SHOCKING STRATEGY: How to Decrease CPC on Google Search Ads (John Moran Google Ads Feeder Strategy)

hey everyone today I wanted to talk about a John Moran strategy that he came out with called the feeder search strategy so using a maximized clicks search campaign as well as a broad tcbaa or traz campaign to ultimately be a to scale and to get better cpcs so ultimately I'm going to go through the whole setup of how to do this there's been a lot of people that have tried this strategy and have failed and so I wanted to do a stepbystep on how exactly to do this as well as just talk about my setup

and recent results that I've been able to get with a home cleaning company so we can see here that we spent about 25% less and then ultimately you know three more conversions and then from 105 down to 63 cost per conversion real conversion value went up from 1,600 all the way up to 2200 and then the Raz went from 117 to 259 and so this is some really cool results that been seeing ultimately from the 13th that's when I took over the account and decided to deploy this strategy these are custom columns that I've created

based on the actual conversions that really matter and so I'm going to walk through which campaigns to create and ultimately how to set price primary conversions which ones to set the primary conversions for engagement versus the real conversions and how to go through this setup start to finish and we can also see that the average CPC here went from 1154 down to 557 and so it does in fact work to decrease the CPC but also get higher quality and better results if you're not familiar with the Strate it actually comes from John Moran who is

working with tier 11 and I'll actually have the link below so that you can actually see the video where he talks about why he did this and his case study on how he went about it and what the results he had but if you're looking to figure out how to do this then I recommend just continuing to watch this there's a couple things that you should be careful when deploying the strategy so make sure it's search campaigns I've actually talked to a couple people who've tried this on shopping and it just hasn't worked I've tried

it on shopping it just hasn't worked at this point so far I'm actually testing some maximized clicks shopping campaigns with a performance Max campaign and I'm really early in being able to see the results of this but I'm excited to be a to see how this continues to progress so make sure it's a search campaign number two you're dealing with high cpcs so if you are dealing with an industry that just has outrageous amounts of cost when it comes to CPC then this might be something you want to try and deploy a third reason why

you should use this strategy is you can't scale out of tcpa or Target row as and your existing search impression share is below 80% and your Click Share has not maxed out so just make sure that you look at those columns and make sure you're not at 100% there's certainly some campaigns that I run right now that are at 98% search impression share and 82% Click Share and that's very intentional so just make sure that you check that out and don't deploy the strategy if you've already maxed things out the other reason would be if

you're switching between manual CPC maximize clicks and can't get conversions and you're using High intent keywords and you're just like struggling to actually get conversions this concept of do you want clicks or do you want conversions and if you use manual CPC or maximize clicks then you will not really necessarily get the conversions but you will get high intent traffic but other competitors will scoop up the conversion so this is getting ahead and getting in front of those people people by attacking on a broad match automated bidding strategy on top of it you should already

have a history of conversions already so make sure that you're not just starting off a new account and deploying the strategy and the other thing is you know if you don't know exactly what you're doing how these bidding strategies works I would probably proceed with caution yeah it could possibly be a big disaster the tracking template that I typically like to use in my Google search campaigns is this right here and I'll actually add this in the notes so that you can copy that but make sure you change out your campaign name so that it's

accurate this is so that you can track how things are actually going on in the back end first of all I just wanted to like go through this kind of visual of how to set this up and then we're actually going to get into the Google ads dashboard and I'm going to actually walk through setting this up make sure when you start this campaign and this strategy you take the 10 to 15 of your highest converting keywords and create your first campaign so make sure that these keywords are high intent you want to make sure

that the maximize clicks campaign is going to give you the highest intense searches so make sure that these keywords if someone types that into Google and they find you that it makes sense and so this is the structure you have one search campaign with exact match keywords and you're using the maximize click strategy with no cap and then you'll want to just kind of like optimize from there make sure from the conversion goals that you set it to a conversion event that you don't want to optimize for so using like Google hosted conversion event YouTube

engagements I'm actually using the Google form hosted by Google and it's because it's an active that Google can go after but it's not going to fire and it's not necessarily telling Google that by inflating with the values of the conversion that it's important to us that's how you kind of keep the cpcs lower make sure you set your marketing objective to leads or sales and then you'll want to duplicate that first campaign and do a search campaign set it to Broad set a Target row or Target CPA on it make sure that the keywords are

changed to Broad match and give it some time you'll also want to change your conversion event to the goals that you actually want to optimize for so this could be form fills calls purchases whatever makes sense for your business the other thing is creating these custom columns you'll actually want to create them so that you can see the conversions coming in through the maximized clicks campaign because remember you're not setting the conversion actions that we want to optimize for so it's not going to be in the conversions column so you'll want to set up these

custom columns so that you can actually see what's happening in both campaigns so I've got real row as here real CPA real conversions and real conversion value that I created real conversions is all conversions select that in the custom columns portion and then select the conversion actions that actually matter to your campaign and to your business and if you're not seeing what I'm seeing here I've got a nice visual of exactly how I set it up and I'll go through this later on in the tutorial as well so the real conversions will be all conversions

