Google search campaign starting out

3 replies
  • PPC/SEM
  • |
I'm running a Google ad campaign, it's one that I ran for years before Google changed it's algorithm and then eventually blocked my account. When I first ran the campaign it was very easy to get started I just did "Pest control" and set up a conversion action for phone calls. Google got this done and got me tons of calls within the first few hours and my conversion action knew what it was doing. However, after the Google changes and suspension of my original account I'm trying to get this campaign up and running again with Google ads. Except, I think the issue that I'm having now is that Google doesn't know what a conversion action is and because the broad match / search intent is now king, it doesn't actually know what kind of traffic to send me. Thus, I get tons of clicks for "pest control" because there is like 10,000 a day, but the ones I get are low cost and low intent clicks and I don't get any conversions.

I've tried doing this on exact match keywords, [call pest control], as an example, but all those keywords inevitably lead back to the search term "pest control". Which I think would be totally fine if Google had just a few conversions and knew what a conversion for me and my account was. But unfortunately, I haven't been able to get it there and it just keeps overspending my budget.

I've tried doing portfolio bidding with a minimum bid amount that is rather high, thus I am in more competitive auctions instead of what likely would be junk traffic. I've also tried doing a high CPA and it just doesn't do anything or totally over spends everything. Nothing has really worked for this. I think the solution would be to get Google as many conversion actions as possible, but this is seeming to be impossible at this time. Not sure what other approaches to take? How can I just really push Google to get those first few conversions?
#campaign #google #search #starting
  • Profile picture of the author mattyaff930
    It might be that your offer is too broad and that when you go for broad -- you hit against everyone else bidding and the costs skyrocket. Also while pest control has the right intent, you might want to do a test ad that goes after lower cost / lower volume searches for specific problems people are looking for. For instance if you specialize in outdoor treatments that kill mosquitoes in the yard you might want to target "best way to kill mosquitoes in yard" etc. I would start looking at "X in" and replace the X with the different types of pests to get ideas.

    Hope that helps -- but if you think about it, someone searching for "catching a bat in the house" is probably happy to call you in.
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  • Profile picture of the author BisonClick
    Maybe you're experiencing malicious click ads.
    We have customers who have experienced these problems, you can manually remove frequently visited IPs and turn on protection.
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  • Profile picture of the author techschneider
    Focus on long tail keywords, use call only ads or leads forms and track micro-conversions to help Google learn quickly. Start with manual CPC, refine location and schedule, add negative, keywords and import past data if possible to improve lead quality and control spend early on.
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