Displaying items by tag: Google Ads

Pay Per Click (PPC) or Paid Search is a great way to drive traffic to your website by paying every time your ad is clicked. Google Ads is the most common PPC platform, where you pay to compete for the top ad slots on Google's Search Engine Results Pages (SERPs). 

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Google Ads, your website and Fyre Festival - three things I bet you didn’t expect to read in the same sentence! However, in this blog post, we’ll explain the (potentially scary) relationship between the three.

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Google Ads can be extremely effective in gaining new business and more customers. You are able to capture potential clients who are searching for information about your products and services. Like all digital marketing techniques, the criteria list for a successful Google Ads campaign can be detailed, and there are always things you can do to improve it. You should start by building an effective list of keywords for your Google Ads campaign.

Using Google Ads is a way to drive traffic to your website by paying every time your ad is clicked. Google Ads is the most common Pay Per Click (PPC) platform, where you pay to compete for the top ad slots on Google's Search Engine Results Pages (SERPs). As the name suggests, you pay a price per click of the links or keywords put into place.

People generally use Google (or other search engines) when they search for information about a product or place. Research shows that more than 67% of all searches made on Google are carried out by those that want to purchase, book or reserve a product or service. Being able to target these people directly is a great way to attract more sales and conversions!

In this blog post, we’ll give you some tips on how to create and refine the perfect keywords list for your Google Ads campaign.


Be specific with your keywords

When you create a list of keywords for Google Ads, you should always keep them relevant to your business and services as Google highly rewards relevancy. Since it is important to be specific when it comes to creating a keyword list, we advise you focus on a single product or service per ad group.

You should have a separate list of keywords that are relevant to each of your ad groups within your campaign. For example, we offer website, graphic and logo design so would have a separate ad group for each service, plus a different list of keywords for each.


Think like your customers

When creating a list of keywords for your campaign you should always put yourself in your customers’ shoes. If you were the one searching for your service what would you type into Google?

Your potential customers may write different terms during their search on Google, therefore we recommend you include potential variations in your keywords list. These may include the synonyms, product names, alternative spellings etc.

Imagine you’re a local plumber… people might search for “local plumber”, but they may also search for “plumber near me”. You’ll want your ads to show for both of these search terms, so need to make sure you include them in your keyword list.


Include negative keywords

Negative keywords allow you to define the words that you don’t want your ads to be displayed for. This enables your ads to reach the most relevant customers to your business. For instance, if you were a car mechanic and included the negative keyword “-motorbike” in your list, your ads wouldn’t show in the results for “motorbike mechanic”.

It is important to choose negative keywords that you don’t want to gain clicks for, so that your ad is not shown if these words are used in the search term. In many cases, words like “free” or “cheap” don’t match the aim of your campaign, and avoiding clicks from visitors that are looking for something free would be paramount if what you are focusing on is premium products or services.


How we can help

We can help in this process by creating your Google Ads campaign and work through the keywords list with you, using our knowledge to create a solid list of keywords that will help increase conversions for your business. You can also find out more about our Google Ads service here.


If you’d like to discuss a project with us, drop us a line on This email address is being protected from spambots. You need JavaScript enabled to view it. or call us on 01353 882111. You can also find out more information on our services here

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We’re always on the hunt to get more from our marketing efforts. Who isn't? If you’ve never used Google Ads (Pay Per Click or PPC) to drive traffic to your website, then chances are you’re missing out on a massive amount of website traffic! More clicks to your website can easily translate into more visitors, leads, and customers for your business.

And, it can happen pretty suddenly… especially when you avoid all of these mistakes that leave advertisers broke.


Mistake #1: Not using the right keyword matches

There are three main categories of keywords that every Google Ads user should be familiar with:

  • Broad match

  • Phrase match

  • Exact match

The mistake people often make is using the incorrect keyword match type. Google allows you to run your ads with any of the keyword variations above. It’s vital that the correct ones are used. So, let’s explore each of the keyword types:

Broad match keywords:

When you add a broad match keyword, your ads are eligible to show when people search for your given keywords. Your ads will display regardless of the order of the words in the search.  So, if you run ads for “best graphic designer”, your ads will show for a broad match for “best graphic designers”, “the best graphic designer” etc. A broad match keyword also means that your ads will show regardless of what the user intends to do. Even if they aren’t ready to buy your product/service - as long as they mention a few of the words that relate to your keywords - your ads will display for them. In summary, don’t underestimate the power of a broad match keyword when creating your ads.

