Can you give Adwords recommendations? What can be done against giant competitors?

Digital Marketing
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Hello,

First of all, I used to follow this forum with pleasure regarding brainstorming. I would like to thank the admin friends very much for accepting me; in my opinion, a crowded forum is not a good forum, and they are progressing on a very correct path.

To get to the point, as indicated in my signature, I sell pet products. Since I live in a city like Antalya, I have very little opportunity to sell without stock; warehouses are generally small, and not all products are available. This put me under a huge burden… After all, the biggest risk in trade is stock. I think I am already one step behind the companies in Istanbul in this regard, but we do not give up; we deliver the goods ourselves during the day with a local e-commerce logic.

I know I digressed a bit, but the other day I looked around and said, “Hey, we are making 3-5 organic sales, I have goods in hand and some capital, let me get into AdWords.” You know how they tell stories like “There was this guy Harun in such-and-such city selling 2 trucks of goods even there,” so I said to myself, “AdWords is necessary.” This is a fact that cannot be underestimated…

So what happened, you ask? Because my giant competitors are advertising on the full string “dog food” keyword, I get bids of at least 1 lira even for the smallest brands. In some brands, the competition has risen to such high levels as 1.50 - 2 TL.

I am looking for bracketed keywords, but generally, if “dog food” or “food” is mentioned, high competition appears before me. Now, there is something I cannot understand: we are people who generally work with low profit margins. Considering the click-to-sales ratio is 100/1, how do companies paying this much money per click manage to handle this business? Okay, I understand the company that is international in 15 countries, but everyone who opens an e-commerce site tries to go for the jackpot right from the start. The results are obvious: 10 people open a site, 9 of them close it within 2 weeks.

I would be very happy to receive brief advice from you all. I can say that I am really ignorant about AdWords; perhaps I am doing something wrong, or we are really trying to grab a piece of the pie at a wolf’s table.

Regards

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First of all, good luck with your business. Let me present my suggestions to you, and you can take the ones that suit you.
Identify specific keywords. Unfortunately, competing with giant companies on main keywords can be very difficult. Instead, by doing detailed analysis, you can find longer keywords that will contribute to your sales. Your sales rate may increase with specific words.
There are important points regarding pricing in AdWords ads. (Perhaps you know these, but I’ll write them anyway) Page load speed, visitor retention rate on the page, keyword density on the page, click-through rate per ad impression, etc. By making a list of best-selling products/products you can sell a lot of, and creating specific pages for those products if necessary, you might be able to reduce the cost slightly.
Also, people coming to your site via specific words will be coming to buy that product. A person searching for “dog food” might 1) buy the food 2) gather information about the food 3) be doing brand research 4) be looking for user reviews. However, you will have a higher chance of making a sale to people coming to your site from keywords like “buy dog food”. Perhaps the cost per click won’t decrease, but your sales rate will increase. You can increase your sales by over 10%.
This item doesn’t have a direct relation to AdWords, but constantly check visitor behavior. At what stage do visitors leave your site? At what stage do they abandon the shopping? Which pages are exited the most? Is the mobile/desktop bounce rate balanced? Is there a difference in bounce rates between devices (e.g., Apple devices) (The reason might be that there could be display issues on certain models)? If you prevent visitors from leaving your site by fixing problems, both your advertising cost will decrease and your sales will increase.

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I’m not a professional either, but I’ll try to write what I know; I hope I can help. I don’t know if you’ve tried it, but I will recommend social media. Join all groups on Facebook related to Antalya and dog food and make posts in them. It is both free and the responses will be positive. Good luck with your business.