Case Study – Building Materials
5 Common Mistakes
When you see dramatic results like that, the obvious question is: How can there be such a huge difference? Glad you asked!
The answer is most people, even agencies make rookie mistakes and their mistakes can be costly! Below is a list of 5 common mistakes.
1 – Campaign & Ad Structure – The way you structure your Google Ads account allows you to control how you want your ads to be triggered and when and where you want them to appear. Not having a well-structured account is like not have the proper foundation for your house. It won’t take long for cracks to appear and grow. On the other hand, if you lay a proper foundation, your ads will perform better and your (CPC) average cost per click will be less.
2 – Keywords – There are four different keyword match types in Google Ads: Broad Match, Broad Match Modifier, Phrase Match, and Exact Match. Each match type has its own advantages and disadvantages, and it’s incredibly important to understand the circumstances in which you should use one and not the other. The wrong type will cost you dearly.
3 – Location – This is another area that is often overlooked. In the case study above they were paying for Ads in the USA, India and heap of other countries! They were also wasting money on Australian States they don’t service.
4 – Negative Keywords – One of the most important campaign management tasks is to identify bad search terms that resulted in clicks on your ads. The process of applying negative keywords to the campaign will ensure these unwanted clicks are not repeated so your budget is used on generating the right traffic in line with you campaign goals. Again, this is another often overlooked feature Google offers. Negative keywords are essentially irrelevant and useless words for your goals. But if you don’t exclude them, Google will serve your ads to the wrong crowd and cost you precious marketing dollars!
5 – Autopilot (Don’t Use It!) – Recently, Google started offering Smart Ads. These are basically pre-set parameters where Google chooses everything for your ads. I.E. your budget, where your ads are placed, etc. Google claims that the Smart Ad strategy is about getting the most for your dollar. From our experience, we think is all about getting more of your dollar. Google is in the business of making money not giving free strategy advice which undercuts its revenue. Remember this is an important point whenever reading Google’s advice or talking to one of their reps who are measured on increased revenue.