Too Many Untargeted Keyword
It’s a massive problem and a common misconception to throw a whole bunch of keywords at something and expect great results; I see accounts that have been created using single campaigns, with single adgroups, loaded with 200+ keywords?? (we'll help you understand this below)
Remember… You’re getting charged for each single click. Whether the keyword is relevant and converts into a paying customer or not.
What do people expect is going to happen from stuffing a bunch of irrelevant keywords into a single adgroup and then serving a single ad “copy”?
It’s quite simple, it will waste money on irrelevant clicks that aren’t for an audience who will convert for you. Money gets wasted. No-one buys. Capiche?
That’s before we’ve even get into the Google Ads Quality Score factor, you need to have Single Keywords that are specific to Single Adgroups, with very specific Ad Copy that matches to the right page on your website.
In short, and if you can’t be bothered to read the linked article – Quality Score impacts the cost of each individual click you pay for; and over time, having a better Quality Score reduces the cost per click, and gives you a better position on the Google Ads Platform.
There’s obviously a whole lot more to it, but the key thing you need to take away is this:
Research -> Relevancy -> Engagement -> Conversion.
Another example is a distinct lack of “long-tail” keywords, yeah, what is that?
An example of a long-tail keyword if you are a plumber could be “my tap’s leaking, what should I do?”, If you were a real estate agent it could be “what’s my house worth?”.
Get the picture? It’s a phrase that a real person would type asking a question or phrase into Google. It’s high-intent, it shows exactly what they’re trying to do – which means you could then deliver the following ad copy to these potential customers:
“Leaking Tap? Free Inspection, Call Phil Now”
“Looking for a Property Valuation? Free Home Valuation”
You could obviously take it a lot further and make a super enticing offer specific to their query, but hopefully you now get the picture. It’s effective.
Is it complex? Sure.
Does it take time? Yes.
Is it worth it?
A 50+% Click Through Rate with a reduction of Cost Per Click by 900% says: yes it is.
The short story is keywords need to be specific, and they need to be researched and picked carefully. The underlying ad account architecture needs to be aligned with your services and be relevant at every step of the way.
It’s technical work, and it is creative work – but ultimately, it’s about having a strong business sense of who you are, what you do, how to position yourself and who your target audience is.