2-Step Google Ads Feeder Strategy : For To Drive High-Intent Traffic and Increase Low Cost Conversions

If you’re looking to optimize your Google Ads for better results but aren’t ready to dive into the complexities of advanced settings, this guide will walk you through a straightforward, effective approach: the 2-Step Feeder Strategy. This is a great way to help your campaigns get more qualified clicks and conversions without a huge increase in spending. Let’s dive into how it works, how to set it up, and how it can transform your ad performance.

What Is the 2-Step Feeder Strategy?

The 2-Step Feeder Strategy is designed to get the best out of your Google Ads by using two separate campaigns:

Step 1 – Exact Match with Maximize Clicks: This stage focuses on using “exact match” keywords with a “maximize clicks” bidding strategy. This step captures high-intent users who are actively looking for your services or products.

Step 2 – Broad Match with tCPA (Target Cost per Acquisition): The next step takes those learnings and broadens the reach. Here, we use “broad match” keywords with a target CPA to capture a wider audience and guide them towards conversions.

Why Should You Use the 2-Step Feeder Strategy?

This strategy is helpful in situations where:

• Cost-per-clicks (CPCs) are high, and budget control is crucial.
• Your existing campaigns aren’t scaling effectively due to limited impressions.
• You’re already using high-intent keywords but aren’t seeing enough conversions.
• You’ve had some conversions already but need a way to amplify results.

Step-by-Step Guide to the 2-Step Feeder Strategy

Step 1: Maximize Clicks Campaign with Exact Match

Start by creating a campaign using exact match keywords. Here’s how to do it:

1. Select Exact Match Keywords: Choose 10-15 of your best high-intent keywords, ones that most accurately reflect what users search for when they’re ready to take action.
2. Set the Bidding Strategy: Opt for the maximize clicks strategy to capture a higher volume of relevant traffic.
3. Use a Conversion Goal for Initial Tracking: Set up a Google-hosted conversion event (like YouTube engagement or a Google form) for tracking, without heavily focusing on optimizing conversions right now.

Tracking Template: To monitor and analyze results from this step, use the tracking template below in your campaign URL:

{lpurl}?utm_source={network}&utm_campaign=ExactMatchMaxClicks&utm_medium=cpc&utm_agid={adgroupid}&utm_term={keyword}&ad_id={creative}&device={device}&utm_content={placement}

Replace “ExactMatchMaxClicks” with your campaign name for easy reference.

Step 2: Target CPA Campaign with Broad Match

Duplicate the initial campaign, but adjust your keyword match and bidding settings as follows:

1. Switch to Broad Match Keywords: Change your keywords to broad match to expand your reach.
2. Set Target CPA (tCPA): Choose a CPA target that represents what you’re willing to spend per conversion.
3. Update Conversion Goals: Now, set your primary conversion actions, such as form fills, calls, or purchases.

Tracking Template: To track conversions in this stage, use the updated tracking template below:

{lpurl}?utm_source={network}&utm_campaign=BroadMatchTargetCPA&utm_medium=cpc&utm_agid={adgroupid}&utm_term={keyword}&ad_id={creative}&device={device}&utm_content={placement}

Again, replace “BroadMatchTargetCPA” with your unique campaign name to distinguish it from the first campaign.

Tips for Success

1. Monitor Custom Conversion Metrics: Set up custom columns in Google Ads for metrics like real conversions and real CPA, so you get a clear picture of which keywords or ads are performing best.
2. Give Each Step Time: Allow each campaign to run for 2-4 weeks to generate reliable data.
3. Analyze and Adjust: Keep a close eye on both campaigns’ performance and adjust keywords or bidding settings as needed.

The Value of the 2-Step Feeder Strategy

This method allows you to:

• Capture Quality Clicks: Exact match keywords target users with strong intent.
• Expand Reach Effectively: Broad match keywords with target CPA capture more users without sacrificing conversion rate.
• Optimize Spending: Target CPA ensures you’re not overspending on less relevant audiences.
• Gain Actionable Insights: Track campaign performance with custom columns for informed decisions.

The 2-Step Feeder Strategy is a cost-effective, scalable approach that can make a significant difference in your ad performance. It’s ideal for businesses dealing with high CPC’s or those who have had limited success with single-stage campaigns. Give it a try on your next campaign, and watch how this step-by-step approach brings more quality leads and better returns on ad spend (ROAS).