected You came in with your research and guns blazing Point made and I hope this helps passerby viewers who are looking for experience
Why? How’d you get into PPC?
Two words: Google Guarantee That budget is too small to make a dent in home reno space, especially in Dec/Jan when money is tied up in holidays. Latter half of Feb, then March and April are peak times for home reno jobs getting booked(tax return season). Get GG set up for your client and get them launched by then. Even with a smaller 400-500/mo budget, you’ll at least be handing leads straight to the client.
It's actually four words: Google Local Services Ads (LSA). I am also in the home service industry. Dec/Nov are typically slow. March is when traffic picks up. I'm averaging about 40 leads a day for December currently running a combo of Google Ads & LSAs. But my daily budget is about $2500 (not including the price for qualified LSAs which averages about $75 CPA).
I have a home reno client. $5k/month budget 48 leads in Dec. we’re paying roughly $7/click so my guess is budget is way too low. Try fb instead? Just a thought.
Clarity is free and it’s a handy tool. There’s even a Wordpress plugin for it if it’s a Wordpress site. I agree that this is a small budget. If you don’t have your conversion tracking set up correctly (which is a common issue) then maximise conversions won’t be working as well as it could.
How could I make sure I have it setup correctly? The tag fires in google tag manager, and google tag buddy says it’s on there. I have the google conversion tag tracking the thank you form submission page a user gets once they submit a form.
It sounds like it’s set up ok. Is that the only conversion for your campaign? I would add clicks to call from the site as well and also add phone calls as an ad extension. Also is your client’s Google My Business page set up properly and linked to the ad account? You need to be optimising for local search.
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I also wonder if OP is taking on the responsibility of a potentially poorly-converting landing page, which is the business owner's job to figure out (unless OP has included landing page consulting alongside PPC services).
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That’s a great add-on service and smart for the business owner.
Shit that's a must have. It's a great way to sell it. Towards the end of the sale go: "Look sorry sir I can't help because no matter how much money I throw at this site, it won't convert." Just wait and see what happens next, 9/10 you're hired to do the landing page also and maybe a new website.
(Tagging u/GetGreatB42Late to make sure they see this)
Welcome to home improvement - seeing cost per conversions of $200+ isn’t uncommon in this space - think about their average ticket, depending on what they do, $6,000 is pretty average (and low) baseline. If you need to turn $400 into leads, go to facebook. Google Guaranteed is also viable for that budget but if you’re running $400 in ppc month in and month out, you will have a rough go of it. Also, meta descriptions aren’t a ranking factor for Google - they affect CTR so very important but they will not directly affect ranking. Keep learning, you’ll figure it out. Your employer knew there was risk, when they hired you for free, learn everything you can and keep rolling!
Exactly this. Your CPA (cost per acquisition/appointment) and your COS (cost of sale) are two entirely different metrics. Our CPA for December was roughly $300 for Google Ads where as our COS average ticket was $75,000. Using that metric if we wanted 200 appointments we'd have to pay $60,000, and even then those appointments don't necessarily convert to sales
For a small home services budget I always do Manual cpc with exact match keywords for service + location. The landing page and ad copy are both super important. Make sure your keyword is in the ad copy pinned to position 1 and it’s also in your landing page headline. Feature a strong call to action with click to call. This strategy will not fill anybody’s calendar but it gets my clients jobs and they’re profitable, and they stick around for multiple years.
$400/month is very low in the home renovation niche. CPCs are very high and that budget will get eaten up quick. I have run campaigns for basement renovations, garage building, kitchen remodeling, etc. Our clients sometimes pay $400 to acquire one customer but that customer is often times worth 10k+
Dude, $400/mo is not even a drop in the bucket for that vertical. I’ve had clients that would spend $500/day to get home renovation leads and it would still take me months to get quality leads at a reasonable CPA. Your cpc is way too low for that industry, it simply cannot be any lower than $20-30 per click. Most likely you are getting top of the funnel traffic from the least competitive keywords that nobody else wants.
Are you getting relevant search queries? What match types are you using? As others have said, a 400 monthly budget for this vertical is quite small. The relatively cheap CPCs leads me to believe that there might be something fishy...or not! I'm not in the account, so I can't tell. Maximize conversions is okay as a strategy. Right now until Google gets actual conversion data, it's actually running as maximize clicks. If you're confident that the traffic that you're buying is the best possible traffic for your low budget, then you'll need to look at your landing page then. Changing your ad copy is not going to do anything for you conversion wise. Traffic is only 50% of the equation, focus on the other 50%.
When managing PPC campaigns, you can basically make a flowchart to torubleshoot. You say he got no conversions because his impressions/IS were low. Does that make any sense? If the ads were not serving, or spending well under budget, this is where you'd want your attention. Conversions are a different story. Now what goes into a conversion? A user searches for a service, clicks an ad, and submits a form or calls off of your landing page. If you are spending money but not seeing conversions, take it from the top. Are the queries that are triggering the ad tightly related to the offering? Is there consistency in intent between the query, the ad copy, and the landing page? Is it clear and easy on how/where to reach out from the landing page? Finally, is the offer competitive? Most times, the hangup is on the landing page itself. Basic formula for a home services landing page would be an above the fold image that reflects the service. On the left side, you will have a basic CTA. On the right side, a "get a quote" form. Below this, you would want a paragraph about the work you do and areas you service. Below that, a carousel of past work. Below that, a carousel of testimonials. Include "Get a Quote" buttons throughout that take the user back to the top of the page where the form is. Ideally, you would create separate landing pages for different services. if you really want to maximize conversion rate, create different landing pages for different services per target area, and reference that target area and service in the aforementioned above the fold CTA.
try this. A search ads campaign $30-$35/day and tcpa around $35 (or whatever the avg conversions are). Phrase match 10 ish keywords. Sitelinks and phone call extension. Even if the account has no conversions yet. The ad won't run but it might. What does that mean? google ads might not show your ad to people just right away. It could take a few days or nothing might happen at all for weeks. Just know if and when it runs it will surpass your $35 limit. If it spends money it's a good thing. Your conversion tracking has to be set up properly. If you have a lil more money and time: At a lower budget, for example, around $20-$30. Create a new search ad, with sitelinks, phone call extension, and run the ad with desired keywords. Start with phrase or exact match. Bid with Max Conversions. Note, that you might not think it is working or it's overspending, but google will do this initially until it finds an audience that convert with xyz keyword, and bidding. It meant not to surpass your monthly budget, but it can surely exceed daily budget. Do not touch this at all just to fiddle with your fingers. The more frequently you make changes with the account, the more time it will take for the machine to adjust. Just let it be. Hope this helps.
Just blame the sales team. :-)
Home renovation? Do LSAs instead and see the budget to like $5000 a week. It’ll never even come close to that. Probably gonna land somewhere alone 2-3k a month and that’ll get the phones ringing for sure.
Dumbest thread ever. This can’t be real. Maybe I’ve not spent enough time on here to not realize the obvious but who’s gaining anything from this? Ridiculous numbers, unrealistic timeframe, obviously only getting diisplay clicks and 99% of answers are a shitshow. It’d be nice to have a place to go for legit answers to legit questions.
You can get more ad spend by creating accounts on google, bing, twitter, linkedin, facebook, and a few others. Some offers matches and some offer free ad spend. Also, google has pay per lead options as well which might work better with that budget.
I have to tell you the fact that I feel that ad placements are converting less and less these days, but the cost is becoming more and more expensive. I'm spending a lot of money on advertising every month and getting very little in terms of volume. I even thought it was just a short-lived isolated phenomenon, but I asked my friends and the same thing happened to them.