Shownotes
Want to get more high-quality leads from your Google Ads campaigns? Discover how to prioritize BOF keywords and break through your marketing goals with this simple but effective strategy to get high-quality leads even if you have a small budget.
The strategy is all about dividing keywords into bottom-of-funnel (BOF) and middle-of-funnel (MOF) categories. Then, setting separate budgets for each, allowing it to prioritize the BOF keywords that indicate a higher intent to purchase. In just a few simple steps and by following Regina's expert advice, you can steer the Google Ads algorithm to get high-quality leads.
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0:00 High Intent Search Terms: Pushing Budget Into Bottom-of-Funnel (BOF) Keywords
0:44 Lead quality issues
3:16 Bottom of the funnel keywords
9:26 How to get high-quality leads
12:47 Need help scaling Google Ads with a limited budget? Let StarterPPC help you!
14:04 Splitting your keywords
16:43 Duplicating campaigns
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Transcripts
Hi everyone.
2
:Regina here with starter PPC.
3
:We have a lead generation client,
meaning not an e commerce client.
4
:They just collect leads on their website
and then they sell them services.
5
:Actually, this one sells SAS.
6
:it's a platform, but it's a
platform that's sold to large.
7
:corporations like, car manufacturers,
for example, might buy this.
8
:it's a forecasting software
and so it's expensive.
9
:you cannot sign up for it on the website.
10
:It's sold using sales reps
through a demo call, right?
11
:So they're just generating
leads on their website and then
12
:they handle the sale offline.
13
:That's what I mean by lead gen.
14
:What I'm going to talk about
is, lead quality issues.
15
:So the client messaged us recently
saying, Hey, we're finally getting,
16
:quite a bit of leads now, but
the quality isn't that great.
17
:Most of the leads, they don't, necessarily
respond or show up for the demo call.
18
:Obviously, the client is going to
try to do what they can to convert
19
:the leads that we're giving them.
20
:maybe there's something that
can be done to get people to
21
:show up for the demo call.
22
:Maybe there's something that can
be done to get them to respond.
23
:But we're also going to do what we
can to increase the lead quality
24
:without, increasing the costs too much.
25
:I wanted to just show
you guys in real time.
26
:what's going on inside the account, how
it's structured, and, how we are going to
27
:attempt to resolve this the coming weeks.
28
:so like a strategic
solution to the problem.
29
:I'm making this video because I've
seen that it's a common phenomenon.
30
:This is the common situation where a
lead gen company has the ideal target.
31
:market that they want to target, but
the market size is just so small.
32
:And so the algorithm spends most
of its budget on more high level
33
:searches, maybe middle of funnel
or top of funnel searches that are.
34
:a more long tail and people are
not necessarily looking for the
35
:product or the service itself.
36
:They're looking for something
that indicates they might be
37
:interested in the product or
service but we don't really know.
38
:So that's what I mean by middle
of funnel and top of funnel.
39
:it happens a lot where, you might
have these, bottom of funnel.
40
:And the market is so small
and it's also super saturated.
41
:There are other competitors going
after these bottom of funnel
42
:keywords, and it can be tough to
get the algorithm to actually.
43
:bid aggressively on those ones and spend
money on those ones because it just
44
:seems like the algorithm is spending a
ton of money on all the other keywords
45
:that are just low quality keywords.
46
:So we're going to take a look at that.
47
:And then I'm going to talk about
a, cool strategy that you guys
48
:can try to resolve this situation,
so I'm going to minimize my face.
49
:so first of all, what do I mean
by bottom of funnel keywords?
50
:let's look at the last 30 days.
51
:Okay.
52
:And for those of you that don't know
the difference between a search keyword
53
:and a search term, so the difference
between these, the search keyword and
54
:the search term is the keyword is the,
phrase that we're targeting, right?
55
:So we've chosen all of these, we've
put them in phrase match or exact match
56
:or broad match which are different
keyword match types, which you can.
57
:Read about, or maybe I'll make
another video about them someday.
58
:And then over here, the search
term, this is what the user
59
:is actually searching for.
60
:And so the algorithm takes your
keyword and it decides close enough.
61
:And it matches what the user just
searched for in Google with our keywords.
