🕵️♂️ Concealed Strategy helps small advertisers seize market share from big
competitors and conquer the Google Ads SERPs
Clicking on this article indicates that you’re presumably interested in growing your business by running Google Ads, but you don’t have the cash on hand to take on large competitors head-on.
You see, Google Ads is a pay-to-play battlefield.
(and a ruthless one that is.)
Deep-pocketed industry titans have been capitalizing on Google’s rich source of smoking-hot paid traffic for years.
And they’re not letting some newcomer take their customers without a financial fight.
To defeat them at their own game, you must follow unconventional (aggressive) strategies.
But first, here’s a story…
Genghis Khan was the founder of the Mongol Empire and is considered one of the greatest military leaders in history.
Genghis was especially known for his genius (and brutal) strategic mind and leadership.
Starting from obscure and small beginnings, despite having limited resources or being vastly outnumbered by his enemies, his adaptive maneuver strategies have led his armies to establish the largest land empire in history.
Google ads allows businesses on a small budget to successfully and profitably take on much larger competitors in their industry.
So how do you beat larger companies who have a daily budget that equals your monthly or yearly budget like Gengis?
Maneuver The Battlefield – How To Win Big On A Small Budget?
Maneuver warfare is the use of initiative, deception, and the unexpected, combined with a ruthless determination to succeed.
Following this strategy, you seek to avoid your opponent’s strengths while exploiting their weaknesses to gain an advantageous position relative to the enemy.
One such outside-of-the-box strategies that we’ll cover in this article is the “hit-and-run.”
A swift surprise attack (and a unique way to steal red-hot traffic from under their noses).
A limited budget prevents you from running your ads throughout the day. Therefore, you need to find the perfect time to show your ads to the most qualified audience.
By using Genghis Khan’s strategies of aggressive psychological warfare you can make your small budget seem extra large.
But you need to think even bigger!
Stealing traffic and customers from your competitors in Google Ads, thus expanding your empire doesn’t work if you can’t keep increasing your budget and expanding your reach for bigger and better results.
Therefore, it’s important that you map out your vision, and prepare for the battles ahead.
You can’t really measure your results if you don’t know where you’re going.
If you won a battle.
Set Clear Goals.
very article on the topic starts with “set clear goals.”
It’s boring and something you definitely don’t want to read.
Before launching any Google Ads campaign on a small budget, setting a clear goal is a prerequisite for success.
The reason why you should start with a clear goal is so you’ll be able to reverse engineer ‘the big picture’ into monthly goals, weekly target metrics, and daily action steps.
Like DJ Khaled says “It’s The Key.”
Collecting and measuring data from your Google Ads campaigns, helps you to adjust your battle plan based on informed decisions and is the key to winning in the Google Ads auction.
“What gets measured, gets improved” – Peter Drucker.
I cannot stress this enough.
Khan also carefully planned his conquests, winning the majority of his battles. When he was not successful, he would retreat, regroup, determine what went wrong, and attack again.
To plan out your own conquest in Google Ads, answer these questions:
- Where do you want to be 1 year, 3 years, and 5 years from now?
- What revenue target do you want to hit?
- How many sales or customers do you need to hit that rev goal?
- Are you looking to generate qualified leads, appointments, demos, calls, or free trials?
- how much are you willing to spend to acquire a new customer or lead?
- How many leads do you need to get one customer or client?
- What’s your current conversion rate?
- How many clicks do you need to generate a lead or customer?
- how many impressions do you need to get that amount of clicks?
answering these questions helps you to form a blueprint for domination.
3 Small Budget Strategies To Dominate In Google Ads
Just like Genghis, you’re starting small with limited resources.
Every dollar you spend counts.
Your advertising budget is your army.
Genghis organized his army into units of ten, then a hundred, then one thousand, and then ten thousand.
What matters on a small budget is maximizing every dollar you spend.
- Generating a higher revenue and net profit than you’re spending.
- Increasing the value per customer.
- Retaining that customer.
- Getting referrals from that customer.
Unlike the Goliaths in your market that pump and dump. Your focus should lie on attracting customers for a lifetime.
1. Set your budget correctly.
Most new or beginner advertisers start with a monthly budget of $400 to $500. Which is a mistake.
The first thing you need to do before you start advertising is to calculate your true Google Ads budget.