you'll want to select that and then real CPA will be cost divided by all conversions and you know obviously the conversion actions that matter to you real conversions value is the third one that you custom column so you'll want to do cost divided by all conversion value and the fourth one is real row as which is just going to be all conversions value divided by cost so make sure that you set those up and you can see those and view those and you know also make sure you talk with your client or business owner whoever

it is that you have to report to just make sure that like they understand what you're doing here and that you're intentionally taking the conversions you're hiding the conversions from Google in that campaign it can be fairly confusing and if you're not on the same page with the people that you're working with if you're an agency or if you're working for a business whatever it may be you just want to make sure that that is right and you are an alignment on this the last thing to mention here is that you'll want to make sure

that this campaign here is set at 1/5 or 1/4 of your total budget so if you've got a total total budget of $100 then the maximized clicks campaign will get about $20 and the broad campaign will get about 80 if you want this nice uh kind of Handy sheet that I have here in front of me that I created with all of this information just you know send me a comment send me a message and I'd be happy to get that sent over to you and I just would love to see how this strategy is

going to work for you so now we're going to go on and I'm going to actually walk through how to set this up within Google ads here we are in a campaign typically you'll either want to choose a leads or sales objective you'll want to add in a conversion action that that is active but is ultimately not necessarily going to fire so like a YouTube engagements or YouTube channel subscriptions there's also some Google form submissions make sure that those are active but ultimately they won't necessarily fire and then remove the purchase goal continue this will

only work for a search campaign lots of people have been trying it for a shopping campaign but given the fact that there's the high medium and low structure a lot of people have been struggling including John s at this point in time to actually make it work and be able to spend in both campaigns you'll want to use website visits I'm just going to use this company and then we'll be able to just kind of name it whatever we want I'm just going to name this search and we'll start with the maximize clicks campaign here

so then we'll want to choose the bidding strategy on clicks we don't need to do a maximize cost per click limit at this point in time you might want to set that down the road and then make sure that search Network and Display Network are deselected and then if you're using you know working with a local company you want to use Geo targeting and presence people in or regularly in select a custom audience make sure it's observation and then optimize for best performing ads and then set a ad schedule if the compan is typically receiving

phone calls from a certain amount of time add in a campaign URL option I typically like to do a tracking template that makes sure that I can see on the back end CRM uh whatever it may be see which campaign things are actually coming from and then we'll do next I typically at this point in time don't love the the AI generated stuff it's just not coming up with great copy in my opinion especially for businesses where Google doesn't really know much about it but ultimately you're going to want to do stuff that is very

high intent emergency plumber near me and you can see here that it's actually coming in as broad match we're going to need to change that to exact match because anytime you're using maximized clicks you want to use an exact match keyword or else it's just going to be very Broad and it's going to give you a lot of really irrelevant trffic so click next and then you'll want to set your maximized clicks campaign to 1/5 of the overall budget so let's just do $20 if the daily budget is $100 and then we are just going

to publish this campaign I'm just going to go in and pause this real quick because I don't want it to start running all right so we're going to go into the campaign go into the ad group and the and the keywords and we are going to want to bring in the exact match keywords that are very high intent so for a plumbing company emergency plumber near me is probably going to be very good I would imagine that the CPC is going to be relatively High yeah 80 bucks sometimes areas it'll be even higher than that

Plumbing near me some really kind of interesting ways to do it would be yeah using locations so inserting the locations dynamically and then being able to go after those specific keywords so let's do plumbing plumber I'm located in State College PA so I'm just going to put that in all right so there's nothing here but I would honestly still kind of put in the location because there's going to be searches for it all right so making sure that these are all exact match and then save them and then ultimately maximize clicks exact match very high

intent keywords and you'll want to check your search terms after it starts running okay so this campaign is pretty much done the key components here are just to kind of review them making sure that your campaign objective is engagements making sure that it's leads or sales that you're going after making sure that these are deselected and then making sure that your presence in you know kind of the normal things that you want to make sure your campaign is set up for and then making sure you have campaign your URL options all right so you'll want

to duplicate this campaign so you'll just select it and then go to copy and then you'll go to paste pause new campaign and then we'll just let it load all right so here it is we're going to want to change the name and then also change the url parameters from engagement to the things that you actually want to optimize for so if you are working with call rail metrics or you know whatever conversion objective that you ultimately want to get you want to make sure that you change this campaign to that and then we're going

to set this as a tcpa campaign and we'll do broad so we're going to want to make sure that all the keywords are actually in Broad match because that's particularly when it can perform well leads your sales objective good this is all good here same locations one thing that I failed to mention actually when I was recording this was for this broad campaign using maximized conversions tcba Target Raz you want to make sure that you actually set 80% of the budget 75 to 80% of the budget so if you've got a total budget of $100