62
:I have the keyword column
pulled up over here.
63
:and you can see that the search term
is matching up with the keyword.
64
:So our keyword best inventory forecasting
software is matching up with this
65
:more longer tail business, keyword.
66
:Now I don't have any filters on
other than, the campaign is enabled.
67
:I'm sorted by cost.
68
:So we can see what are the
kind of the heavy lifters.
69
:Where are we spending our money?
70
:And you can see that, most of these
are, actually bottom of funnel keywords.
71
:And I'm calling them bottom of
funnel because They indicate that
72
:the person is looking for a product
or a service that we're selling.
73
:They're literally standing there with
their wallet in their hand and they're
74
:saying, I want to buy a software.
75
:so they're not searching
for inventory forecasting.
76
:They're searching for
inventory forecasting software.
77
:They're not searching for demand planning.
78
:They're searching for
demand planning tool, right?
79
:They're looking for a SAS solution
that potentially that we sell.
80
:and most of the keywords here that
are at the top have software,
81
:forecast actually, this one doesn't
actually save, software in it.
82
:So I would call this a bottom of funnel
keyword because it says software.
83
:And I would call this one, like
more like a middle of funnel.
84
:Because the person is
looking for a forecast.
85
:Which is what our software would give
them, but they're not looking for
86
:forecasting software or forecasting
platform or forecasting tool.
87
:You get the idea.
88
:We're casting system.
89
:so this is a middle of funnel and it
makes sense to me that, when I sort
90
:by cost, all the, bottom of funnel
keywords are going to rise to the top
91
:because those ones cost more per click.
92
:Why?
93
:Because you and all your competitors
really want to go after those.
94
:Those are the super high quality.
95
:people that you want to bid on.
96
:And so the cost per click is going to
be worth more because they're going
97
:to have a higher conversion rate.
98
:as you can see, we don't have too
many, too much data here to show.
99
:We actually only saw, one
conversion in the platform last
100
:month, although there were a few
conversions outside of the platform.
101
:So Google is just dropping its tracking.
102
:So that's something
that is always a battle.
103
:But, these software keywords are
gonna have a higher conversion
104
:rate, and therefore they're gonna
have a higher cost per click.
105
:This is, SEK, which is Swedish Corona,
Ooh, this is 178 SEK for three clicks.
106
:Wow.
107
:I'm really surprised there were
19 people searching for this one.
108
:Search term, 178.
109
:Okay.
110
:16 divided by three click.
111
:it's not the cheapest click in the world.
112
:It's not like a dollar.
113
:they're going to cost more if they have
the word software attached to them.
114
:Now, if the client is emailing me and
saying, I need higher lead quality.
115
:It says to me, okay, for quality,
what we need to do is lean in and get
116
:more of these software type keywords.
117
:Keyword contains
118
:Search term contains tool, software,
system, platform, solution.
119
:And over the past 30 days, we spent,
000, SEK out of a total account, 21, 000.
120
:Okay, so about 1 4th of our budget 4,
000 as he caves on bottom of funnel
121
:search terms, and I'm not even sure that
all of these are super hyper relevant.
122
:Test scenario tools doesn't seem
123
:we should question that
one scenario planning tool.
124
:So analysis tool forecasting platform.
125
:These are good.
126
:So if we can get this
4, 000 to 8, 000, right?
127
:8, 000 we're spending in 30 days.
128
:21, 000.
129
:Sorry.
130
:22.
131
:More like that would be higher
quality leads overall, right?
132
:Cause those are people that are
looking for software to buy.
133
:so what I want to try to do is lean
in to spending more of the budget
134
:on these bottom of funnel keywords
and not the other ones, right?
135
:Copper planning forecast, for
example, the one we looked at.
136
:how can we structure the account
to try to force budget into
137
:these bottom of funnel keywords?
138
:And here's the tricky part.
139
:We have a limited budget, right?
140
:We can't just create a
million different campaigns.
141
:We can't create a campaign that
just has software keywords in it and
142
:more campaigns that have other ones.
143
:In fact, we're already splitting the
budget right now, between, these,
144
:industry specific landing pages,
which have really small market size.
145
:And then we have more general landing
page for general searches that we
146
:don't know what market they're in.
