When you run a Google campaign, you’re spending money every single time someone clicks on it. Find out the 3 ways to keep in mind to avoid wasting money on Google ads.
Erik J. Olson (00:03):
The ways that you are wasting money on Google ads, what is happening? This is Erik J. Olson. There’s a really good chance if you’re running Google ads, that you are wasting your money. Now, here’s what I mean by that. If you are not in your Google advertising campaign on a daily basis, when you first launch it, you’re making a mistake. There’s a lot to be learned here by really nerding out and diving into the details of a Google campaign. Now at a very high level, when you run a Google campaign, like you’re, you’re spending money every single time someone clicks. And if you’re doing it wrong, you are wasting your money because either the wrong person is clicking or when they click and they go somewhere, whatever, wherever they go to is not the same message as what they thought they were going to get. So a couple of things to keep in mind, number one, you need to have the right keywords.
There are ways that you can do keyword research to figure out which keywords you should be going after. If it’s the top head keywords or long tailed keywords, there’s a difference in cost. There’s a difference in inventory. Meaning how many times people search for it or don’t search for it. There’s a lot of variables that go into it. So make sure that you do your research correctly. When it comes to picking the right keywords to go after now, this is a, a very short segment. So I can’t go too deep into that. Cause there’s other things I wanted to touch. We’re gonna keep this high level, but once you have your keywords, then you need to create the campaigns. Now you have a couple different areas where you can get texts in front of a perspective. Client. One is the actual like headline that people read.
And then the other is a more descriptive couple of lines below that make sure that what’s in that headline almost exactly matches what they search for. Now, in order to do this, you’re gonna have to come up with multiple variations of an ad. So what you don’t want is for someone to search for, I’m just gonna pick something here. That’s on my desk blue chapstick. You don’t want them to search for a blue chapstick and then you show them like an ad for, I don’t know, like a skin moisturizer, right? It’s kind of sorta related maybe, but not really. Nope, not even close. You should have an ad for each one of those. You shouldn’t also show them things like other kinds of lip balm besides chapstick, if they search for, and actually what I’m holding here is called chape lip, balm blue.
I’ll just pretend that blue is an important attribute of this product. So if you’re like, oh, Hey, by the way, I’ve got this other brand and it’s not blue. Here you go. That’s not gonna do it either for them. They search very specifically for chape lip, balm blue. Right? So ideally what you’re going to show them is an ad that represents that as closely as possible. If not exactly, ideally your ad would say lip ease, I’m sorry. Chap ease lip balm blue click here effectively is what it’s gonna say right now. That’s in the headline. And then in the description, there’ll be like, it keeps your lips moist. It’s very convenient very inexpensive, but the further away you get from that headline of saying chappy lip blue, the less likely it is that the person is going to one click on it. The person that you want is gonna click on it or two that is, you know, just gonna be relevant.
So they may actually click on it. And then when they get to the next page, which is your landing page, that’s when they may realize, oh no, no, no. Like that ad was for red chapstick and I wanted blue chap, ease, lip balm, not relevant. And so you just spent, who knows how much could be five bucks could be 50 bucks. In some cases could be 150 bucks for someone to click on that ad. And those numbers vary based on lots of different factors. Keep in mind the more demand there is for a particular keyword, the more expensive it is. So if you’re in a very populous area and you’re searching for something that’s very popular and there’s a lot of people searching for it, it can get very expensive to get on the first, you know, one, two or three spots of a Google search engine results page.
So make sure that your ad is very specific and very a high degree of matching between what the user SEARCHs for and, and what you show. So that really means you probably have to have variations of the ad to make sure that if they search for blue, blue comes up. If they search for red, red comes up. If they search for green, green comes up, I’m sure you could imagine for your own product or service, what that would mean as far as variations, but you wanna be as specific as possible. Now, number three is once they click on the ad, they go to your landing page. That landing page should not be generic. That landing page should be very specific for the thing they search, right? So we’re trying to do is give them like continuity between what they typed in search for what they see in the search engine results page.
And then when they click through what they see on the landing page, it should be like, it should be identical right now, again, with the example of blue chap, ease lip balm, that’s what they searched for. That’s what the ad would say. That’s what the landing page says. Now, if there’s a red variation of that, then you have three more ads and you have three more landing pages. If there’s a black variation, you have three more ads, three more landing pages. Each one of those variations of landing of, of headlines and ads goes to a variation of the landing page. Get it. So if you’re advertising for a lot of different services or products or offerings, then this can become very complicated. We typically here at Array Digital will deploy over a hundred variations of ads and landing pages. Now a lot of like the landing pages and even sometimes the ads is kind of the same one over and over and over again, but it’s, it’s modified slightly, right? So it’s just slight tweaks to try to just squeak out and like squeeze, I should say, squeeze, squeeze out that efficiency to try to make it as efficient as possible. So those are three tips for how to get efficiency out of your Google ads. Because the last thing you want is to be wasting money on people clicking, especially when you’re paying for every single click.