Key Insights from 54 Google Ads Experiments on Lead Generation
In the world of digital advertising, it’s crucial to stay ahead of the game and constantly test new strategies to optimize your campaigns. That’s exactly what one team did over the course of two years, conducting 54 Google Ads experiments in a lead generation account. In this article, we’ll dive into the key insights they gained from these experiments, providing you with valuable information to apply to your own Google Ads accounts.
The team tested various features, including bidding strategies, match types, and ad copy. One of the most interesting findings was that exact match keywords consistently outperformed phrase match keywords. Despite being more expensive, exact match keywords had higher conversion rates and lower cost per acquisition (CPA). This is because phrase match keywords hide many search terms, reducing the quality of the keywords. While phrase match has its place for search term discovery and new campaigns, exact match keywords should always be preferred when there is enough volume.
Another important discovery was that the maximize conversion bidding strategy tended to underperform compared to other bidding strategies such as target CPA. When comparing maximize conversions against manual bidding, the maximize conversions strategy performed better. However, if you have enough conversion data, it is recommended to move to automated bidding, either target CPA or maximize conversions. It’s worth noting that maximize conversion bidding often drove bids too high to be effective, and bids did not stabilize over time as Google suggested.
The team also tested target CPA at different levels and found that a target CPA of around 120 produced the best outcomes. Lower target CPAs did not improve performance, and the 120 target CPA consistently delivered higher conversions at a better cost per conversion. This is particularly relevant for lead-based accounts, where target CPA tends to be the best model. The key takeaway here is that you should experiment to find your own optimal target CPA that maximizes leads within your budget.
It’s important to note that while these insights provide valuable guidance, every PPC account and campaign is unique. Testing these strategies in your specific context will help confirm whether these outcomes apply to your situation. However, by leveraging these findings, you can save time and effort in your own testing process.
In conclusion, the results of these 54 Google Ads experiments on lead generation provide valuable insights for advertisers. Exact match keywords outperformed phrase match keywords, target CPA was more effective than maximize conversion bidding, and a target CPA of around 120 produced the best outcomes. While these findings should be validated with your own data, they can serve as a starting point for optimizing your lead gen campaigns. Implement these changes in your account for improved performance and stay ahead of the competition in the digital advertising landscape.