147
:so this campaign has.
148
:Two landing pages, one for just
general forecasting, one for tactical
149
:planning and scenario analysis.
150
:So we're trying to create landing
pages around different keywords,
151
:and then different, industries.
152
:If someone's searching for forecasting
for the chemical industry, for example.
153
:and even though we didn't
really look through these search
154
:terms, it is getting, relevancy.
155
:look, I have filter for.
156
:Our bottom of funnel and it got
none of those in the last 30 days.
157
:So let's remove that
and see what it's doing.
158
:Chemical market forecast, chemical
industry, market trends, chemical
159
:industry, market outlook, right?
160
:So these, I would call these all
middle of funnel, but because they're
161
:industry specific and they are tailored
to our landing page, we definitely
162
:don't want to turn it off, right?
163
:We definitely can't spend the entire 21,
000 SEK and shove them shove all of that
164
:budget into bottom of funnel, keywords.
165
:There just isn't enough people
out there searching for chemical
166
:market forecast software.
167
:the algorithm didn't even find
a single person to bid on.
168
:But, it's possible that we might
be able to spend more than 4, 000.
169
:S E K.
170
:So what are we going to do?
171
:How are we going to restructure things?
172
:Here's what I would recommend.
173
:Hi there.
174
:Quick interruption.
175
:Do you know the main thing that
prevents small business owners from
176
:getting their Google ads account into
a position to grow and scale budget?
177
:A lot of businesses, especially
those that are just starting
178
:out, have limited budgets.
179
:And so because of this, they're turned
away by most ad agencies because most ad
180
:agencies have minimum budget thresholds
that they're willing to work with.
181
:So what happens is the business
owners end up learning.
182
:Google ads themselves.
183
:And the problem with that is
that most of the advice online is
184
:geared towards larger accounts.
185
:And the advice doesn't have any of those
strategies or tricks that can kickstart
186
:the algorithm into giving a small
account a leg up over larger competitors.
187
:So it often just doesn't work.
188
:And the business just ends up
losing money month over month.
189
:If this sounds familiar,
starter PPC can help.
190
:We offer Google ads management services
that are designed for accounts that
191
:have between 1000 and 5, 000 budgets.
192
:Because all of our clients
are just starting out.
193
:We've come up with ways to keep our
management fees significantly lower than
194
:most agencies, because we know that every
dollar saved on management fees just goes
195
:towards the ad budget, which is going to
help the algorithm gather speed and power.
196
:So if you're serious about growing your
business and you'd like a team of Google
197
:ads experts to help you without breaking
the bank, check us out at starter PPC.
198
:com.
199
:Okay.
200
:Back to the video.
201
:I would split.
202
:Your keywords into bottom of
funnel and middle of funnel, right?
203
:in addition to dividing by landing page,
which is what we have going on here.
204
:we also want to divide by bottom of funnel
and middle of funnel in some way where we
205
:can control the budget because we want to
try to give the bottom of funnel keywords.
206
:more budget than it can spend and
we want to also bid aggressively
207
:on those keywords, right?
208
:willing to pay double the cost per
click than we're willing to pay
209
:on the middle of funnel keywords.
210
:So we don't want to leave
it up to the algorithm.
211
:The way it's set up right now, we're
just letting the algorithm decide if
212
:it wants to, ignore our keyword where
we have the word software and just bid
213
:on, market forecast instead of market
forecast software, we're letting the
214
:algorithm decide when to do that.
215
:instead, we want to try to encourage
the algorithm by forcing budget and
216
:having a very aggressive, bid strategy
on the bottom of funnel keywords.
217
:So how do we do that?
218
:We have to have a dedicated budget
for the bottom of funnel keywords.
219
:So I would split.
220
:the keywords out into two campaigns.
221
:And since we already have four campaigns,
and we like this structure, I
222
:would create eight campaigns, right?
223
:I would duplicate the
campaigns we have here.
224
:However.
225
:We're not going to duplicate the
budgets and I'm going to talk to you
226
:guys about how we're going to do this
So right now we're sharing budgets
227
:these three share a budget and then
this one has its own dedicated budget
228
:because there's more market size for
general and Non industry specific.
