{"id":11588,"date":"2020-03-24T16:17:00","date_gmt":"2020-03-24T16:17:00","guid":{"rendered":"https:\/\/trafficsoda.com\/?p=11588"},"modified":"2022-11-28T08:49:39","modified_gmt":"2022-11-28T08:49:39","slug":"google-ads-budget-mistakes","status":"publish","type":"post","link":"https:\/\/www.trafficsoda.com\/google-ads-budget-mistakes\/","title":{"rendered":"5 Mistakes KILLING Your Google Ads Budget"},"content":{"rendered":"\n

As a business owner, you\u2019re probably no stranger to people trying to turn you into a believer in Google Ads.<\/p>\n\n\n\n

And the well-intentioned folks singing the praises of Pay-Per-Click (PPC) do<\/em> have a point. After all, on average, businesses make $2 in revenue for every $1 they spend on Google Ads<\/strong><\/a>.
<\/p>\n\n\n\n

So, why not jump at the opportunity? Who wouldn\u2019t go for a 100% return on your investment?<\/p>\n\n\n\n

Well, I\u2019m willing to guess the savvy business owner in you isn\u2019t ready to take that vague stat at face value\u2026and you\u2019re right to be a bit skeptical.<\/p>\n\n\n\n

When things sound too good to be true, you know there\u2019s got to be more to the story.<\/p>\n\n\n\n

Let\u2019s get serious.

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

The Truth Is, Google Ads Are Not<\/u> Automatically Profitable<\/strong>.

<\/h3>\n\n\n\n

The \u201c$2-revenue-per-$1-spend\u201d statistic we just mentioned up above is an average.<\/p>\n\n\n\n

Meaning, some companies who use Google Ads actually see results that eclipse that 100% return on their investment<\/strong><\/a>by a long shot\u2026while other completely miss the mark.
<\/p>\n\n\n\n

In fact, there are horror stories<\/strong><\/a> of businesses losing thousands upon thousands of dollars due to inefficiencies or ill-fated campaigns. A few beginner mistakes<\/strong> can result in:
<\/p>\n\n\n\n

  1. Visitors landing on entirely the wrong page on your website and immediately losing interest.<\/li>
  2. Paying for search queries that have absolutely nothing to do with your business.<\/li>
  3. Shovelling more and more money into ads that aren\u2019t moving the needle in the slightest.<\/li>
  4. Getting tons of traffic from visitors that have zero intention of ever buying from you.<\/li>
  5. Churning out ads with no hope of ever gaining ground on your competitors.
    <\/li><\/ol>\n\n\n\n

    All the above will decimate your Google Ads budget faster than you can say, \u201cBroke.\u201d<\/p>\n\n\n\n

    I hate seeing hardworking business owners throwing good money after bad. So, today, I\u2019m going to tell you exactly where companies like yours most often go wrong with Google Ads.<\/p>\n\n\n\n

    Then, I\u2019ll explain how you can avoid falling into a Google Ads money pit yourself.

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

    1. Sending Visitors to Irrelevant Landing Pages<\/strong><\/h3>\n\n\n\n

    Right off the top, I need to make one very integral point: your home page and a landing page are not the same thing.<\/p>\n\n\n\n

    Sadly, there is a wealth of inexperienced, unseasoned people running ads that send their audience directly to the company homepage.<\/p>\n\n\n\n

    People who click PPC ads are generally looking for a particular product or service. If someone clicks your paid search result expecting something specific, and is taken to a homepage instead, they\u2019ll likely navigate elsewhere.<\/p>\n\n\n\n

    People want the most hassle-free navigational experience possible. They should be able to transact on the landing page, removing any barriers from the scenario.<\/p>\n\n\n\n

    This practice leads to bad quality scores<\/strong><\/a> and paltry conversion rates, which both increases your cost per click and takes a chunk out of your ROI.

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

    2. Having Keywords That Are Too Broad<\/strong><\/h3>\n\n\n\n

    With keywords, specification is everything.<\/p>\n\n\n\n

    Running with overly generalized, broad-match keywords will put you on wrong end of irrelevant search results fast.<\/p>\n\n\n\n

    For instance, say you\u2019re running a plumbing service. You\u2019d think using \u201cplumbing\u201d as your keyword might seem like it makes sense, right?<\/p>\n\n\n\n

    But think about all the different intentions someone might have if they type \u201cplumbing\u201d as their search term.<\/p>\n\n\n\n

    They might be looking for a plumbing job, a do-it-yourself plumbing blog, a general definition, plumbing tools\u2026anything else that falls under the plumber umbrella. Meaning, you\u2019re drastically reducing your chances for click-throughs and conversions.<\/p>\n\n\n\n

    From there, you\u2019ll see a significant increase in your costs per click and a decrease in your quality scores.<\/p>\n\n\n\n

    Then, your ads will sink to newer and more troubling depths in the rankings.<\/p>\n\n\n\n

    None of this is good.

