Why Can’t I Manage My Own Google Ads?

Typical Errors Committed by Business Owners

1. The Myth of “Set and Forget”

The idea that Google Ads is something you can “set and forget” about is a common misunderstanding business owners have when they advertise on Google. Constant optimization is key to Google’s platform to optimise returns. Unfortunately, many business owners are too busy to frequently tweak Google Ads settings, which can result in missed chances and undesirable outcomes.

2. Focusing on Areas Outside Your Service Region

A typical blunder made by local firms is to target advertising outside their service region. This leads to a rapid depletion of the PPC budget without producing targeted traffic. If you want to prevent squandering money on advertisements, it is essential to make sure that your advertisements are only displayed within the geographic service area that you have.

3. Missing Focus on Keywords

To target ads effectively, you must know the difference between broad, phrase, and specific keyword matches. If you use them incorrectly, you risk having too wide of a reach or missing out on potential clients. For example, although exact match keywords may restrict traffic, broad match phrases can draw many clicks that aren’t relevant. Expertise and trial and error are necessary for achieving the ideal equilibrium.

4. Showing Up in Pointless Search Results

There are some keyword searches that won’t help your company. If you sell ceiling fans, for instance, you obviously do not want your advertisements to appear in response to queries such as “pedestal fans” or “portable fans.” Avoiding irrelevant placements requires constant monitoring and modification of your keyword list.

5. Disregarding Negative Keyword Targets

In the case of broad match keywords in particular, ignoring negative keywords might lead to significant financial losses. Take, for example, the case where you sell baby formula; you would not want your advertisements to show for searches such as “hazardous baby formula.” In addition to wasting advertising budget, these discrepancies might damage your brand’s credibility.

The Answer: Work with a PPC Expert

Paid search advertising, when done well, can be a potent marketing tool, but only for those with the necessary expertise. To manage their campaigns, many digital marketing agencies seek to do so without the requisite experience, which ultimately results in dissatisfaction and the abandoning of the strategy. Google advertising can be difficult, so it’s best to work with a PPC expert who can help you understand the ins and outs of the platform and optimise your campaigns.