{"id":887,"date":"2011-11-25T12:40:53","date_gmt":"2011-11-25T20:10:53","guid":{"rendered":"http:\/\/www.salesjumpstart.net\/blog\/?p=887"},"modified":"2011-11-25T12:41:22","modified_gmt":"2011-11-25T20:11:22","slug":"google-ad-words-pay-per-click-problems","status":"publish","type":"post","link":"https:\/\/salesjumpstart.net\/blog\/2011\/11\/25\/google-ad-words-pay-per-click-problems\/","title":{"rendered":"Google Ad Words Pay Per Click Problems"},"content":{"rendered":"
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It seems like I get a call a month from a client or prospect that have been running pay per click on Google and getting terrible results. Once I look at the campaigns I consistently see the following three BIG problems.<\/p>\n

First. So far this year with only one exception, the campaign is set up using broad match keywords.<\/p>\n

Google gives you 4 options of the way you can run your keywords.\u00a0 Here is their explanation:<\/p>\n

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You can set each search-targeted keyword to have one of those four settings. To use a keyword matching option, just add the appropriate punctuation to your keyword:<\/p>\n

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  1. Broad match:<\/strong><\/a> keyword
    \nAllows your ad to show on similar phrases and relevant variations
    \n(The broad match modifier may also be used to further refine your broad keyword matches: +keyword.)<\/li>\n<\/ol>\n
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    1. Phrase match:<\/strong><\/a> “keyword”
      \nAllows your ad to show for searches that match the exact phrase<\/li>\n<\/ol>\n
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      1. Exact match:<\/strong><\/a> [keyword]
        \nAllows your ad to show for searches that match the exact phrase exclusively<\/li>\n<\/ol>\n
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        1. Negative match:<\/strong><\/a> -keyword
          \nEnsures your ad doesn’t show for any search that includes that term<\/li>\n<\/ol>\n

          With some options, you’ll enjoy more ad impressions, clicks, and conversions; with others, you’ll get fewer impressions and more narrow targeting. By applying the appropriate matching options to your keywords, you can best meet your ROI goals.<\/p>\n

          ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~<\/p>\n

          So as an example, I have seen a House painter show up in the search Basement Finishing. Why?\u00a0 Because they are using Broad Match, and when someone searches Basement Painting, they have \u201cpainting\u201d as a broad match keyword.\u00a0 You can imagine how many searches the ad shows up for that have little or no relevance to house painting.<\/p>\n

          The natural thought is, so what, if no one clicks on the ad under a non relevant keyword, it doesn\u2019t cost you a thing. Well\u2026. Wrong.\u00a0 Your keywords quality score, which I will blog on latter, is lowered when your ads click through rate (number of times the ad is cliced on divided by the number of times the ad is served)\u00a0 and the lower your quality score, the more your bid will need to be to get higher placement.<\/p>\n

          So\u2026 use phrase and exact match!<\/p>\n

          Two. I also see the client or prospect has added all of their keywords under on ad group and possible one ad.<\/p>\n

          Your keywords should be divided into very specific groups, where the keyword matches the ad you use for that ad group.<\/p>\n

          Using house painting again,\u00a0 here is\u00a0 a brief example.\u00a0 You should have diiferent ads for each of these and the ads should use the exact keywords in it.<\/p>\n

          House painting<\/p>\n

          House painter<\/p>\n

          Exterior House painting<\/p>\n

          Painting contractor<\/p>\n

          In a perfect world you might see a new ad group and ad for each keyword.\u00a0 Lot\u2019s of work, but well worth it. Your cost will be lower and your conversion rate will be higher.<\/p>\n

          Three: Scheduling.\u00a0 Your product or Service has peak days and times that prospects will look for it on the Internet. You know what these are, just track back to when prospects call you the most.\u00a0 When was that last time someone called you on a Saturday?\u00a0 For home improvement companies, Mondays and Tuesdays are peak, and Friday and Saturday (generally) are dead.\u00a0 Why show your ad on day\u2019s no one is really looking?\u00a0 Instead, up your bids on the peak days and lower your bids on off days and hours.<\/p>\n

          And I do need to mention a 4th<\/sup>. Geo Targeting!\u00a0 Google has great options for you to serve your ad just in the cites you want, or a specific radius around your business.\u00a0 Don\u2019t advertise across n entire metro area, if in reality you are not going to get sales more than 15 miles (or 7 or whatever) from your business.\u00a0 The natural tendency of customers is to have a preference for a company closer to them, no matter what you sell.<\/p>\n

          I will go into some other areas and more detail on future blogs.\u00a0 Pay attention to these 4 areas in an account when you set up an Ad Words campaign.\u00a0 We do offer very affordable PPC management and set up, so if you just don\u2019t want to go through the learning curve, and need to see better results, call us!<\/p>\n

          Related articles<\/h6>\n