you'll want to do about $75 to about $80 and U make sure you set it at that that the maximized clicks campaign is about 20 to 25% of your overall budget so make sure you don't miss this step then you're going to want to change the bidding strategy to conversions or conversion value so you want to set a Target CPA that is similar to what you've received in the past or you know ultimately what your goal is and just kind of tweak it from there conversion value and you can set a Target return on ad

spend so you know this is particularly saying I should set a target for 2300 but really set it to what you think is going to work and typically looking at the last 30 days is a good indicator of what you should shoot for if you have conversion value but don't set a Target it's automatically going to go after a 200% return on ad spend now if you're doing lead gen then I recommend adding value or uploading leads with values to them so that Google can understand how valuable this is if you're dealing with you know

e-commerce then obviously you'll want those to autop populate but if you don't assign valuable you know data to the leads if you just set everything at zero then you're just going to want to typically use a you know conversions bidding strategy with a tcpa versus a conversions value so just kind of something to note there and then use a TCB I'm just going to set it at $50 in this case I'm going to save that and then we're going to go in and we would you know want to make sure that you change the tracking

template to this campaign and everything else is good here then once you do that then just going to have to find it again then you go over to the search campaign okay so for all of these keywords you're going to want to change them from exact match to Broad match and I know what you're saying I know what you're thinking but ultimately using broad match with a good tcpa goal as long as Google understands your audience and who's in Market is actually relatively strong so I'm going to not keep the original keywords I'm just going

to change them to Broad match okay so now these are broad match and pretty much ready to go the bidding strategy has changed now the question is do you take out Search terms and you know put in negatives and we tested this I tested this in this campaign from this day to this day and the results just were worse in the broad match campaign from a CPA standpoint when we had the negatives in there not by a ton but by enough that you know the value was much less so when you're employing negatives into campaigns

that have broad match just test both see what works we had several negative keyword lists that we applied and ultimately not having the negatives actually worked better for broad match for the overall business goals now were there some irrelevant traffic or things that were kind of questionable yes but ultimately after talking with the business owner this is what we care about here and so he was okay with us going back to not having those negative keywords in there because it ultimately resulted in better performance now the reason why I think that this is is because

ultimately maximize conversions this automated bidding strategy it's not about the keyword it's about the user and where they are in regards to intent for the services that you are providing and you're advertising for so ultimately it's just looking at has this person searched something similar to this and are they still in Market over the last seven or so days and so that's what it's taking and going from there quick pause here just so you know I'm actually a dad and I have a lovely lovely son who actually just woke up from nap and is crying

during this next portion so I'm so sorry about the crying in the background but you know I wanted to make sure that you know that everything's fine I just have a wonderful toddler that just woke up from nap so ultimately you got to kind of think about it as is this tcpa t r as Target meeting my goals and if if it's not then you want to kind of reassess all right so the next thing I want to talk about is actually creating these custom conversions columns so ultimately you're going to want to go to

your columns and then scroll all the way down to custom columns and you're going to want to set up these four different columns so real conversions and I you know you can kind of use any name that you want but I just used real just so that we can just kind of look at that and whatnot but you want to do an all conversions and then you want to add in all of the conversion actions that are actually important to your business and so just adding that for real conversions and then you'll want to do

real conversion value so you'll just want to select all conversion value and then again select all of the conversion actions that work that you want to track for your business and then you're going to want to go to real CPA and this is where you divide the cost by all of the conversions the first one that we created and then create that and then you'll want to go through and do real row as and this is ultimately if you're adding values to the leads and whatnot so you'll do all conversion value with this specific conversion

actions chosen uh divided by the cost and then you'll be able to bring those bring you know make sure you select these and then bring them into your column set and then you'll be able to look and see you know even within the maximized clicks even though we are reporting nothing because ultimately the primary objective is engagements we are ultimately being able to track that this is actually bringing in conversions at $64 time period before it was actually 48 and it is bringing in valuable conversions with real row as targets so I think it's just

important to kind of note that bringing in these columns will help you to see the effectiveness of your maximized clicks campaign in addition to your tcpa broad or trow as broad campaign so to kind of review maximize clicks exact match keywords don't need to set a you know maximum CPC in the beginning if you feel that you need to eventually you feel free to do that but I have not done that and then you'll just want to go ahead and check these Search terms and make sure that you know these are all the right Search

terms super highly relevant keywords coming through so this is all very good and then for the broad match campaign you'll want to make sure that it's all broad match and that you set a tcpa Target automated bidding or a t- row as Target maximize conversion value with a two row as Target and then you know take the search term with a grain of salt because ultimately you're going for the business metrics the things that the business cares about in regards to the goals not necessarily the Search terms so it's going to be semi-relevant but some

it's going to be odd some things that come through so ultimately this is how you kind of do the setup make sure you set up those C columns make sure you have the right conversion objectives for each campaign and I'd love to hear kind of your thoughts and your experiences with how this strategy is going for you