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.

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