Whether you’ve just started marketing your window business with Google Ads or if you’ve been using Google Ads for years, there are tips and strategies you can use to make the most of your budget. Don’t let common mistakes eat away at your monthly budget. Read on to learn about 3 Google Ads mistakes that could be costing you money.
Google Ads may be used by window professionals to drive traffic to their website, increase phone calls from potential customers looking for window installations, increase visits to their physical location, improve conversion rates, etc. However, with any marketing, it’s only worth the money if you’re getting the right results or ROI. Here’s why three common Google Ads mistakes might be costing you too much in the long run.
1. Not Using Negative Keywords
A common mistake made in Google Ads campaigns is neglecting to define negative keywords. In addition to researching keywords to target with your ads, you also need to research negative keywords to include in your campaign.
Negative keywords are search terms that lead users to your website who are not interested in your services or products. For example, users trying to research car window installation may be directed to your website. Driving traffic to your website through PPC costs money, and it’s not worth it to drive users to your website who aren’t interested in buying windows from you.
Below are some examples of negative keywords related to the window professionals industry:
- Custom windows icons
- Windows 10 installation
- Windows server
- How to install windows 10 from usb
- Windows installation disc
- Car window replacement
- Sliding window algorithm
- Sliding window air conditioner
- Window special permissions
- Windows special folders
- Windows system folders
- Microsoft windows special
As you can see, many of these negative keywords involve searches for help with the Microsoft Windows operating system for computers. You definitely want to avoid sending users seeking help with their Windows computers to your website. Save your budget for attracting users who want to buy windows and schedule window installations.
To avoid sending the wrong leads to your website, SEMrush recommends starting with a list of 50 to 1000 negative keywords and expanding the list every week. Sign into your Google Ads account, click Keywords, and navigate to negative keywords. Click the plus sign to create a negative keyword list.
You can use Google Ads Editor Help for guidance on how to add negative keywords to your campaign. Make sure that negative keywords do not match close variants and that all negative keywords are considered broad matches. Adding negative keywords will help you better target your intended audience and focus your budget where it matters.
2. Using Broad Match
Leaving all keywords set to “broad match” is an easy mistake to make. Unfortunately, it can cost you a lot of money. Broad match is the default match type on Google Ads, but most likely is not the right match type for sending traffic to your website.
A very broad range of search terms will trigger your Google Ads when broad match type is left as the default. Broad match type reaches the widest audience, but chances increase that Google will display your content to audiences whose searches are not relevant to the window professionals industry if you don’t change it.
With broad match type assigned to keywords, users’ searches containing synonyms, relevant variations, and misspellings of your keywords will trigger your ads. Google provides the following example: a search containing “buy ladies hats” or “women’s clothing” will trigger ads for the keyword “women’s hats.
Running broad match type keywords for your ads can become very expensive. To avoid losing money, be sure to use the correct match type.
- Broad Match Modifier (BMM) – A broad match modifier restricts the search terms that trigger your ads while still reaching a wide audience. To use BMMs, place a plus sign in front of keywords that have to be included in the search terms that trigger your ads. For example, if your keyword is “+replacement windows,” then the word “replacement” has to be in the search terms for your ad to display.
- Phrase Match – Phrase match keywords are designated by quotation marks. Search terms have to appear in the exact same order as the keyword, but different words can appear before or after the keyword. For example, the search terms “replacement window installation” and “home replacement window” would trigger ads for the phrase match keywords “replacement window.”
- Exact Match – The exact match option targets the most specific groups of customers. Search terms that match the exact term or close variations of the keyword will trigger your ads. These are designated with brackets. Google may still trigger your ads for close variations of the exact keyword. Exact match will limit the reach of your ads, but it may lead more relevant traffic to your website and increase your conversions.
Testing is the only way to figure out which match type options are the best for your window professionals website. Reference the search terms report to view the search terms that have triggered your ads. Beware of restricting keywords too much and missing out on displaying your ads to prospective customers. You can visit the Google Ads Help page on keyword matching options to learn more.
3. Only Using One Ad Per Group
Using only one ad (or one ad and its variations) per ad group will cost you in Google Ads. With only one ad, you do not know if a different variation of the ad would drive more traffic to your website and increase your sales.
To avoid losing money, create at least three ads per ad group. Test the ads and use the data to find out which one is the most effective. Create variations of the best ad and test them. Continue testing until you find the best performing ad for that ad group. You can test different headlines, descriptions, CTAs and extensions.
Improve your ROI by addressing these common Google Ads mistakes that may be costing you money. Focus on the best performing match types and the best performing ads for your ad groups and apply negative keywords to minimize costs and increase sales.