Archive for the PPC Management Category

Most Common Google AdWords Mistakes That’s Draining Your Budget

Most Common Google AdWords Mistakes That’s Draining Your Budget

Using Google AdWords is a great way to get new clients but if you don’t know what you’re doing, it can cost you a lot more than it should. In this post I will outline the most common Google AdWords mistakes I see people make and how to avoid them.

Keyword Match Types

Believe it or not, there are four different ways you can target keywords in your Google AdWords campaign. Most people don’t know and simply use the ‘broad match’ keyword type. The problem with broad match is that your ad will show for numerous keywords that are ‘similar’ to your keyword that might not be leading to conversions. Here are the four types of keyword match types: broad match, modified broad match, phrase match and exact match.

Broad Match: The default match type where your ad will show up for your selected keyword, misspellings, synonyms, related search terms and more.

Broad Match Multiplier: Your ads will show on searches that contain the term and close variation but not synonyms. For broad match multipliers all you need to do is add a “+” sign in front of your keywords.

Phrase Match: Your ads will show on searches that match your phrase or close variations of that phrase. To enable this option put your keywords in quotes. For example “keyword” or “my keyword phrase”.

Exact Match: Your ad will show when the exact phrase is searched. To enable this option, use the “[” symbol around your keywords. For example [my keyword phrase].

Here’s a quick video explaining the different types of keyword match types:

Use Negative Keywords

Google AdWords allows you to use negative keywords that are not a good match for your product or service.

Google AdWords Negative Keywords

Google AdWords Negative Keywords

Get a good list of keywords that you don’t think will result in business, here are some examples to get you started:

  • free
  • cheap
  • torrent, torrents
  • youtube
  • Kijiji
  • craigslist
  • ebay

Here is a good way to find negative keywords. Click on one of your campaigns, then click on keywords, then click search terms. These are all the search terms that your ad showed up for. Find the ones you don’t want and add them in the ‘negative keywords’ tab. Here you can add negative keywords by campaign or ad group level.

Send Visitors to Targeted Landing Pages

Once people click on your ad, don’t send them to your homepage. Instead send them to a targeted landing page specific to your product or service. Let’s use pest control for an example. If someone is searching the keyword “Raccoon Removal Toronto”, you want them to land on a page talking specifically about raccoon removal, not generic text about pest control in general. This will also help boost your quality score because the ad looks more relevant to Google. For this example, this is what I would do:

  1. Your text ad title and description should have the word “Racoon Removal Toronto’
  2. Direct them to a landing page:
  3. Make the landing page content specific to Racoon Removal and if possible add video and pictures of raccoons.

Use Ad Extensions For All Your Campaigns

There are a bunch of different ad extensions available in your AdWords account and more are probably coming. Here are the most common ad extensions that you should be using: call extension, sitelinks, callouts, location, price, app and review.

Call Extension: Displays your phone number, if a user is coming from a mobile device, they can click to call you. I would say this is the most important ad extension for service businesses.

Sitelinks Extension: Here you can link to relevant pages on your website, for example your pricing page or contact us page.

Callout Extension: Here you can add general information like “24/7 Phone Support” or “Free Consultations” etc.

Location Extension: Here you can add your business information that is linked from your Google My Business account. Users can click on the location link and open it up in Google Maps.

Price Extension: Pretty self explanatory, you can add your pricing options or packages here.

App Extension: Have a mobile app? You can add a link to download it here

Review Extension: Add a link from a review site about your business, here’s an example that I used for one on my clients and boosted our click through rates:

Google AdWords Review Extension

Google AdWords Review Extension

Conversion Tracking

The most overlooked and in my opinion the most important. If you’re not tracking conversions in Google AdWords, it’s hard to calculate your ROI. Tracking conversions is important because it will help you differentiate good keywords that are driving you business and bad keywords that are draining your budget. Another plus of tracking conversions is that once you have enough conversion data, you can tell Google that you are willing to spend x amount on a conversion and essentially pay per lead instead of pay per click. Google will look at your conversion history and automatically bid higher on keywords that it thinks will result in a conversion. This is very powerful if done correctly but you can’t enable this option in AdWords if you are not tracking conversions. Here is a quick video I made that shows you how to track conversions in Google AdWords:

Questions, comments or concerns regarding your Google AdWords campaign? Contact me today.

PPC Management Toronto

PPC Management Toronto

PPC Management Toronto

PPC Management Toronto

PPC Management

PPC stands for ‘Pay-Per-Click’ and is often referred to as search engine marketing. PPC marketing can be a great way to find new prospective leads that are searching for your product or service on search engines, but only if you’re doing it right.

What is Google AdWords?

The biggest search engine (and my personal favourite) is the big G… Google. Although you could advertise on other search engines, we will only focus on Google Ads for this article. Google AdWords is a self serve advertising service that places ads on Google search results, display ads on network sites and video ads on

Why you need Expert PPC Management

A lot of small business owners I meet are running their own PPC campaigns and making costly mistakes without realizing it. Targeting the wrong networks, keywords or location settings can really drain your budget and result in a very low ROI. That’s why you need someone knowledgeable and experienced to manage your PPC campaign, someone who can optimize your campaign on an ongoing basis, someone who can lower your CPC (cost per click) and increase your conversions.

Did you know that the first position ad gets the most conversions?

Check out this screenshot from one of my client’s campaigns…

PPC Campaign Screenshot

PPC Campaign Screenshot. Over 4k impressions and the average position was 1.

What is Quality Score and is it important?

PPC Management Toronto

Screenshot of one of my client’s quality score on Google AdWords


Every keyword in an ad campaign that you run on Google has a quality score of 0 to 10. If your quality score is 0 then you may have some issues and are probably paying a lot more per click than your competitors. If your quality score is 7, 8, 9 or 10, this means that your ads are relevant and you are probably paying less than your competition. Quality score doesn’t only effect the cost per click, it also plays a factor on how high up your ad is shown. Having a very high quality score increases your chances of getting that number one ad position. From my experience, the first ad position gets the highest conversion rate.

In short, YES. Quality score is very important. Quickly check your quality score of all your campaigns using the Google AdWords App:

Quality score is broken down into three components:

  • Expected Click Through Rate
  • Ad Relevance
  • Landing Page Experience

Expected Click Through Rate

Click through rate is how often your ad is clicked divided by how many times it showed up (impressions). So for example, let’s say your ad showed up 100 times and you got one person who clicked. That means your click through rate is 1%. Google uses ‘expected click through rate’ as a factor because it proves that your ad is relevant and the copy is good enough to get clicks.

Ad Relevance

Another factor for AdWords is your ad relevance. Google only wants to show relevant ads on the top of search engines so make sure your ad is super relevant to the keyword you are targeting. Here is how I usually start. Let’s say I am targeting the keyword ‘Airport Limo Toronto’. I would want my ad title to have this keyword, I would add this keyword to ad description and I would also make a landing page called ‘Airport Limo Toronto’.  This brings us to the next point…

Landing Page Experience

Make a landing page specifically for your ad campaign, the biggest mistake I see people doing is sending people to their homepage when they click on your ad. The landing page should also have the following:

  • SEO optimized title tags and copy
  • Pictures and or video
  • Contact form or phone number
  • Quick loading time

Have questions regarding your Google AdWords campaign or quality score? Contact me for a free assessment at