What State is Your Google Ads Motivated Seller Account In Now? Right now, you’re probably within one of these groups… You paused everything in 2020. Now, you’re back in your account looking to start generating leads again. If this is you, then most of your work has already been done. The campaigns have been created. You just need to enable them. Or, you may have scaled back your motivated seller campaigns and now you’re looking to rebuild into a larger account structure. This provides an advantage because you have recent data still going for you to base your moves off of. Lastly, you might be starting out with a totally new account. This way you get to create the account with a new strategy. COVID Google Ads Motivated Seller Account Audit If you have or have had motivated seller campaigns, you know that it’s important to take it slow and do the right thing to your account or you’ll end up wasting budget. Let’s take a trip through the items of your account that you should revisit so you can get back up and running properly. 1. Adjust Your Budgets What you’re looking to spend may be different from what your budget was pre-COVID. Take a little time to review what you spent pre-COVID, during the past year, and what your spend goals are going to be post-COVID. How do you know what you should set your budgets to now? First, you know your market better than anyone. If you’re coming into a hot market, then you might want to increase your budget. If you feel your market is still a little timid, then back it off a bit. Next, you can use Google’s Budget Recommendations, or use a recommended formula based on what your monthly spend expectations are for the year and projected ROI. Then you can break down how much you’ll have to play with for daily budgets by using Google’s calculation: Monthly Budget divided by 30.4 which is the average number of days in the month = Overall Daily Budget If you’re running multiple city-specific campaigns, you might need to create a shared daily budget or stick with one area as you get a back into the swing. 2. Evaluate and Set Realistic Goals Your performance metrics might look a little different from previous years, therefore it’s valuable to evaluate where your account performance was and set realistic goals for 2021. Focus your review on what means the most to you. For most investors, lead volume and cost per lead are the two most valuable metrics. You can use that data to set some benchmarks to get an idea of where you should be landing in terms of future performance. Factor in market conditions and market confidence. You could come to the conclusion that you’ll need to expect less leads at a higher cost per lead for the near future. 3. Make Sure Your Bid Strategy Aligns with Your Goals You’ll need to ensure that your campaigns have a bidding strategy that aligns with your goals and metrics. We’re still big on using manual bidding, but if you’re using one of Google’s automated strategies, here are some things to keep in mind. For example, it’s not wise to use one of the conversion-based strategies such as Target CPA if you don’t have recent conversion data for Google to optimize off of. Keep in mind that certain bidding strategies, like Target CPA, have a minimum historical data requirement in order to use them with some effectiveness. If you’re starting out with a new account, with limited data, you … Continued
