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Why Isn’t Google AdWords Working For Me?

By Emily Birnie
Est. Reading: 3 minutes
28 / 100

Firstly, What Is Google Adwords?

Google AdWords is an incredibly effective way to drive new business if you know what you’re doing. If you don’t, it can be incredibly easy, yet frustrating, to spend a lot of money without seeing concrete results. In this article, we’ll highlight a few tricks of the trade that can help you to get a handle on your Google AdWords campaign and achieve the results that your business deserves.

Lets start simple!

We all have to start somewhere, so why not begin with your account? 

If you consider your account clean, organised, and you're still having other issues, then just skip this simple bit; but, if you are really, horribly stuck, just press these little things down below!

Organisation

You must order your Google ads account: that is first thing on your agenda. A messy account is only going to slow you down, throw you aside, and eat you whole if you let it descend into chaos. 

Campaigns & Ad Groups

Right, create a campaign for your entire company. I recommend sticking to one campaign overall as it may throw you off and the time spent may be pointless. Once you have your campaign, create some lovely Ad groups and theme them according to your business. For example, if you sell a range of toys at a toy store, try considering splitting Ad groups into things like “garden toys” and “inside toys” etc.

Theme Them

When filling your lovely Ad groups with keywords, consider the theme you’ve placed your ad under to keep things orderly. Your “outside toys” should only have keywords related to outside toys. this will help get the most relevant clicks and leads too!

Negative keywords

Okay this is the one which probably sounds the most daunting...

I mean what is a negative keyword? What do they do? Are they bad to use?

Don't you worry, you may be using broad or phrase match keywords and not negative keywords. This means there’s every chance that you’re wasting a lot of money on the wrong type of visitor. Put simply, negative keywords allow you to exclude people who won’t be interested in your products or services. For example, if you sell windows, then you probably want to make the word ‘Microsoft’ a negative keyword to avoid paying Google AdWords a small fortune for visitors who are actually interested in software. 

Be sure to check the ‘search terms’ report regularly and update your negative keywords list at least once a month. Negative keywords can be used to your advantage when fixing up your google Adwords!

Extensions

Sometimes, people won’t want to visit the website page you’ve selected for them. They might be looking for information that’s on another page or they might prefer to phone or visit you in person. Ad Extensions allow your visitors to do all of these things and it won’t cost you a penny more than a normal ad. In fact, since ads with extensions are proven to have higher click-through rates, it might even save you cash.

If you’ve never set up ad extensions before, then we’d recommend that you start with Sitelink Extensions. These allow you to select a number of additional pages that display underneath your ad and give potential visitors additional options. Contact details, other products, pricing information and special offers are examples of common extensions. Once the extensions are set up, your search ad will be far larger and more eye-catching and you may well notice an improvement in your click-through rate.

Hopefully, our advice will help you to improve your Google AdWords account and avoid some common newbie errors. Once you’re past these, the sky truly is the limit.

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