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Keeping CPA low

by taguinod
4 replies
  • PPC/SEM
    • |
Hi guys,

I'm running a lead gen campaign for a university and the goal of the campaign is to focus on keeping cpa around 150. This is a very difficult thing to do competing in the education space, but the positive thing is they're not too focused on volume of leads.

My question is, what should my match type strategy be starting from the beginning? I have all my ad groups broken up by keywords and each of them have exact, phrase, and broad match. I'm very hesitant to put broad keywords in there because that's where the cost rises, but at the same time I need to bring in 100 leads a month.

Just a little context, it's all for masters of education online so they're not completely different degrees. We're probably going to have 5 or 6 campaigns running at one time.

Any thoughts or suggestions would be appreciated thanks!
#cpa #keeping #low
  • Profile picture of the author LucidWebMarketing
    Which version of broad match are you using?

    broad match
    or
    +broad +match

    To me, it's not the match type but using explicit keywords to the product. Being too generic is not going to help other than getting more impressions but that's not the goal of advertising. Impressions have to be relevant to have clicks that are relevant and that is how you'll keep CPAs in check. That said, stay away from broad match and use +broad +match but do so carefully.

    Goals such as 100 leads per month are fine but they have to make sense. Too many times I've heard of someone wanting a certain number of leads but it's ten times the search volume of relevant keywords they should be targeting.
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    • Profile picture of the author taguinod
      Thanks for your reply LucidWebMarketing!

      I'm using +broad +match modifiers. I agree with you that using normal broad match is risky because it brings in a lot of unqualified traffic. The upside is it brings in search terms that I wasn't bidding on before, the downside is that it spends a lot more money.

      In terms of generating 100 leads/month, the traffic is there for sure but the competition is so high that it makes CPA really high. That's where I'm having a tough time deciding how I want to start off my campaign. So far I'm thinking keeping my match types limited and opening them up where appropriate. Thoughts?
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  • Profile picture of the author dburk
    Hi taguinod,

    You should develop a multi-touch marketing strategy. Using a multi-touch strategy has almost become a prerequisite in a highly competitive niche today. A well conceived multi-touch marketing plan can often increase total conversions, while increasing ROAS.

    Using A Multi-Touch Marketing Plan | DME Marketing Blog
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  • Profile picture of the author vovanfree
    There are 4 types of keywords: broad match keywords, example: university studies (never ever use it), modified broad match keywords: +studies in +university (the most convenient one and useful for analysis), phrase match keywords "study at the university" (I don't use it often but probably you've got the examples) and exact match [university studies] (the most focused). Don't forget about picking out the right minus words - if you set them up correctly you'll get your 150 leads.
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