Prospecting & Remarketing in Google Ads

For Lead generation Business

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Prospecting

For Low Budget: For lead generation business its better to initiate with search ads with phrase match keywords and set the bidding strategy to maximise conversion so that you can acquire low hanging fruits for a spend amount and once you start getting in-market insights then you can also run you tube campaign with those segments for prospecting.

For high Budget: It’s better to come up with broad match keywords with maximise conversion bidding strategy but here you need to exclude keywords on daily basis. After that you can proceed with same approach as mentioned above.

Note: you can switch the bidding strategy to TCPA after getting few conversions within 12-20 days of span. Once your conversion number starts to dip with you being at top of auction insights then its better to target affinity audience on Youtube.

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Remarketing

Remarketing approach remains same in both low and high budget as you just need to take few chunk of your budget for reengagement of audience. Right approach is to create remarketing list for audience who has already been our custom audience and increase the bid for them in search ads. The other way around is to run you tube remarketing conversion campaign along side dynamic display campaign for those audiences.

For Ecommerce Business

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Prospecting

For low budget: Its better to proceed with performance max campaign with product feed only for products which are profitable and have high margin plus you can also run same campaign for average margin products. You have to run shopping campaign if you want to force performance campaign to work aggressively.

If you have high budget its better to kick off with standard shopping campaign with low TROAS bidding strategy so that you will get conversion on bottom of funnel keywords and long tail one.

Remarketing:

You can run remarketing campaign with P. max one having no audience but assets only alongside P. max prospecting campaign so that you will acquire new customers. With high budget you can run youtube campaign for visitor who came to your site through shopping ads.

Note: Prospecting and remarketing campaign should run simultaneously by adjusting your budget

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