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.