I am setting up a campaign for a local Florist. Their budget is $10.00 per day and the keywords range from $.20 - $3.00 per click (first page estimate). Through GEO targeting, I have narrowed the search reach to only the local counties the Florist delivers too. I have also narrowed the time period the ads will show. Any other ideas on how to best set-up this campaign to receive maximum benefit with such a limited budget/competitive market. By the Way, all keywords have a quality score of 7.
If you are advertising to the search and the content network - separate them to different campaigns. the reasons are: 1 - On the content network the CTR is low and when you run the content and the search on the same campaign - it's hurting the overall campaign CTR and the result is that you need to pay more for each click. 2 - Campaign on the content network only - not affected from CTR I also would recommend you to try to improve your QS (it's possible to get 10/10) by creating more ad groups, dividing your landing pages and verify that your pages are according the SEO guidelines.
I suggest you use position preference to receive the maximum benefit with limited budget. Firstly, you should analyse which ad position that bring you most profit based on the number of impressions, clicks and ctr. Then you go to campaign setting and use position preference for your ads. You can see the result after two weeks compare with your previous months.
Thanks for all the great advice. I am setting up the campaign on the search network only, the client is interested in local credit card sales directly from the website or call-in orders. I felt the search network would bring in the clients she wants ready to buy. The campaign is currently paused. I set it all up in AdWords Editor. Will the quality score likely change once I make the campaign active?
Try starting with a low CPC. For $10 a day your budget will run out fast for popular keyword. Monitor it on a day-to-day basis initially to optimize it by raising the CPC if the budget does not run out at the end of the day. (I have client that have average position about 10 on a popular keyword but stills bring in couple hundred clicks a day). And target only specific province/area if you are only advertising to locals. Your quality score is determine by how relevant your ad is to your landing page and your history CTR percentage. Also, if you have your adwords account for a longer period of time your CPC will get lower.
My suggestions is to create unique ad groups for products. In example you can create a campaign called "Roses" with an ad group called "Red roses" that includes ads with Red Roses in the title and body of the ad and only keywords related to red roses. Do a keyword research (exact match). Do not include general keywords in this ad group. This will only make the ad group more general and more expensive. Focus on the long tail keywords like "purchase red roses". You can do just the same with: - Florists - Flower shops - Flowers delivery - Flower arrangements - Wedding flowers - Funeral flowers - Mothers day flowers - Birthday flowers - Flower bouquet ..and so on.. Good luck
Does this (CTR depending on position of ad) vary from niche to niche or just something worth trying with each new adwords campaign?
Make sure that if you are using broad match that you implement a good set of negative keywords to filter out unwanted impressions and clicks. This will also have the effect of increasing your CTR and Quality Score meaning you can gain better positions for less money and hopefully compete with the big guns !