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).