Google Adwords Management: The #1 Mistake Most Newbies Make

Google Adwords Management: The #1 Mistake Most Newbies Make

Perhaps the most common mistake we see when we talk to our clients about managing their Google Adword campaign is the misuse of Google’s broad match option. This mistake is not only limited to newbies, but to professionals as well and could be costing your company thousands of dollars a month, depending on your ad spend, of course. In any case, whether your budget is $ 150 or $ 15,000 a month you need to pay close attention…

Let’s explain what broad match is by explaining ALL the different levels of ad control in the Google Adword program. There are actually three – they are broad match, phrase match, and exact match. When you “buy” a keyword you get to tell Google whether you want your ad to display, based on HOW that keyword is typed in.

If you choose broad word matching, you are saying that you want your ad to appear in ANY search that has that keyword in it – no matter how or where that keyword appears in the search box. For instance, if your keyword is “shoes”. Your ad will display when someone searched on “buy shoes”, “tennis shoes”, or even “horse shoes”. Of course, this is a good example where you would be losing money for broad searches on “horse shoes” if you did not cater to horses.

Phrase matching is where you choose a keyword phrase (more than one word) but tell Google that you want to show your ad only when the user types in that keyword phrase in the SAME ORDER that you listed them. For example, if you chose phrase matching for “tennis shoes” your ad will only show when the user types those two words in the same order. If someone types in “green tennis shoes” your ad will show. But if they type in “shoes for tennis” your ad will NOT show because the order of the words did not match the phrase that you specified.

Exact matching is where you tell Google that you only want your ad to show when the words match (surprise) EXACTLY. If we use the example above, but reserve “tennis shoes” as an exact match, then if a user types in “green tennis shoes” your ad will not show because it did not match exactly. They must type in “tennis shoes” in that order and nothing else for your ad to show. Even if they type in “shoes tennis” your ad will not show because the searcher typed them in the wrong order.

So why would anyone bother to use phrase matching or exact matching if these methods of ad control don’t always show your ads? Very simple. In many cases, testing shows that certain phrase matches and exact matches convert much higher than broad matches using the same keywords.

But why would you use broad matching at all? We use broad matching in certain cases where we are researching a market and trying to find which keywords actually work. Sometimes you have to be willing to spend a little money upfront in order to complete your research. In some cases, broad matching can work well if you know how to use “negative” keywords effectively, which is another subject entirely.

After all, you won’t know which keywords are converting unless you test many forms and variations, right? The problem is that most newbies and many pros start off with broad matching keywords and then they fail to analyze their results and make necessary alterations where low-converting broad keywords are deleted and high-converting keywords are used to find other high-converting broad keywords. Many times the campaigns are so unprofitable that they user is forced out of the Adwords business before they know what happened.

Of course, you can save a lot of money by using the research of your competitors and legally spying on them using stealth software that analyzes the keywords that your competitors used over a period of time. Even so, we don’t always 100% rely on a competitors research as we find 95% of the Google Adwords users are doing it all wrong to start with.

We still spy, but we do our own testing as well…and you should too. The bottom line is that you want to use broad matching, but know what you are doing when you are using this form of ad control, and by all means regularly monitor, test, and analyze your results. If you don’t have time to do this, then hire a professional Adwords management company.

Adwords Management can be very tricky to master, but did you know you can actually spend far less in Google Adwords and get even more clicks! George Curtis, a respected expert in google adwords management is giving away a free video on “The Secrets of Adwords Management” where you’ll discover how to make your adwords campaigns be Super-Profitable. Claim Your Free video now!
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