A big part of my day at the company where I work as a digital marketing consultant is spent auditing Google-annonsering accounts. To my good fortune, I enjoy doing it because it gives me the chance to help people passionate about their businesses do better with their marketing strategies. Even though every audit is and should be different, I’ve found that most accounts that aren’t doing well have the same few problems. People are so busy with other things that they don’t have time to focus on fixing these problems.
If you know what to look for, it won’t be hard to find these little pockets of opportunity and take advantage of them. I’m going to tell you about three of the most common problems I find when I audit a Google Ads account and how to fix them so you can ensure you’re getting the most out of your account. It will help you ensure that your Google Ads account is working well.
Problem No. 1: Failing to Convert Valuable Search Terms into Keywords
Keywords are the most important part of Google Ads because they determine which searches your ads will show up for, which tells you who will see your ads. People type in search phrases matched to keywords and show your ads. It is how keywords and search terms are related, and it’s one of the most important things to understand about pay-per-click advertising. Remember, though, that your keyword and the search phrase for which it shows up won’t always be the same. It is an incredibly important thing to remember. Most of the searches where your ads will appear will be similar to, but not the same as, the keywords you entered.
It is always the case, no matter what type of match you use. The good news is that the searches we match against giving us access to a huge pool of new keywords we could use. You can find what people are looking for by going through the searches your ads are showing up for, either in the Google Ads Editor or with a tool like Query Stream. Using this information as a guide, you can then use this information as the basis for new keywords. These search phrases are much broader than the keywords for which this person currently competes, but they would still make great keywords.
Problem No. 2: Failing to Include Unfavorable Keywords Regularly
If you have never heard of negative keywords before, you have come to the right place. Negative keywords are just normal keywords that have been written backward. Keywords tell search engines like Google and Bing what we want people to find us for. By using “negative keywords,” you can tell search engines like Google and Bing what results from you do not want to appear for. But when I look at someone’s Google-annonsering Performance Grader, one of the most common problems is that they don’t add negative keywords to their account often enough. It is one of the most important things you should do. Only the smartest digital marketers know they must keep an eye on their search traffic to look for new negatives. Most advertisers know they need to include negative keywords when they start, but only the most successful digital marketers know they must watch their search traffic.
The search marketing industry is always changing, and the things people look for change every day. More than 20% of the daily searches on Google are completely new. One of every five searches that show your website has never been done before, not even by Google. You need to know what searches you’re showing up in so you don’t waste your advertising money on clicks from people who aren’t qualified or interested in what you have to offer. Then, you need to add negative keywords to your account so that you don’t show up for searches that won’t help you reach your digital advertising goals. It will stop you from appearing for searches that won’t help you reach your goals (or use a tool like our 20-Minute Work Week to help you automate the process).
Problem No. 3: Inflated Advertising Groups
When I look at a Google Ads account that isn’t doing well, one of the most common problems is that there are too many keywords in each ad group. Only the ad matches that keyword will be shown when a certain keyword is used. If you put too many keywords in an ad group, the ads you show will be too general, and people won’t click on them because they won’t think your ads are relevant to what they’re looking for. I often see ad groups with thirty, forty, or even more keywords. It is impossible to make ads relevant to that many different keywords at once. Most of the time, an advertising group shouldn’t have more than twenty keywords.
This person’s account has three ad groups; each has more than 27 keywords. That’s an absurd amount! Relevance is one of the most important things for future clients and consumers. They are on Google because they are looking for something. For them to click on your ad, they need to believe that you know what they are looking for and that you can give it to them. When I audit a Google Ads account, I first look at any ad groups with more than 15 keywords to see if there are two or more recurring themes in each of those groups. Once you know what topics would be covered by more narrowly focused ad groups, it is easy to make new ad groups and then change the order of the keywords within those groups. Also, if you think this process takes too much time, Feature has a tool called Split Ad Groups that can automatically track how big your ad groups are getting and let you know when it’s time to split them into different groups.
When I look over a Google Ads account, I see these three most common mistakes. If you want to know Hvordan tjene penger? It would be best to learn tips to fix issues in Googles ads; you can earn too much. Do you want to see how your account stacks up against others? Run our Google Ads Performance Grader to see how you can start using these tips better to get more out of your digital marketing.