229
:So we're going to, we're going to use
shared budgets to avoid splitting the
230
:budget because when you have a limited
budget, it's bad to just divide.
231
:It's, it can be very restrictive
to give every single campaign a
232
:really teeny tiny budget, because
the campaign doesn't have the.
233
:power and the opportunity to bid right
when it needs to bid on that hot lead when
234
:they're searching at that moment because
it's run out of budget for the day, right?
235
:So we don't want to divide
the budget up too much.
236
:So we're going to use shared
budgets to overcome this.
237
:so what I'm going to recommend
is duplicate the campaigns.
238
:Set up two shared budgets, one for bottom
of funnel and one for middle of funnel.
239
:So all four of the campaigns
you see here are gonna share a
240
:budget called bottom of Funnel.
241
:And all four of the new campaigns
that are duplicated are gonna share
242
:a budget called middle of funnel.
243
:Then what you're gonna do is you're going
to, clean up all the search terms, right?
244
:So for the bottom of funnel campaigns,
rename everything, these are gonna
245
:be bottom of funnel campaigns.
246
:In these campaigns, what
you're gonna do is you're gonna
247
:make everything exact match.
248
:exact match software, exact
match tool, exact match solution.
249
:You get the idea.
250
:And we're going to set the
bid strategy really liberal.
251
:It can spend whatever it wants to spend
to get to, to win over the competition
252
:on those high intent keywords.
253
:Then on the middle of funnel campaigns,
what you're going to do is, and this is
254
:the important part because you don't want
the campaigns to overlap and compete with
255
:each other for the same placement, right?
256
:You're just adding to
the competition that way.
257
:Don't do it.
258
:So for the middle of funnel campaigns,
you're going to go into the negative
259
:keywords and you want to exclude
broad match, negative software system.
260
:solution, platform, tool,
all of these bottom of funnel
261
:keywords, broad match negative.
262
:it cannot bid on anything
with those in it.
263
:It seems counterintuitive, right?
264
:Cause we want those, but we
already have a campaign for that.
265
:We already have a campaign for that.
266
:So this one is going
to be everything else.
267
:So exclude those as broad match negative,
you guys, all your bottom of funnel
268
:keywords, and if you're not selling
software, then your bottom of funnel
269
:keywords are going to be service.
270
:solution.
271
:don't know.
272
:It depends on what you're trying to buy,
what type of service you're trying to buy.
273
:But you get the idea.
274
:anything that indicates
they're looking to pay money.
275
:Those are the words that are
going to be negated from your
276
:middle of funnel keyword keywords.
277
:and then you're going to
set up shared budgets.
278
:Now this is important, not
a portfolio bid strategy.
279
:So right now we're actually using
portfolio bid strategy, which I
280
:think we're going to get rid of.
281
:so the portfolio bid strategy is
sharing both the budget and the bids.
282
:I don't want to share the bids.
283
:Because, features is going
to spend all the budget.
284
:So we're going to basically the bid
in this campaign to give it less,
285
:wiggle room and restrict its ability
to spend within the shared budget.
286
:So you want to just set up shared budgets,
not shared portfolio strategies and
287
:manage the bids on a per campaign basis.
288
:what else am I forgetting?
289
:Obviously in the middle of funnel
keywords, go ahead and just delete all
290
:the terms like software, solution, tool
and you also want to make that campaign
291
:is probably going to be phrase match.
292
:It's a little more open ended for
the algorithm to just bid on people
293
:that are looking for whatever is
indicative that they want a forecast
294
:or a scenario analysis tool.
295
:A scenario analysis, not a scenario
analysis tool because that would be in
296
:our bottom of funnel keyword campaign.
297
:that's how I would structure it, right?
298
:So bottom of funnel, middle of funnel,
use shared budgets if you have to
299
:because you're limited by budget, negate.
300
:the two campaigns, they're
mutually exclusive and they're
301
:not competing with each other.
302
:This is a super common phenomenon.
303
:So I wanted to make a video about what
to do when you have a very small market
304
:in your high quality search terms and
a very big market in your middle of
305
:funnel or top of funnel search terms.
306
:So if this relates to you, I
hope this strategy was useful.
307
:Best of luck.
308
:Thanks for watching.