Phrase match keywords:

When you use phrase match keywords, your ads will appear when people search for your keywords in that exact order. Other terms can also appear around the term. For example, if your phrase match keyword is “best restaurant”, your ads will only show if people type in “best restaurant”. Sure, your ads can appear for other related keywords, but the individual words have to be in that order. So, your ads will also show for “best restaurant near me”, “best restaurant takeaway” etc. But they won’t show for “best chinese restaurant”.

Exact match keywords:

With exact match keywords, your ads will only display when the exact keyword that you’re targeting is typed in as a search term. Still using the “best graphic designer” keyword above as our example, your ads will not show up when people search for “best graphic designer agency” or “best graphic designer near me”.

According to some studies, exact match keywords convert better than broad match and phrase match keywords, but the number of average monthly keyword searches is usually lower.

Tip: If you want the best results, combine the 3 keyword match types.


Mistake #2: Lack of ad extensions (+poorly written ads)

Not having or using ad extensions is a  mistake that can be easily avoided. Google has made it easier for you to write better ad copy and adjust your ads to generate the best Return On Investment (ROI). With ad extensions, you can use sitelinks, call and location extensions to enhance your ad and its copy. Plus, it’s all on your Ad Extensions tab, when you log into your Google Ads account.

This simply means that you’ll add extra pieces of information or links to your ad. It’s like the rich snippet that you can add to your organic listings. You’re giving customers more reasons to click your ads and information about you as a company. Using ad extensions can be very effective at increasing clicks. Take a look at an example of our sitelink extensions:


The ad below makes use of location, phone and sitelink extensions:


The right ad extensions will really help increase your Click Through Rate (CTR). The challenge is to make sure that your landing page is optimised, so that when visitors land there, they’ll easily find what they’ve been promised by the ad they clicked on.


Mistake #3: Not understanding profit margins and conversions

When you’re running a business, you have to track your conversions and your profit margins. You need to do this to improve your revenue, not just your short-term profit. This also applies to your PPC ads. You should set up conversion tracking for inquiries or sales from your ads via the website landing page the ad has been setup with.You can actually save money when you understand how much you’re expected to make and what conversion rate will get you there.


Mistake #4:  Not using negative keywords

This is one of the biggest Google Ads mistakes we see. Why would you allow your ads to be shown to people who aren’t really interested in your product/service?By using a negative keyword, you can exclude keywords that aren’t a good match for your product or service. Doing so will lower your Cost Per Click (CPC) and increase your revenue, as you can choose exactly what you want to show your ads for. Many Google advertisers make the mistake of ignoring the importance of creating a negative keyword list and then wonder why their ads aren’t converting the way they want.

Let’s say that you’re selling a service such as cleaning for small businesses. You would most likely include keywords such as:

  • Local cleaner

  • How to keep my office tidy

  • Office cleaners near me

If you include the words “free” and “cheap” in your ad, it means that your ads will show up for people who may only be interested in free information. On the other hand, if you add the same keywords (“free” and “cheap”) to your negative keyword list, when people search for free information in your industry, your ad won’t show up and you won’t waste your budget on pointless clicks.


Mistake #5: Not bidding on your own brand

You should bid on your own brand name keywords, in order to increase conversions. Along with that, though, you have to pay attention to your brand’s value. When you bid on your own brand, you’re promoting your business and reaching out to your social media fans and customers. There is no harm in paying to be at the top, even when the user has searched for your own business, as if they had searched for another one of your keywords, you would be happy to pay for that click. You may assume that your brand name keywords are organically ranking #1 anyway, so there’s no real need to advertise it? The fact is, that if you’re not bidding on your brand name keyword, others will. And, these people will probably be your competitors who wouldn’t hesitate to take advantage of hijacking your potential website visitors.


In essence, your Google Ads should be targeted at the right people. This is the way to increase your traffic, generate better leads and ultimately increase sales. You’ve got to set a long-term goal for your campaign, not just one for the short term. If your goal is only to generate clicks to your landing page, you’re missing out. What are you going to do once you've completed this goal?

Remember that the customer lifetime value isn’t only on the initial conversion rate, but what happens after they become customers and whether they become recurring customers. Well worked out Google Ads boil down to targeting the right words and getting the correct match type, to reduce your cost per customer acquisition. Collating a list of negative keywords over time and driving potential customers to your site where you’ve set up a well-crafted funnel will improve conversions.


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