Transcript – 4 GOOGLE ADS Mistakes That Catch Out Beginners
In this video, I’m going to walk you through some of the very basic things that new advertisers on Google Ads get wrong. A lot of the time, Google are essentially trying to maximize their revenue for Google Ads. As a by-product of doing that, there is some options and things you need to be very wary of when you’re a new advertiser on Google Ads. I’m going to walk you through them in this video, coming up.
Hey, guys. Darren Taylor of thebigmarketer.com. My job is to teach you all about digital marketing. I that sounds up your street, you should consider subscribing to my channel. In this video, we are looking at the errors beginners make on Google Ads when they’re first trying to make their campaign started. In order to conserve their budget and make sure that budget is being used on everything that’s going to provide a great ROI. There are some settings within Google Ads you need to be very wary of when creating a new Google Ads account and a new campaign. I’m going to turn around right now onto my computer. I’m going to walk you through those right now.
Hey, guys. Believe it or not, one of the first pitfalls you’ll hit as a Google Ads new advertiser actually happens at the account creation stage. I’m going to go ahead and create a new account. I’m going to show you exactly what you need to avoid. I’m going to head over to Google. I’m going to type in ‘Google Ads’. I’m going to head over to the Google Ads website. I’m going to click the ‘Start Now’ button. I’m going to create a new account. Then, when you go through the process and accept the terms and conditions and you create your account as a first-time advertiser, you’re going to come to this screen right here coming up.
What is your main advertising goal?
What you normally see is you see and option to say, “What is your main advertising goal? Do you want to get more calls, get more website sales or signups, or get more visits to your physical location?” All of these things seem like good ideas, but I’m telling you now, they are not because if you continue using any of these ideas, you’ll be taken to Google AdWords Express.
This is a very basic product. I’ll link up a video I created previously in the description below. It’s an inferior product to the core Google Ads product and it has a lot less options and there is a lot easier ways to waste your budget. Overall, it’s just not an effective way to set up a PPC campaign on Google. It wastes a lot of money. You should definitely use the main Google Ads product.
If you find yourself on that page and you do hit that option, go back. What you’ll notice at the bottom of the page is you’ll see an option that says, “Are you a professional marketer? Switch to expert mode.” Ut might sound like, are you a professional marketer, will put off a lot of people, but I tell you something, you’re very unlikely to get any good results from Google AdWords Express. If you use Google Ads, the main Google core products, then you’re more likely overtime to learn how to use the platform. You’ll get better results than you could ever imagine compared to using AdWord Express. Be sure to hit this option here to switch to expert mode, as it’s called.
That will take you through to the main Google Ads products where your campaign set up can take place. This brings you onto the next snag you will find when creating a new account. Say, for example, I want to set up a brand new search campaign. I’m going to go ahead and click on ‘Search’. Then, there is different options to create campaigns with or without a goal. I’m going to create a campaign without a goal, then hit ‘Continue’. What you will notice on this page is you can put your campaign name in here. What I’m interested in is the option below that.
Currently, there are two boxes ticked here. One says, “Google search network,” and it says, “Include Google search partners.” As you will see when I highlight this, the Google search partner websites are websites Google own in their network, I guess, that are eligible to show your ads as well. Now, because of the intent and the quality of traffic to those networks, you’re less likely to get good conversions from those networks. As a standard procedure, untick this box because the traffic quality is significantly worse using the Google Partner Network. In addition to that, when you want to set up a new campaign on search, then you definitely don’t want to be on the display network.
If you tick to include your ads on the Google Display Network, what you’ll find is, you’ll waste a lot of budget serving ads to very broad audiences who aren’t specifically interested in your products. When you want to advertise on Google, you obviously think you’re going to be on the Google search results page, you’re going to be at the top of the page, or there and there about.
That’s where your budget is going to go. However, if you tick this option, then your budget is going to be used on the display network as well. When you go to other websites and you see banner adverts across the web, then you’re advertising on those areas as well across the Google Display Network. It’s not a good use of your budget. If you want to focus on getting searches and actually getting clicks from search on Google, you need to make sure you untick this option as well.
I’m going to go further into the campaign set up. Remember, this video isn’t about campaign set up, it’s about the areas and issues that you can find when setting up a new campaign as a new advertiser. I’m going to go ahead and go through the set up process and I’m going to hit the next snag that you’ll find when setting up a campaign. Once you do the basic campaign settings, what you’ll find is you get to the ‘Set up the ad groups’ step.
Step number two of campaign set up
Step number two of campaign set up. When you’re doing step number two, there is an option on the right hand side to get ideas for keywords. You might think this is very valuable, but I always stress, the first part of setting up a PPC campaign is to do your own keyword research, don’t rely on Google’s keyword research within Google Ads because what you’ll find is a lot of the keywords will not be relevant.
