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Building long-tail Google Ads campaigns for fun and profit

A detailed account of a Fastlane process...

Andy Black

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Here's what I've setup so far and why.

1) Someone Googles on their mobile for "xyz carlisle" (Carlisle being a location in the UK).

2) They click this ad:

1680302666688.png


3) They visit this dynamic landing page:

1680302802858.png


4) They click the "Get Notified" button and get sent to this Google Form:

I'd like to send parameters to the form to pre-populate some answers if possible. This article might help:
1680302874336.png

1680302896834.png

1680302922563.png

I'd like to send people to a specific Thank-You page so we can better track conversions and have more flexibility. We can probably get conversion tracking work.

1680302941345.png

5) Their data is automatically added to a Google Sheet:
  • I've tested it a couple of times, hence the two entries.
  • It's amazing seeing the headings change in the Google Sheet as you change the questions in the Google Form.

1680303050047.png

6) We'll setup an automation to add their details into ConvertKit, SendGrid, or MailerLite so they get an automated email sequence, and so we can send regular notifications as promised.



Why this way?​


Google Ad
-> Simple Landing Page
-> Google Form
-> Google Sheet
-> Email Service Provider (ESP)

1) Google Ads are simple to setup (when you know how of course) and low maintenance when dialed in.

2) The Google Form is simple to create and amend. We don't need to wait for a developer to do this.

3) The data is sent into a Google Sheet so we can view the data more easily than if it was in an ESP like ConvertKit.

4) We can switch which ESP we're using. Our data is stored in a Google Sheet in the first instance. This serves as a backup of our data too (although we'll not know when someone's unsubscribed).



Off we go again!
  • I cloned the campaigns that contained the 36k ad groups. I wanted to change the ad copy but keep the original campaigns untouched (so I can compare previous stats, and also in case I wanted to "fall-back" to the old campaigns).
  • I've just set the new campaigns running again with a €5/day budget.
  • Hopefully everything will be in order and Google doesn't see the landing page as a "bridge page" to the Google Form, and that we're also not "information harvesting".
 
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Andy Black

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I thought I'd check in on the campaigns sending visitors to the page and Google Form in the previous post.


Daily Google Ads stats:
  • Bids are €0.25 and that's what we're paying per click.
  • Budget is €5/day and we're spending less than that. We've not lost any Impression Share due to budget (except a tiny bit on Saturday).
  • We could increase bids a bit to get more volume, but I'm happy with this daily trickle of visitors at the moment.
  • We've not got conversion tracking setup, but that's OK as I can see entries getting added to the Google Sheet (see below).
  • For Saturday, the lost Impression Shares add up to 92.01%, meaning we showed 7.99% of the time. If 142 impressions is 7.99% then we can estimate there were 1,777 searches.
1680683135758.png


Form Fills:
  • There was only 1 over the weekend and I was tempted to turn this off and have a rethink. But I never got round to it and I'm glad because there's been 5 form fills out of 18 visitors this week so far.
  • Interestingly, only half the people signing up want regular tips and advice. We may change that offer to be some free course and see if that gets more people to say "Yes please". We could also add that to the ad and landing page and see if it increases the CTR and visitor-to-signup conversion rate.
1680683327696.png
 

Tommo

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TL;DR:
  • A decade ago I helped a startup acquire 15k signups a day using Google Ads.
  • Since then we generate leads for clients, but don't store the lead data.
  • We've not done email marketing to date but did a quick test to grow an email list with Google Ads HERE.
  • We're going to start storing the lead data and making use of it.
  • We'll own the whole system end to end: the Google Ads accounts, domains, websites, and emails. Oh, and the consumer facing brands.


More Details:
  • We generate leads for clients using Google Ads.
  • Someone searches on Google, clicks our ad, hits our page and fills in the form. An email is sent to the client.
  • We don't capture the prospect's info. If we did we'd be able to nurture the lead and maybe get them to buy again in the future.
  • We'll also add a little check box and allow people to opt into a list that we'll own.
  • Obviously, we'll have to comply with GDPR and good practice.


A Ficticious Example:

Someone searches for "business grants ireland".

They see our ad for "Business Grants Ireland - Speak To An Expert".

They click and hit our achingly simple landing page:

Looking for a Business Grant in Ireland?
  • Check if you're eligible.
  • Get help applying.
  • Contact us now.
< Contact Us Now >

When they hit the button it asks for their contact details and message.

The contact details and message get sent to the client (like we currently do).

This time we'll put a checkbox on the form and get permission to send more info to the visitor.