You need to make sure that you’re going to drive sufficient data through your campaign by setting a high enough starting budget.
That’s important because, without enough data, Google won’t be able to exit the testing & learning phase and optimize your campaign for the most qualified traffic.
Which is keeping you stuck in an endless learning death spiral.
That’s equal to setting your money on fire…
Or flushing it down the toilet.
Additionally, you won’t have enough data to measure and optimize your campaign manually.
What is data?
Data consists of the metrics advertisers measure in their advertising campaigns. These are:
- Cost per click
- Click-through rate.
- Conversion Rate.
- and more…
As advertisers we’re sacrificing money on the altar to satisfy the Google ads algorithm, so we can be blessed in return with an optimized account and quality clicks.
Important: 👊 Google wants you to drive a baseline of impressions and clicks. So, as a rule of thumb, you need to get a minimum of at least 10 clicks per day.
The reason why you need 10 clicks per day is because the baseline click-through rate (CTR) is around 5%.
If you need 10 clicks per day.
5%/100 impressions = 5 clicks.
That’s 200 impressions per day for 10 clicks.
that’s 300 clicks from 6000 impressions per month.
hitting the 5% CTR benchmark gives you & Google enough data to review and make the initial required optimizations to your campaign.
But, Google’s A.I. is sophisticated enough to a point that if you’re getting your CTR above 7%, and ideally above 10%, it’ll start filtering out the highest quality traffic for your campaign a lot faster.
At a 10% CTR, you only need 100 impressions per day to hit your minimum goal of 10 clicks.
Important: 👊 one of your primary goals when running search ads on Google is getting to at least a 10% CTR on all of your ads.
Here’s a recap:
- You need 10 clicks per day minimum.
- a 5% CTR (preferably 10% or higher…)
The higher your CTR, the more clicks from fewer impressions you’re going to get. This means your ad messaging is persuasive and relevant to the search term.
If you spend $20 to get 10 clicks from 200 impressions at a 5% CTR that’s $2 per click.
But if you spend $20 at a 10% CTR you’re getting double the clicks for half the cost.
Calculating Your Daily Spend.
Now that you know how many impressions and clicks you need, it’s time to find your minimum spend per day.
The easiest way to find your daily ad spend is to 10X your average cost per click.
Before you can 10X the CPC of the keywords that you want to show up for you need to do keyword research to actually find those keywords lol.
There are many ways to do keyword research, the simplest way to find your average CPC is to type in your keyword into Google’s Keyword Planner.
For example, let’s take “Nike Sneakers.”
That will produce a string of relevant keywords with:
- Average monthly searches
- Top of page bid low range.
- Top of page bid high range.
You’re selling Nike sneakers, but your bestseller is the “Nike Air Force 1 ’07.”
The top of page bid high range is €1.61.
Now take that 1.61 and multiply that times ten.
1.61×10 = 16.1
That comes down to a daily budget of €16.10 to get those 10 clicks.
Your monthly budget = €16.1 x 30.4 days = €490.
2. Start with 1 keyword theme (Start with one product or service)
When you’re advertising on Google with a small budget, you only want to focus on 1 keyword theme, or a single product or service.
The reason why you’re focusing on one product or service to begin with is that you already have a small budget and you don’t want to spread out that budget over multiple keyword themes, products, and services.
It’s better to start with one thing. Make that profitable, reinvest, and move to the next thing, etc.
Important: 👊 When you’re starting out on Google ads or you only have a small budget — focus on reaping the lowest-hanging fruit.
That is targeting the keywords of your best-selling or most popular products and services with the highest buying intent.
Because of your limited budget. You can’t play in the top-of-the-funnel auction yet. This is where people are in the information-gathering phase.
We’re looking for prospects who are ready to pull out their wallets.
In the previous example with the Nike shoes. if the Nike Air Force 1 ’07 is your best seller and the lowest-hanging fruit.
You start with that single product.
What is the keyword with the highest buying intent for Nike Air Force 1 ’07?
- Nike Air Force 1 Black
- Black Air Force 1
- White Air Force 1
- Buy Nike Air Force 1
following this strategy, your competitors are “warming up” your customers so you can swoop in and steal them for pennies when they’re ready to buy.