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

    3. No Trial and Error Process<\/strong><\/h3>\n\n\n\n

    Earlier, I mentioned how some companies manage to blow the industry average $2 revenue per $1 spend out of the water.<\/p>\n\n\n\n

    This kind of success doesn\u2019t happen by accident. There\u2019s a rigorous testing period involved in order to learn what really does and doesn\u2019t work for your audience.<\/p>\n\n\n\n

    In Google Ad language, this is known as A\/B testing<\/strong><\/a>.<\/p>\n\n\n\n

    If you start your Ads initiative expecting results right out of the gate, you\u2019re setting yourself up for immediate failure.<\/p>\n\n\n\n

    Without taking the time to figure out what connects with your audience, it\u2019ll all-but guarantee low click-throughs and conversion rates.<\/p>\n\n\n\n

    If you haven\u2019t noticed a pattern here, the next part of that process is a higher cost per click and lower quality scores!

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

    4. Neglecting Negative Keywords<\/strong><\/h3>\n\n\n\n

    As vital as it is to let Google know what exact keywords for which your ad should pop up, you also need to indicate words for which you don\u2019t want your ad to show.<\/p>\n\n\n\n

    Those search terms you\u2019re looking to avoid are called negative keywords<\/a>.<\/p>\n\n\n\n

    For instance, say you\u2019re an electrician who provides more expensive services because you cater to a high-income clientele.<\/p>\n\n\n\n

    Imagine you add \u201celectrical services\u201d is added as a keyword. Google\u2019s default searching algorithm will show your ad for a range of phrases and broad match keywords, including \u201ccheap electrical services\u201d and \u201celectrical services for cheap.\u201d<\/p>\n\n\n\n

    All your search traffic will reach your site and be turned off by your prices because they were looking for bargain-basement pricing! Thus, leading to the cycle that drains your budget so substantially.<\/p>\n\n\n\n

    A skilled Google Ads partner will have a knack for these negative keywords and will ensure you receive the correct kind of traffic on your landing page.

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

    5. Putting Bids Over Quality<\/strong><\/h3>\n\n\n\n

    When has throwing money at a problem ever helped anybody?<\/p>\n\n\n\n

    Yet, that\u2019s what many individuals \u2013 in over their heads \u2013 working on Ads campaigns try to do.<\/p>\n\n\n\n

    To win out valuable Google Ad space, people will throw their budget away without focusing on quality score.<\/p>\n\n\n\n

    No matter how much you spend on outbidding competitors, it means nothing if your quality score stinks.

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

    Google Ads Are a Professional Discipline<\/strong><\/h2>\n\n\n\n

    You know how you\u2019ve spent years upon years honing your craft, whether you\u2019re an electrician, mechanic, or HVAC specialist, etc.?<\/p>\n\n\n\n

    There are people out there who\u2019ve invested just as much time learning the endless intricacies of Google Ads\u2026and still <\/em>haven\u2019t mastered this highly technical art\/science\/math hybrid.<\/p>\n\n\n\n

    All mistakes highlighted in this blog are only scratching the surface\u2014and they\u2019re a lot to digest on their own. Learning all the ins and outs of Google\u2019s advertising platform at the same time you\u2019re running a business is a tall order.<\/p>\n\n\n\n

    However, that doesn\u2019t mean you should turn up your nose at Google Ads.<\/p>\n\n\n\n

    Google Ads provides too many lucrative opportunities for you to ignore. There are many <\/em>companies like yours who\u2019ve seen a massive uptick in revenue thanks to Google\u2019s PPC services.<\/p>\n\n\n\n

    What\u2019s essential is finding a digital marketer who\u2019s equipped with the know-how, dedication, and savvy to generate a sizeable return on your Google Ads spending.<\/p>\n\n\n\n

    An expert with a proven track record who gets the concepts discussed in this blog like the back of their hand \u2013 and knows how to generate a significant return on your investment.<\/p>\n","protected":false},"excerpt":{"rendered":"

    As a business owner, you\u2019re probably no stranger to people trying to turn you into a believer in Google Ads. And the well-intentioned folks singing the praises of Pay-Per-Click (PPC) do have a point. After all, on average, businesses make $2 in revenue for every $1 they spend on Google Ads. So, why not jump at […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[69],"tags":[49],"featured_image_src":null,"author_info":{"display_name":"Megan","author_link":"https:\/\/www.trafficsoda.com\/author\/megan\/"},"_links":{"self":[{"href":"https:\/\/www.trafficsoda.com\/wp-json\/wp\/v2\/posts\/11588"}],"collection":[{"href":"https:\/\/www.trafficsoda.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.trafficsoda.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.trafficsoda.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.trafficsoda.com\/wp-json\/wp\/v2\/comments?post=11588"}],"version-history":[{"count":3,"href":"https:\/\/www.trafficsoda.com\/wp-json\/wp\/v2\/posts\/11588\/revisions"}],"predecessor-version":[{"id":13637,"href":"https:\/\/www.trafficsoda.com\/wp-json\/wp\/v2\/posts\/11588\/revisions\/13637"}],"wp:attachment":[{"href":"https:\/\/www.trafficsoda.com\/wp-json\/wp\/v2\/media?parent=11588"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.trafficsoda.com\/wp-json\/wp\/v2\/categories?post=11588"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.trafficsoda.com\/wp-json\/wp\/v2\/tags?post=11588"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}