Let me show you an example of exactly what I mean. I’m going to use this tool here which says, “Get keyword ideas”. If I use this tool and I type in my product or service, if my product or service is an electrician, and I hit ‘Search’, I’m going to come up with a number of different keywords that I could potentially add every single one to my campaign, which is crazy because a lot of these could relate to a number of different services I don’t necessarily provide.
Electrician near me, that sounds like a good search, electrical installation, electrical companies. All of a sudden, you start getting further down. You get less and less relevancy. You see contractor, rewiring. How to be an electrician, this is a training question. Electrician hourly rate, this is someone who just wants to know how much an electrician can make. All of these different things, registered electricians, looking for electricians.
Some of these searches are good, some of them are bad, but what you’ll find is if I were to add every single idea, which is– This button shouldn’t exist. Google, I wish you’d remove this button. It should never exist because by doing this, I’ve added a ton of keywords to my campaign that are not relevant at all. In addition to that, it’s not that they’re just not relevant, it’s also the fact that there is a number of different focuses here, I guess, product focuses. Even if I did do all of these services, I’d break them into different ad groups anyway for more relevancy and higher quality scores and a better campaign set up. I wouldn’t necessarily have all of these different variations of keywords within here as well.
In addition to that, by automatically clicking that button, they’re all in the format of broad match keywords. If you know anything about campaign set up is that you don’t set a campaign up with broad match keywords. You have to use one of the match types. To be fair, Google does highlight the match types below down here. You’ve got broaden match. You’ve gotten phrase match. You’ve got exact match.
What it doesn’t have here is actually modified broad match, which is a very useful match type. I cover match types on other videos across my channel. I’ll link that video in the description as well. Ultimately, this shows you that all of these keywords here are not all relevant. Even if they are relevant to services I provide, I should break them down into subjects and focuses and have them a specific ad groups across my campaign. That’s another snag you will find when setting up a new campaign on Google.
I’m going to jump ahead into another account to show you another snag from what Google have done recently. That, I guess, could confuse new advertisers as well and it relates to keywords in an account. I’m going to jump across to the other accounts I’ve created previously to show you this as well. Here I am in another account just with some example data I can share with you.
What you’ll find is if I go into the keywords’ tab and go to a specific campaign just so I could look at the keywords within a specific campaign, and then go into the search terms report. If you don’t know, the search terms report shows you exactly what people have typed into Google to trigger your ads. In addition to that, it shows you which keyword was triggered as a result of your ads coming up on the search results.
What you’ll find is a lot of keywords in your campaign are exact match, because you want to make sure your focus of your search is targeted. You might think, now a keyword is set as exact match, it means that anyone typing in exactly that term might will trigger my ads, and if somebody doesn’t type in exactly that term, my ads shouldn’t trigger. That’s completely wrong because Google haven’t changed the way they’ve done exact match, which took place quite a while ago to be fair.
They made this change some time ago. It’s something to be aware of. That is if you look at the keywords ‘Search term’, then look at the keyword itself, you’ll notice that they’re not exactly exact match. You’ll see this option here that says close variant. The users typed in business electric rates and it’s matched to the exact match term, business electricity rates. Google says this is so you don’t miss out on additional goods searches or relevance searches.
I know from experience in this campaign when we first started running it, that we’ve now made electric a negative keyword, because the way people search meant that people typing in electric didn’t convert as well as somebody typing in electricity. That was an issue in the campaign that Google have opened us up to. It means we need a more comprehensive negative keyword list and it means a lot more work from a campaign setup point of view.
There are ways to automatically resolve this and very clever people have written scripts to resolve this issue, but all you need to do is be diligent because sometimes it could work in your favor. If it works in your favor then fair enough, but when it doesn’t and you’re not seeing conversions from close variants, be sure to add terms as negative keywords. For example in this campaign, once this issue was found electric was added as a negative keyword into the campaigns as well, to make sure as a phrase match negative any keyword containing the phrase electric wouldn’t trigger our ads in future.
It’s a bit more work you need to do, but ultimately it will just be something that’s generally okay for you in terms of your campaigns. You’re not going to see many issues from this, but where you do just be sure to check your search terms report, and then make any changes you need to make in order to improve the traffic quality, taking into consideration your close variants.
They are the four tips I’ll give you for new advertisers who are new to Google Ads and these are snags and issue that Google have put in front of you as hurdles. Google Ads is complex enough as it is, so having these issues in place isn’t very helpful. Hopefully, now you’ve watched this video, you’ll know what to avoid when setting up a new campaign in Google Ads.
Hopefully, you’ll be able to get better results as a result of watching this video. If you liked it, please leave a like below. Let me know in the comments if you’ve fallen prey to any of these snags Google have put in place in Google Ads. More important than that, check out the other content on my channel. Don’t forget to subscribe and I’ll see you guys on my next video.