If you own a law firm specializing in entrepreneurship and business law you might start with permits or business licenses. then corporate litigation, construction law, real estate law, and so forth.
If you own an ecommerce beauty store. You should start advertising your most popular or bestsellers as well, then when you gradually increase your results and your ad budget, expand your suite of products and services.
the benefit of starting with bestsellers and the most popular products and services is that you know those are already converting well, thus decreasing the chance for failure and wasted ad spend.
3. Hit and run. Aggressive ad copy
As advertisers on a small budget, in order to profitably compete with deep-pocketed whales, we have to follow one of Genghis Khan’s early strategies.
The hit and run.
A swift surprise attack. You go in fast, deal enough damage, and move out before the enemy can retaliate.
This is a wonderful method to sweep customers away from your competitors.
So how do we achieve that?
The key is to create ads so compelling and convincing that your potential customers desire your offers over more established competitors.
The way the “hit and run” works is by aggressively speaking to your ideal client avatar.
- Call out your audience.
- Hyper specific “only for.”
- Create a sense of urgency, scarcity, and drama.
- place your pricing in the ad.
So if we’d take the ecommerce shoe example again.
We’re selling Nike shoes in our store.
First of all, we’re competing with the product name authority of Nike itself.
Then we’re competing with all the other stores selling the same product.
How would we call out our audience and make the ad specific?
We can add:
- The keyword: Nike Air Force 1 07’ Black (a must!)
- Only for men (or only for men that want X result).
- Shoe size 42 – 46 (EU)
- only 12 left in stock
- 5% off retail price.
- €118 (clearly stating the price).
Side Note: A short Google search brought me to an idea.
I typed “Are Air Force 1 good for…”
- The gym.
allaboutanthony.com: “Many opt for runners and cross trainers in the gym, but a pair of Air Force 1s can provide a solid amount of cushion and comfort for working out.”
This knowledge we can apply to our initial set of search ads!
You can now start crafting your ad copy 🙂
- It must include the keyword!
- We can test calling out men who like hiking, running, fitness, etc.
- We can include scarcity with the price and shoesize.
- We can include a percentage off the retail price (tip: offer post click from a website popup!)
buy Nike Air Force 1 – €118 Black & White
Nike Air Force 1 Black. Only for men who desire foot comfort and style while working out.
Only 12 left in stock. Shop your Nike Air Force 1 07’ Black now!
Callouts: Sizes 42 -46. only 12 left in stock. This week 5% off. Free delivery.
what this type of ad copy does is it stops you from getting a lot of wasted clicks.
Hack #1. Do what your competitors aren’t willing to do.
Earlier in this article, I gave you an example of maximizing your ad budget.
When you’re on a limited budget. Every customer counts.
A particularly strange strategy that Gengis used in his time is that he often pardoned beaten enemies and assimilated them into his own army.
Many of whom were promoted to high ranks.
An often neglected strategy and one way to increase the lifetime value of your customer is by doing what your competitors aren’t willing to do.
- Custom handwritten thank you note.
- Calling your customers if they’re happy with their product.
- Add more social proof and credibility to their website.
- Improve on feedback.
- Conversion rate optimization.
Hack #2. Implement Remarketing Lists for Search Ads (RLSA):
Most website visitors abandon your website without buying never to return.
An unfortunate statistic indeed.
One way to still capitalize on the traffic that abandoned your site is by using Remarketing Lists for Search Ads (RLSA).
Maybe they were comparing products and prices on other sites.
Maybe they had to take a phone call or go to the bathroom, and simply forgot.
RLSA allows you to target users who have previously visited your website and tailor your ads to their interests and behavior when they’re searching similar search terms.
RLSA reduces the chance that a potential customer who visited your site types in the same search term and buys from a competitor.
This strategy can be especially effective for businesses with a small budget, as it focuses on users who have already shown interest in your products or services.
Genghis Khan’s strategy of using creative tactics, and adapting to changing circumstances can be applied to the world of Google Ads.
By identifying the unique needs and interests of a particular audience, creating compelling ad copy, and monitoring and adjusting campaigns regularly, businesses can profitably compete on a small budget.
Just as Genghis Khan’s military campaigns were successful due to his strategic planning and execution, businesses can achieve success in the highly competitive world of Google Ads by adopting a similar approach.