From budget management to keyword strategy, our team of experts can diagnose any paid media problem. Submit your ad woes and let us work our magic. Or, browse our repertoire of past Q&As to catch up on the latest digital marketing tips.
Q: I just launched a new workout app. What is the best way to promote it on Google Ads with a small budget of around $1,000 per month?
A: Let’s get that campaign in shape! Here’s the prescription:
Lean heavily on Google App Campaigns—I’d recommend allocating around 60-70% of your budget here. These campaigns are designed to maximize app installs across Google’s ecosystem (search, YouTube, display) and will help you build momentum quickly.
Spend the rest of your budget on Search Ads targeting high-intent keywords like “best fitness app” or “home workout plans.” If your app fits a specific niche, like men’s or women’s fitness, fitness for runners, or weightlifting, try to include those key terms in your target keywords, too. With a small budget, it’s important to target very specific terms.
Make sure you track in-app events like signups or usage. This data is like an x-ray, helping you see what’s working and letting you fine-tune your campaign. And don’t forget to reserve a small portion of your budget (10-15%) for remarketing to bring back users who interacted with your site but didn’t convert.
Stick with this formula, and you’ll see your campaign (and app installs) get stronger over time!
Q: I'm running TikTok ads for a free mental health app to drive sign-ups. Meta ads performed well, but I'm new to TikTok. Any suggestions for creative, audience targeting, or strategies?
A: Ah, TikTok ads—let’s give your mental health app the right prescription for success! While TikTok can be tricky, it’s all about matching the platform’s vibe.
Think of your ad creative as a “quick fix”—short, engaging videos that feel authentic and blend with user-generated content. Testimonials, mental health tips, or a quick app demo work wonders here.
For audience targeting, start with interests related to wellness and self-care. And don’t be afraid to ride the wave of TikTok trends or challenges; it's like tapping into the platform’s natural “heartbeat.”
Approach TikTok ads like a diagnosis: constantly monitor the data, see what’s working (or not), and adjust your strategy accordingly. For example, if you notice a certain video style gets more sign-ups, lean into that and create similar variations. TikTok’s algorithm rewards high engagement, so finding the format that resonates most with users will help maximize your results and keep your cost per signup low.
Q: I had a well-performing Google Shopping campaign that declined after switching to a pMax campaign on my Google account manager’s advice. Traffic, search impression share, and conversions have dropped. Should I revert to "Max Clicks" or try something else to recover performance?
A: It sounds like your campaign needs a recovery plan. Since Max Clicks worked well before, switch back to that strategy. This allows the campaign to relearn using its existing data without starting from scratch. Monitor the search impression share and adjust bids gradually to regain visibility and traffic.
Also, slowly reduce your pMax budget while reintroducing spend to your Shopping campaign. This transition is crucial since pMax takes priority over Shopping campaigns, potentially suppressing their spend. By phasing out pMax, you give your Shopping campaign the best chance to recover and thrive.
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