Google Ads Feeder Strategy by John Moran Explained with Variants Strategy by Guided PPC

Summary

In this video, the speaker shares insights on the 'Feeder Strategy' tested by John Moran for Google Ads campaigns. The strategy involves running two parallel search campaigns—one with a 'Maximize Clicks' bid strategy and another with a 'TCPA' goal. The aim is to get lower-cost clicks through the feeder campaign, and once the audience is known, the TCPA campaign targets conversions. The speaker also discusses real-world results from running this strategy, demonstrating a reduction in CPC and potential for scaling ad spend and conversions. The video concludes with a plug for Google Ads courses and services.

Takeaways

• 😀 The Feeder Strategy is designed to scale search campaigns more effectively by using two campaigns: one for acquiring clicks (maximize clicks) and one for conversions (TCPA).
• 😀 The feeder campaign uses exact match keywords from the main TCPA campaign, allowing for lower CPC while still attracting relevant clicks.
• 😀 The main TCPA campaign uses broad match keywords, targeting conversions after the audience is known through the feeder campaign.
• 😀 The Feeder Strategy helps overcome the limitations of TCPA or TROAS bid strategies that struggle to scale beyond a certain point due to lack of audience data.
• 😀 Early results from testing the feeder strategy show a lower cost per click (CPC) in the feeder campaign (approx. £1) compared to the TCPA campaign (approx. £2.33).
• 😀 The goal of the feeder strategy is to increase overall ad spend efficiency, allowing for more conversions at a better cost per acquisition (CPA).
• 😀 John Moran's philosophy behind the strategy is that once the feeder campaign captures the first clicks, the TCPA campaign can take over to drive conversions.
• 😀 The speaker is testing the feeder strategy for a client with a pregnancy exercise program, which offers a free trial for new users, to see if the strategy scales.
• 😀 The speaker promotes their Google Ads Academy, which offers courses aimed at providing Google Ads specialists with a new mindset to approach campaigns and strategy.
• 😀 The video includes a call-to-action for businesses spending more than $3,000 per month on Google Ads to receive a free audit and action plan for improvement.

Q & A

What is the 'feeder strategy' mentioned in the video?

The feeder strategy involves running a separate search campaign with a 'maximize clicks' bid strategy to generate initial clicks from potential customers. These clicks are intended to feed a primary campaign with a 'Target CPA' (tCPA) bid strategy, where the focus is on converting those clicks into actual sales or actions. The goal is to scale ad spend and conversions effectively.

How does the feeder strategy help with scaling Google Ads campaigns?

The feeder strategy helps by driving traffic at a lower cost per click (CPC) through a 'maximize clicks' bid strategy. This initial traffic from a feeder campaign feeds into a more conversion-focused campaign with 'Target CPA' bidding, where conversions can then be maximized. Together, these campaigns aim to scale ad spend and increase conversions more effectively than running a single bid strategy alone.

Why does the 'maximize clicks' bid strategy use a 'fake' conversion goal?

The 'fake' conversion goal is used to simulate the behavior of a conversion-focused campaign without actually aiming for conversions in the feeder campaign. This allows for lower CPC while still targeting high-potential keywords, providing initial traffic to the account that can later convert through the main campaign.

What is the purpose of using exact match keywords in the feeder campaign?

Exact match keywords in the feeder campaign help capture highly targeted clicks from users searching for specific terms. This strategy allows for greater control over the traffic being generated, as exact match keywords will bring more relevant visitors, making it easier to assess the effectiveness of the strategy.

What was the main issue with the initial search campaign that led to testing the feeder strategy?

The initial issue with the search campaign was that the 'Target CPA' bid strategy was not scaling effectively, especially in a niche like pregnancy plans, where there are challenges related to health-related flags and limited remarketing audiences. This resulted in limited scaling and the need to test the feeder strategy to increase performance.

How did the 'feeder campaign' perform in terms of cost per click (CPC)?

The feeder campaign, using the 'maximize clicks' bid strategy, achieved a significantly lower CPC compared to the main 'Target CPA' campaign. The CPC in the feeder campaign was around £1, while the main campaign's CPC was approximately £2.33, demonstrating the cost efficiency of the feeder strategy.

Why are broad match keywords used in the main 'Target CPA' campaign?

Broad match keywords are used in the main 'Target CPA' campaign to allow the Google Ads algorithm to target a wider audience, increasing the chances of reaching potential converters. The goal is for the 'Target CPA' campaign to optimize for conversions once the feeder campaign has driven initial traffic.

What does the speaker hope to achieve by combining the feeder and main campaigns?

The speaker aims to double, triple, or even quadruple the ad spend while scaling conversions. By combining the feeder campaign with the main campaign, they hope to increase overall efficiency and drive more conversions through a well-coordinated, multi-layered approach.

What is the 'Target CPA' bid strategy, and how does it relate to the feeder strategy?

The 'Target CPA' bid strategy focuses on achieving conversions at a set cost per acquisition. In the context of the feeder strategy, it is used in the main campaign, where the goal is to maximize conversions from the traffic that was initially driven by the 'maximize clicks' strategy in the feeder campaign.

What is the main benefit of using the 'feeder strategy' for non-Ecommerce businesses?

For non-Ecommerce businesses, the feeder strategy helps overcome limitations in scaling search campaigns. It enables businesses to drive lower-cost clicks and maximize conversions by segmenting traffic acquisition and conversion optimization across two separate campaigns.