Jul '23 in Ad Management
Budgets & Simplicity
Ever since my days of composing film scores, I've said that simplicity is an art.
In those days, I said it because I was not very good at composing and lacked the technical knowledge to compose complex scores. I had to write simple pieces.
Now that I'm in marketing, I fully appreciate the meaning behind that statement.
Complexity impresses marketers, but not customers.
Customers want simplicity, convenience, and ease of use.
This is why one of the best things you can do to optimize conversion rates is to "remove friction" in the buying process.
When it comes to Google Ads accounts, I find the same principle to hold true.
The more complex an ad account gets, the less likely it is to handle change.
Markets change over time, buying patterns change, (Lord knows people change), and very little remains constant.
Except for principles.
If you understand the principles behind marketing and human psychology, you can build a stable foundation in all of your ad accounts that you proceed to build on over time.
Complexity, when done right, is nothing but layered simplicity.
One simple layer added onto another, and another, and another... begins to look complex.
When done wrong, complexity is a jumbled mess with unnecessary steps and elements that exist for nothing more than the ego of the one who designed it.
This is the backstory behind my facepalm when I saw an account with a $500/mo account-wide budget that had 214 keywords.
Because of the 80/20 principle, I know that most accounts are going to be carried by a small batch of keywords.
Those keywords may trigger many different search terms, but the terms that convert the most won't vary a ton. Most everyone learns what to search for in a given industry and they use that when they're ready to buy.
So you really don't need to throw 214 broad match keywords into an account that can only spend $500/mo. You may not even need 214 keywords in an account that spends $5,000/mo.
With so many keywords in an account, Google sends the budget toward the things people search first and/or search the most.
It may take forever to find keywords that convert while all of the keywords fight for the small available budget.
This is why one of the first things I do when I take over a new account (or overhaul one as project work) is pause all of the junk in an account and just leave the gold.
It's like removing buildup in a piping system. The water can flow freely from one end to the other without all of the junk blocking it.
If you're having trouble getting leads in an account with a smaller budget (or even a larger budget), look for all of the things you can remove.
Sometimes you have too much buildup over time and clearing the junk can allow the budget to flow toward the intended destination (i.e. things that convert).
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Budgets & Simplicity
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