We'll also test it the other way round where we get people to opt into the email list and on the Thank-You page we'll present the option to speak to an expert. This might work even better, but we'll start where we are.



We've kicked off two simple projects where each client will likely give us €200 to run some Google Ads tests. The landing pages are being developed and I bought a couple of domains to slap them on.


EDIT: Moved to the outside since it might help people see how they can progress beyond freelancing once they have a skill...
Thanks Andy, I'm not on INSIDERS at the moment so much appreciated
 

Andy Black

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This is for a local lead gen project.

There's not enough volume so the client wanted to double bids from $10 to $20 to see what happened.

Today is Friday and we doubled bids on Wednesday.

Thursday is the first full day running at $20 bids.

Note how I'm comparing Thursday to previous Thursdays.

We can see Impression Share is up, BUT our budget is $25/day and Google took twice that much yesterday.
I think we'll find the Search lost IS (budget) will start increasing.

We'll leave it for the weekend and maybe switch from manual bids to maximise clicks with a max CPC of $20.


1681475297177.png
 
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Andy Black

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Doing some short-head work for a new project.
  • Two keywords, targeting the whole of the US.
  • Rather than load the US as a location, we've loaded each state so we can view the stats by state.
  • If the volumes justify it we'll create a campaign per state.

1681656847352.png
 

Andy Black

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Doing some short-head work for a new project.
  • Two keywords, targeting the whole of the US.
  • Rather than load the US as a location, we've loaded each state so we can view the stats by state.
  • If the volumes justify it we'll create a campaign per state.

View attachment 48336
Can't get any impressions. I suspect the account is under manual review. I tried to chat with a Google rep but the chat button isn't available yet. Will try again later.

Here's the process for getting into a chat:
 

Andy Black

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This morning I wanted to find all the locations in a couple of counties I wasn't already bidding on.

ChatGPT to the rescue.

"List in a table the city, county, state, and statecode for all cities, towns, and villages in Napa County and Sonoma County that are NOT in the following list:
Sonoma
Napa
Yountville
Penngrove
Glen Ellen
Kenwood
Rohnert Park
Healdsburg
Cotati
Petaluma
St. Helena
Calistoga
Eldridge"

Here's some of the result (I'm on my phone so can't screenshot much).

Screenshot_20230421_153759.jpg
 
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Andy Black

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Andy Black

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Some learnings this week:

1) Don't put "Google" into your ads. Ads may not show. (I knew this but forgot.)

2) Google support are getting really bad. I suspected the account in 1) was under review or suspended. Google support told me I needed more keywords per adgroup and to improve our ad rating from "poor". Sigh....

I added some test campaigns into the account that should have worked and they didn't. I then recreated the offending ads in a new account without putting "Google" into the ads, and the campaigns ran straight away.

3) I'm just off a call with an agency owner in Australia. He's really good and we worked together back in 2010. Looking through the search terms in one of his client accounts and I saw some contained "australia". I got him to check the conversion rate of all search terms containing "australia" and it was about 4%. Then I got him to check the conversion rate of all search terms NOT containing "australia" and it was about 2.6%. My learning was that while he's really smart and experienced he hadn't thought of what I see as obvious - that people who type in a location are more likely to convert because they're more frustrated.
 

Andy Black

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Stats last week for a newish project.

Based on these we've halved bids from $5.00 to $2.50

2023-05-08_12-32-56.png
 
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Andy Black

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I've found from running Google Ads campaigns that less is more. You won't believe how simple our landing pages are.

Why does it work when they're simple?

Because landing pages don't convert. People do. From a searcher, to a visitor, to an enquirer, to a client.

Sales happen when you get the right person to the right offer at the right time.

"Feed the starving crowd."
(Gary Halbert)

An agency client said their water damage restoration client got a call and are on the way to a guy's house who's got a burst pipe with water flooding his hardwood floors.

The landing page?

<LOCATION> Water Cleanup Specialists
# Bullet 1
# Bullet 2
# Bullet 3
[ Tap to Call ]
[ Request a Callback ]

1684316133276.png
 

Andy Black

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Restarted one of the projects but using our own leadform instead of a Google Form.

We also changed the ad and landing page to be more about signing up rather than contacting us.

Promising stats for Mon-Wed this week so far:

17% click-through-rate (CTR) and 32% conversion rate (CR) are nice and high - indicating the ad appeals to searchers, and the landing page matches the ad and also appeals. Obviously we can work on this to improve it, but this is good already.

Our cost-per-acquisition (CPA) is €1.55 which is also good. We can maybe improve that over time too.

