Running Google Ads? Fix These Red Flags & Improve Your ROI…

1. Not enough keywords

Don’t be shy with keywords! Most advertisers underutilise them, limiting reach and ad relevance.

Some advertisers are only using a handful of keywords, which is not enough. A good target? At least 1,000. This gives you:

  • More Control: Tell Google precisely when to show your ad. No more irrelevant queries (well – at least a lot less)!
  • More Relevant Ad Copies: Craft ads tailored to specific searches, improve your Quality Score and lower your Cost-Per-Click.

Remember, it’s not just about quantity, it’s about relevancy. Choose keywords laser-focused on your offerings. Start small, scale smart, and constantly optimise. Unleash the power of words, and watch your Google Ads campaigns soar!

2. Keywords added in broad match

Forget “broad match” as your default. It’s like throwing paint at a canvas hoping for a masterpiece – you might get lucky, but you’ll probably just make a mess. That’s why I say: ditch the broad match drama altogether.

Here’s why broad match is, well, not so broad-ly loved:

  • Irrelevant Clicks Galore: It casts a wide net, dragging in searches that have nothing to do with your offerings. Picture your ad for luxury watches popping up for “cheap kids’ toys.” Yikes.
  • Quality Score Woes: Google frowns on irrelevant clicks, lowering your Quality Score and sending your Cost-Per-Click skyrocketing. Think of it as paying extra for an audience that’s not even interested.
  • Budget Black Hole: You end up burning through your budget on clicks that won’t convert. It’s like pouring money down a drain you can’t quite see.

3. Limited number of ad groups

Think of Google Ads like a game of relevancy bingo. The more closely your ad matches the searcher’s query, the louder the “cha-ching!” of victory. Why? Because Google loves relevancy and rewards it with high Quality Scores and lower Cost-Per-Click’s.

But here’s the catch: throwing all your keywords into one ad group is like playing bingo with a blindfold. You won’t be able to craft truly relevant ads for each keyword.

Google recommends a cozy crowd of 10-20 keywords per ad group. So, with 1,000 keywords, you’re looking at a number of ad groups of around 50. The more targeted your groups, the more precise your ad copy, and the better your Quality Score will be.

Remember, relevancy is the name of the Google Ads game. Play it smart, organise your ad groups strategically, and you will have the best chance of succeeding!

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4. A low Click-Through-Rate (CTR)

Remember that Google Quality Score I keep talking about? It’s like a hidden report card for your ads, judging their relevance to search queries. And guess what plays a starring role? Your click-through rate (CTR) – not just for single keywords, but for your whole account.

So, a low CTR across the board can drag down your Quality Score and will skyrocket your Cost-Per-Click. Ouch! But luckily, there’s a simple fix: get rid of the keywords that drag your CTR down!

Most likely, there are a lot of keywords in your account that make lots of noise, but with zero engagement. They get impressions without a single click, dragging down your CTR and making Google frown.

5. No conversion tracking

The data shared within Google is great. Impressions, clicks, budget spent – it’s all laid bare on your dashboard, a treasure trove of insights just waiting to be mined.

But the real gems lie deeper, in the heart of conversion tracking. This tells you how many impressions turned into leads, clicks into sales, basically, how your ads are filling your pockets with profit.

Don’t leave your advertising success to chance. Embrace the power of conversion tracking and get the data you need to improve your campaigns going forward!

6. No negative keywords

Keywords are the bread and butter of your Google Ads campaign, but sometimes you need a little garlic bread on the side – in the form of negative keywords. These will prevent your ad from showing up for any irrelevant search queries and will make your campaigns more profitable.

Think “scam,” “free,” or “homemade dog-biscuit recipe” when you sell luxury dog food. Or “used” when you specialize in brand-new bikes. Negative keywords let you say “nope, not my jam” to irrelevant searches, saving your budget and your sanity.

Keep in mind that Google constantly triggers your ad for new search queries. So it’s critical to add new negative keywords continuously.

7. Targeting both Search and Display

Running both Search and Display ads in one campaign sounds like a time-saving dream, right? But hold your horses. In reality, it can be a recipe for missed opportunities and wasted budget.

Here’s why separating your Search and Display campaigns is the right thing to do:

  • Laser Focus, Precision Clicks: Your search audience is actively hunting for what you offer. Display folks are browsing, exploring, and open to possibilities. Different horses, different courses. Mixing them up leaves both feeling meh. Dedicated campaigns let you tailor your message and targeting to each network, increasing relevance and click-through rates.
  • Budget Boss: Search and Display have different price structures and performance expectations. Combining them can lead to budget imbalances, overspending in one network while the other sputters. Splitting things up gives you granular control, letting you optimize bids and budgets for each network’s unique needs.
  • Data Dilemma: Want to understand what’s working and what’s not? Merging networks creates a muddled data picture. By splitting them up, you gain clear insights into each network’s performance, empowering you to make data-driven decisions and optimize your campaigns like a pro.

Remember, it’s not about cramming the most horses into the smallest stable. It’s about giving each pony the perfect pasture to thrive. So, step into the separation saddle, create dedicated Search and Display campaigns, and watch your marketing magic unfold!

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