Pro Tips to Avoid Problems with Your Google PPC Ads

Though Google Ads, a pay-per-click advertising option, can definitely help you boost your sales, it can also help you go broke if you aren’t careful. Below are some of the best pro tips out there for avoiding common PPC ad mistakes so that you can ensure your ads work for you instead of against you. 

Make Sure You Use the Right Keywords

Before you launch your first PPC ad through Google, take the time to understand the difference between the three major categories of keyword matches: broad matches, phrase matches, and exact matches. You will need to choose one of these before running your ad, and it’s not as cut-and-dry as it might seem. Different industries can benefit from different categories, so be sure you do your research and choose the match type that works best for you. 

Write Professional Ads

Next, it doesn’t matter which match type you choose if your ad is poorly written or if you aren’t optimizing your ad extensions. Go over your ad copy with a fine-tooth comb and correct any spelling or grammar mistakes. Then, look at the extensions available to you and decide whether you want to use them. You can attach location, call, or sitelink extensions if they are ideal for you. You can even utilize social or mobile app extensions. These extensions simply allow you to add extra tidbits of info that could have a tremendous effect on the number of clicks you get. 

Don’t Shy Away from Negative Keywords

The term “negative keywords” sounds ominous, and for many, it sounds like something to be avoided at all costs. Believe it or not, if you aren’t using negative keywords to your advantage, then your Google PPC ads may not be as effective as they could be. Of the millions and millions of words that Google processes each and every day, a significant number of them are new. It’s important to utilize negative keywords in such a way that you can exclude poor matches and reach the people who are most likely to interact with your ad. 

Use the Right Ad Position

Though Google’s SEO algorithms are incredibly complicated, their ad ranking algorithm is relatively simple. All you have to do get your ad to appear at the top is bid more than other advertisers targeting your keywords and ensure your ad is high quality. That’s it. Of these two things, bid and quality, quality is the most important. Your ads can generate plenty of clicks even if they aren’t first in line. Most of the time, it’s a good idea to aim for positions three and four, so be sure to test your copy and position by changing your bid and cost per click as necessary. 

Google PPC ads are a great way to improve traffic and visibility, and in the long run, they can boost your sales a great deal. Make sure you’re using the right keywords – including negative keywords – in a professionally written ad. Then, make sure you target the right ad position and adjust things as necessary to get there. That’s all it takes to make your PPC ad campaign a success. 

How to Explain Google Ads to Your Grandparents

If you’ve been toying with the idea of utilizing Google Ads to advertise your business but you aren’t sure how it works, you’re in the right place. Below, you can learn the ins and outs of Google Ads in a way that will allow you to explain it to your grandparents with confidence. 

Understanding Google

Google is a company just like any other, and its main goal involves generating revenue. To do this as a search engine, they must be able to provide their users with the most relevant search results as often as possible. If someone searches for a red bicycle, for example, and they see photos of a red panda instead, they may feel frustrated and move on to another search engine. To ensure that this doesn’t happen, Google has created numerous guidelines and algorithms to ensure that only the best content – including advertisements – shows up among the first page of search results. 

The Premise of Google Ads

To put it as simply as possible, Google Ads is essentially an auction in which companies who are interested in the same keywords bid against each other for optimal ad placement. The goal is to outbid other companies who are interested in your keywords and create quality, relevant, professional ads attached to those keywords so that your ads will show up in an ideal location on the first page of results. 

As an example, assume you’re a baker and you want to place Google ads using the keyword “chocolate cupcake.” There’s a good chance that other bakers will also want to place ads with that keyword, but you can’t all be on the first page of ads. To determine whose ads go first, you and all the other bakers who want ads associated with the keyword will place a bid on that keyword and present the ads you want to run. Whoever bids the most – and whoever has the best ad – wins the best spot. Because these ads are PPC, or pay-per-click, you only pay when someone clicks your ad. 

Money vs. Quality

Even though your ad placement is based on your bid, it’s safe to say that ad quality is even more important than the amount you bid. As stated above, it is Google’s ultimate goal to provide their users with an accurate, high-quality service, and if your ad is not professionally written, it will likely receive an undesirable placement even if your bid was the highest bid of all. Google even scans the landing page – or the page where your ad link will take the person who clicks it – for accuracy, relevance, grammar, and spelling. Whichever option fits the keyword best will receive the best ad placement. 

Google Ads is essentially one big auction that requires companies like yours to bid for good ad placement. Unlike eBay auctions, though, you’re bidding with quality ads and landing pages just as much as you’re bidding with your money. Though it can take some time to truly learn the ins and outs of Google Ads, it’s a powerful tool that can benefit any marketer.