{"id":403,"date":"2017-07-12T22:02:40","date_gmt":"2017-07-13T06:02:40","guid":{"rendered":"https:\/\/www.bhavyatechnologies.com\/blog\/?p=403"},"modified":"2017-07-12T22:03:02","modified_gmt":"2017-07-13T06:03:02","slug":"google-adwords-tips-google-doesnt-want-know","status":"publish","type":"post","link":"https:\/\/www.bhavyatechnologies.com\/blog\/google-adwords-tips-google-doesnt-want-know\/","title":{"rendered":"Google AdWords Tips Google Doesn\u2019t Want You to Know About"},"content":{"rendered":"

We do a lot of audits of AdWords accounts to give advertisers a \u201csecond opinion\u201d on the account and give them recommendations on how to improve things.<\/p>\n

And having been behind the scenes of a bunch of AdWords accounts, I\u2019m pretty confident in saying that, even if they\u2019re making money with AdWords,\u00a0most advertisers are still blowing way more money than they should on clicks<\/strong>\u00a0that have no chance of turning a profit.<\/p>\n

Or, just as bad, leaving a lot of money on the table because of poorly set up and\/or managed AdWords campaigns.<\/p>\n

In this article, I\u2019m going to share with you 7 common (and not so common) mistakes AdWords advertisers make so you can avoid making them in your AdWords campaigns.<\/p>\n

1 \u2013\u00a0Putting \u201cSearch\u201d and \u201cDisplay\u201d in the Same Campaign<\/h2>\n

For those new to AdWords, quick lesson\u2026<\/p>\n

There are basically two networks you can run your campaigns on.<\/p>\n

    \n
  1. Search Network<\/b>\u00a0\u2013 This is where your ads can show up on Google.com (and other search engines that partner with Google) when someone does a keyword search.<\/li>\n
  2. Display Network<\/b>\u00a0\u2013 This is where your ads can show up on 1000s of potential websites in the Google Display Network that display Google ads on them.<\/li>\n<\/ol>\n

    \"google_ad-display\"<\/p>\n

    Search<\/a>\u00a0and\u00a0Display<\/a>\u00a0are VERY different animals.<\/p>\n

    The way you select keywords is different.<\/p>\n

    The way you write ads is different.<\/p>\n

    The way you set bids is different.<\/p>\n

    Yet I still see campaigns that combine the two.<\/p>\n

    Now Google\u2019s changed the game recently. They started to offer what they call \u201cSearch With Display Select\u201d. If you\u2019re a new advertiser, this is the only option you have if you want to run ads on both networks.<\/p>\n

    If you\u2019ve been running a campaign targeting Search and Display, you\u2019re essentially grandfathered in if you don\u2019t want to \u201cupgrade\u201d, though Google is encouraging advertisers to make the switch.<\/p>\n

    \"HowAdvertisersScrewUpAdwords_1\"<\/p>\n

    Either way, my recommendation still is to keep Search and Display separate. The Search With Display Select supposedly \u201cuses improved signals and methods of predicting when and where your ads are likely to perform best, and sets a higher bar for when to show them.\u201d<\/p>\n

    That sounds good and all, but\u00a0Search and Display are still separate animals and belong in different cages<\/strong>. So if you\u2019re running campaigns targeting both, break each out into their own campaigns.<\/p>\n

    <\/div>\n

    2 \u2013 Relying Solely on Broads (Broad Match, That Is)<\/h2>\n

    Match types are a big deal in Google Search campaigns. The match types of your keywords determine what search terms your ads are eligible to appear for.<\/p>\n

    Here are the 4 main match types\u2026<\/p>\n

    1. Exact Match<\/b>\u00a0\u2013 This is where your keyword has to match the search query someone types into Google\u00a0exactly<\/i>. So if your keyword is \u2018underwater bowling\u2019, the only time your ad can appear is when someone types \u2018underwater bowling\u2019 verbatim in Google.<\/p>\n

    2. Phrase Match<\/b>\u00a0\u2013 This is where your keyword has to appear\u00a0in the same order<\/i>\u00a0it\u2019s typed in the search query in order for your ad to appear.<\/p>\n

    So if \u2018underwater bowling\u2019 is phrase match in your campaign, you could match for search queries like:<\/p>\n

      \n
    • \u2018the best\u00a0underwater bowling<\/i>\u00a0locations\u2019<\/li>\n
    • \u2018underwater bowling<\/i>\u00a0in miami\u2019<\/li>\n<\/ul>\n

      However, if someone types in \u2018underwater pin bowling\u2019 or \u2018bowling underwater\u2019, your ads could NOT be displayed because the words \u2018underwater\u2019 and \u2018bowling\u2019 are not next to each other in the same order they appear in your phrase match keyword.<\/p>\n

      3. Broad Match<\/b>\u00a0\u2013 This is where Google has a lot of latitude to determine what search queries are relevant to your keyword. But Google\u2019s idea of relevant and your idea of relevant may be quite different so your ads may potentially appear for terms like \u2018bowling alley\u2019, \u2018underwater photography\u2019 or \u2018water sports\u2019 if the keyword \u2018underwater bowling\u2019 is set to Broad Match in your campaigns.<\/p>\n

      4. Broad Match Modifier<\/b>\u00a0\u2013 This is kind of a hybrid between Broad and Phrase match. With BMM, you tell Google that each word in your keyword HAS to be in the search query in order for your ad to appear. It just doesn\u2019t matter what order. So your ad could appear for the search term \u2018bowling underwater\u2019 by using BMM.<\/p>\n

      Here\u2019s what Google has to say on the matter\u2026<\/p>\n

      https:\/\/www.youtube.com\/watch?v=ZLfxIKw1V3Y<\/p>\n

      A lot of advertisers add a bunch of Broad Match keywords to their campaign and that\u2019s it.<\/p>\n

      FAIL.<\/p>\n

      First, your ads are going to show up for a lot of irrelevant searches which means\u00a0you\u2019ll be blowing budget on clicks that have no shot of getting you any business<\/strong>.<\/p>\n

      Second, because you never quite know what search terms are going to match with your broad match keywords, it\u2019s difficult to write ads that are laser targeted to the words your prospects are typing into Google.<\/p>\n

      And the more relevant your ads are to the keywords, generally the more people will click on them and the better your Quality Score will be (Quality Score being the algorithm Google uses to determine where your ads rank and how much you pay per click).<\/p>\n

      Here\u2019s what Google has to say about Quality Score\u2026<\/p>\n