1684932159648.png


Our leadform is appending signup data to a Google sheet, and this info is Gold for us.
I'll also ask people what they're struggling with the most and give them enough room to rant.
In the meantime, we'll reach out manually via email to everyone and ask them what they're struggling with the most.

1684933785687.png
 

Andy Black

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Day 28 of a local lead gen project:

We're losing too much impression share for one of the small test-cases we took on a few weeks ago. (Note that we're not tracking phone calls yet.)

Here's a note I sent them about it:

Impression Share was 32% last week (meaning ads showed 32% of the time they could have based on the searches performed).

Ads didn't show 51% of the time due to budget.

Budget is currently £10/day.

This implies that if budget was maybe 150% more (at £25/day) then you might get 150% more inquiries per week.

Options:

1) We can increase budget to £25/day and see how it goes.

2) We can leave the budget at £10/day and reduce bids to try to get more clicks and inquiries.

Let me know which you prefer!


2023-11-06_22-35-50.png
 
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Andy Black

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Day 29 of a local lead gen project:

After yesterday's post, the client decided to increase the budget and see how it goes.

Below is what I sent them this morning.

Hope it helps!

We increased the budget to £25/day yesterday and Google took £37 (they can take up to 2x your budget in any given day and average the spend out to £25/day over the month).

Yesterday you had 13 visitors (so that averages £2.98 each).

There were 2 leadforms (although it looks like one was a phone call initially).
How many of these turned into jobs, and for what revenue?

Do you know how many calls you got from the site in total?
(Later on we'll try to figure out how may calls came from Google Ads.)

Don't forget you can see all your leadforms in the Leadforms tab in the Weekly Trading sheet. You can add columns and notes in the Leadforms tab if you want and treat it as a simple CRM until we figure out if you need a more formal CRM.

Screenshot (obviously we didn't blur out confidential bits for the client):

2023-11-08_09-45-02.png
 

Andy Black

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Day 30 of a local lead gen project...

I sent the notes below to the client just now.

It's proof you don't need all the conversion tracking in place to improve performance for a business.

I'm pleased we're heading in the right direction and making a difference for him.

----------------------

Last 7 day stats:

1) Odd that CTR fell yesterday. I suspect it's just an anomaly. CTR is currently 11% today.

2) Google reported 4 conversions and we can see 4 leadforms came through, so it looks like that's working.

3) We're still not reporting calls. We'll figure out how to track calls. We'll start by tracking people clicking the tap-to-call buttons.

4) It's great to hear that this week you had your best two days in business. I presume they were Tue/Wed after we increased the budget from £10/day to £25/day?

5) We'll also figure out a simple CRM with you. In the meantime, keep adding info to the Leadforms tab in the Weekly Trading sheet and we can start pulling the revenue from there into the weekly report.

1699618538677.png
 

Andy Black

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Oh. I forgot (or didn't realise?) this was in the Speedway. Moved outside in case it helps people.
 
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Oh. I forgot (or didn't realise?) this was in the Speedway. Moved outside in case it helps people.
Thank you so much for endless support Mr, May I ask you a question about the "final url" in the key words of gg ads? The red rectan one, I saw your guide on youtube but you seem not fill in this one sir, is this affect our ads from your experience? I just add my website to it anyway :)

Update: it caused the"unmatch destination / not eligible" so I have to remove it, how about the min bid for keyword sir? As my price lower than min cost, it still eligible but not sure it affect much or not.
1708488467926.png
 
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Andy Black

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Thank you so much for endless support Mr, May I ask you a question about the "final url" in the key words of gg ads? The red rectan one, I saw your guide on youtube but you seem not fill in this one sir, is this affect our ads from your experience? I just add my website to it anyway :)

Update: it caused the"unmatch destination / not eligible" so I have to remove it, how about the min bid for keyword sir? As my price lower than min cost, it still eligible but not sure it affect much or not.
View attachment 54367
I've never added a Final URL for a keyword. I've no idea why we'd add one when the ad has a Final URL.

I don't worry about keyword warnings about being below min bids. If I don't get impressions or clicks then I'll try increasing bids.
 

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Pulled the trigger on CookieScript.com

Affordable and simple to setup (or so my developer says).
Hi Andy, I just thought it might be of help to tell you that the website doesn't seem to work well on Safari on Mac (see related picture). I opened in google chrome and there it does display properly. So it's just the compatibility with Safari it seems.

Captura de pantalla 2024-02-21 a la(s) 13.35.03.png
 

Andy Black

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I love these high-volume low-tail clients. Even better if CPCs are low!


