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Adding my +1 to the above advice. I ran a high five-digit spend for a product/service I was working on and did exactly the same stuff (although I could have bee

Adding my +1 to the above advice. I ran a high five-digit spend for a product/service I was working on and did exactly the same stuff (although I could have been better with landing pages). I was amazed at how the biggest RoR was on ads/keywords and not how pretty my site was. Negative keywords were key (free was a big one for me as well) to reducing spend and making ads more efficient. I was averaging around $3-5 to acquire a customer for a $15 product in a pretty competitive space and it really just took a weekly look at ad metrics to maintain. Ads aren't going to magically invent demand for your product, but rather magnify it. The smaller the demand for your product, the tougher it's going to be to address the exact segment of people you need to attract to your page, and you may find that more creative solutions are WAY more effective.

josefresco 8y ago
> Negative keywords were key Aren't you using [exact match] making negative keywords not an issue? Or is part of your campaign running both phrase, and broad as well?
- ericabiz 8y ago
  For our campaigns, I started with broad match. And then I found that our target market can’t spell. There are also a lot of “ok google” type of keywords in there—not surprising since our market is heavily mobile. This is going to vary by market, but contrary to articles I’ve read, I’ve found better results from broad match + lots of negative keywords, with an understanding that some small % of ad spend will be wasted.
  - josefresco 8y ago
    Interesting. I usually start with broad, then when I feel I've maxed out inventory, I'll expand to "phrase". Typically my clients don't graduate beyond that given how expensive even exact match keywords are.
  - igordebatur 8y ago
    we used a combination of Exact Match/Modified Broad Match/Negative Keywords. We'll run some tests using Broad Match + Negative Keywords and see how it goes. Thanks for pointing this out

josefresco 8y ago

> Negative keywords were key Aren't you using [exact match] making negative keywords not an issue? Or is part of your campaign running both phrase, and broad as well?

ericabiz 8y ago
For our campaigns, I started with broad match. And then I found that our target market can’t spell. There are also a lot of “ok google” type of keywords in there—not surprising since our market is heavily mobile. This is going to vary by market, but contrary to articles I’ve read, I’ve found better results from broad match + lots of negative keywords, with an understanding that some small % of ad spend will be wasted.
- josefresco 8y ago
  Interesting. I usually start with broad, then when I feel I've maxed out inventory, I'll expand to "phrase". Typically my clients don't graduate beyond that given how expensive even exact match keywords are.
- igordebatur 8y ago
  we used a combination of Exact Match/Modified Broad Match/Negative Keywords. We'll run some tests using Broad Match + Negative Keywords and see how it goes. Thanks for pointing this out