We uploaded 5,184 long-tail keyword-ad combinations yesterday:

1708588824023.png

Preliminary results look good:
  • CTR went up (as expected since we've more specific keyword-ad combinations).
  • Google overspent our €210/day budget. Hopefully it will dial in today. If we lose Impression Share due to Budget then we can drop bids.
  • I suspect conversions will continue to come in for the next few days and our CPA will drop for yesterday.
  • I've made another change this morning that should help CTR.
1708588861687.png
 

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I love these high-volume low-tail clients. Even better if CPCs are low!


We uploaded 5,184 long-tail keyword-ad combinations yesterday:

View attachment 54394

Preliminary results look good:
  • CTR went up (as expected since we've more specific keyword-ad combinations).
  • Google overspent our €210/day budget. Hopefully it will dial in today. If we lose Impression Share due to Budget then we can drop bids.
  • I suspect conversions will continue to come in for the next few days and our CPA will drop for yesterday.
  • I've made another change this morning that should help CTR.
View attachment 54395
Thanks for sharing @Andy Black
Do you find the impressions and clicks remain consistent over time with this approach, or do they tail off, and you need to revisit the campaign more often?
 
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Andy Black

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Thanks for sharing @Andy Black
Do you find the impressions and clicks remain consistent over time with this approach, or do they tail off, and you need to revisit the campaign more often?
When dialled in these campaigns are incredibly consistent. The only variation is typically seasonality within the week, month or year (people searching more after the weekend or payday for instance), but even that ends up being consistent. Oh, and things like volcanoes erupting in Iceland can have an impact (ask me how I know).
 

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When dialled in these campaigns are incredibly consistent. The only variation is typically seasonality within the week, month or year (people searching more after the weekend or payday for instance), but even that ends up being consistent. Oh, and things like volcanoes erupting in Iceland can have an impact (ask me how I know).
Thanks.
I'm a fan of anything that continues to be effective but requires minimal ongoing maintenance.
 

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I've never added a Final URL for a keyword. I've no idea why we'd add one when the ad has a Final URL.
Its useful if you want to have a dynamic landing page with keyword insertion for higher quality score. But you can also do that on ad level if you have single keyword ad groups of course.
 
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Andy Black

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Its useful if you want to have a dynamic landing page with keyword insertion for higher quality score. But you can also do that on ad level if you have single keyword ad groups of course.
Ah, gotcha.

Yeah, we use single-keyword ad groups and pass parameters to the page via the URL. We don't use keyword insertion but hardcode what we want to send to the page (e.g. service=Blacksmiths, location=Dublin, headline=Need%20a%20New%20Sword?)
 

Andy Black

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Lower bids got us more clicks for the same daily budget

We were losing impression share due to our €200/day budget so started lowering bids.
(Note that conversions will trickle in over the coming days so the conversion rate for the last few days will increase.)

1709730923286.png
 

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Lower bids got us more clicks for the same daily budget

We were losing impression share due to our €200/day budget so started lowering bids.
(Note that conversions will trickle in over the coming days so the conversion rate for the last few days will increase.)

Uncanny timing, Andy!
I was just thinking about lowering bids for a client campaign when your newsletter flew in.

Do you have any theories on why the impressions rise in this situation?
 
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Andy Black

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Uncanny timing, Andy!
I was just thinking about lowering bids for a client campaign.

Do you have any theories on why the impressions rise in this situation?
If we're losing impression share due to budget then we're not getting as many clicks as we could.

Imagine the budget was €200/day and we were paying €100 per click. Then we can only get two clicks a day and we'd miss out on loads of impressions. (Note that Google throttles how often our ads show throughout the day, they don't show us 100% of the time till we exhaust our budget and then stop showing us.)

Maybe we can drop our CPC to €10 and get 20 clicks a day.

Or maybe we get nothing if that's too low a CPC.
 

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If we're losing impression share due to budget then we're not getting as many clicks as we could.

Imagine the budget was €200/day and we were paying €100 per click. Then we can only get two clicks a day and we'd miss out on loads of impressions. (Note that Google throttles how often our ads show throughout the day, they don't show us 100% of the time till we exhaust our budget and then stop showing us.)

Maybe we can drop our CPC to €10 and get 20 clicks a day.

Or maybe we get nothing if that's too low a CPC.

Yeah makes complete sense.
Was thinking along the same lines.

Maybe the position in the SERPs is lower, but overall more impressions and high CTR (through matching headings) should make up for it.
 

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