Are You Using Google AdWords? 5 1/2 Things That May Save You Some SERIOUS CASH!

For over a decade, Legacy Chillers has used Google AdWords as part of our overall marketing strategy. For the most part, the pay per click (PPC) venue has some significant advantages, specifically in its ability to target our marketing dollars at geographic areas. In all fairness, I have found an good overall value in working with Google AdWords PPC however, like most things, there are a few buyer beware components to this venue that Google does not go out of its way to share, in my humble opinion. 

Hence, the purpose of this post it to help my fellow decision makers save a few dollars and time. All I ask in return is a commitment to checking out what I have shared and, if it checks out, please pay if forward by sharing with others.  

#1 - What's the Ideal Landing Page for Your Prospects?

Easy, give them what they want!

One of the biggest and most common mistake is to send your PPC traffic to your company's home page. With few exceptions, the content on your company's home page will not provide the prospect with what they are specifically looking for. Sending a prospect to the wrong page has a double negative impact. First, your bounce rate will go up, meaning you have wasted your prospects time, and they leave. Second, Google will issue a low relevancy score to your key phrase (read more in this below) and potentially not show your ads as much. 

For example, if Legacy Chillers is running an ad for MRI Chillers, we would what to send the prospect to our MRI page and NOT HERE.  

Recommendation: Start your PPC build out with the page in mind.

Example: If you want to sell a particular model Carrier roof top package heat pump for commercial buildings, consider creating a page on your site that has relative information to that model. If your ad reads something like "Need a Carrier model XX heat pump, click here", and the link on this add takes the user to the specific page they want, you will have a much higher chance of getting a call or quote request. Furthermore, there is a good chance your page relevancy score will tend to be higher since your ad and target content are in sync. As with all search content, relevancy is KING! 

#2 - Selection of Key Search Phrases: 

OK, now that you a own a good landing page, with relevant content in sync with your ad(s), talking about your new line of Carrier heat pumps, its time to figure out what key search phrases to use. To start, Google AdWords offers some decent tools to help you determine what I call "Starter Key Search Phrases". PLEASE keep in mind that Google is also trying to sell you a service, so be smart.

There are also many free and pay services out there to help you build a good collection of keys. Where it gets interesting is getting into your prospects' head, trying to anticipate what they could potentially type into Google search to find your ads. Since you already have your targeted landing page designed (because you looked into my recommendation above right?) a great way to start is to scan your new landing page, looking for 2-5 word phases that match the same phrases that appear on your page. You will be amazed how this back and fourth can help zero in on your page content and the ideal text ads, while finding that repressive crazy gene you did not know ran in your family:-)

A good amount of keys on your first run is 20-25. Once your ads run for a bit, Google has tool that you can use for some hints as to what users actually typed when your ads got triggered. You be the judge. Again, Google is like any other company, and they may suggest some down right goofy keys, so do NOT just say "yeah ok" and pull them into your campaigns keys without thinking. Yep, I did that, and $PAID$ the price for it. 

The next step is to consider hiring a Google PPC partner company that will have access  to some excellent tools to further build out your keys. I have used several on-line freelance companies to help me with this. If you interested in going this way, send me a message on Linkedin and I would be happy to provide you with my short list of vendors that have done some solid work for me at fair prices.

#3 - Match Type, Potentially Saving you Some Big Bucks! 

First a little story: You walk into a four star restaurant in New York city, you sit down and after a bit, the waiter hands you this beautiful leather bound menu. You're thinking, man, I'd really like a nice steak tonight. You look over at the steak section of the menu and it says "Market Price".  This always makes me smile. To me, there is a conversation going on between you and the restaurant.   You are asking something like, sir, how much is this steak?  The restaurant is saying to you, sir how much can you pay me tonight? I think the above story relates well to what I will tell you next.

Let me frame what I have to say by reminding everyone that Google search marketing did not become a global powerhouse by getting lucky. There are some VERY smart people pulling the levers at Google central (wherever that is) and even though business owners at large will not out smart them, we can be better informed. 

Ok, that's all the sizzle onto the steak.

Google PPC offers three match types for your key marketing pleasure. These are Exact, Phrase and Broad. Before you do ANY advertising with Google PPC, you need to FULLY research and understand what these match types are all about.  I find it interesting, when using Google's key phase discovery tools, you will notice the system placing  heavier emphasis on utilization of Phrase and Broad match types.  It's also interesting that Google will try and message customers to consider adding more Phrase and Broad match types if you are not using all of your budget... "Hmmmm" I say.  I can not caution you enough about allowing Google to guess at what your target customers want or need. Please, think before you approve Google recommended keys into your PPC add campaigns. 

For an example, lets say your are the owner of the restaurant in my above story and you have just got a great deal on some T-Bone steaks you want to sell. So, you create a nice text add such as "Want a great t-bone steak?". Lets say someone who can't spell search for "great steaks to build my concrete pad" or worse you misspell the word "steak" in your key phrase, with your match type set for broad. Yes, you guessed it. Set for broad match type, there is a good chance that Google could serve up your ad. If the person initiating the search is not paying attention, you could end up paying Google $2,$3,$5 (or more depending on your market) landing a person to your restaurant's landing page that has no primary interest in what you are selling. Everybody has to eat right?  Trust me, the guy who can't spell is probably not going to pay for the "Market Price" steak offer. 

Recommendation, set ALL key phrases to Exact match. Spend extra time and money developing your list of exact key phrases and be CAREFUL with your add variants.  Check your spelling too. There is a LOT of information on this subject even provided by Google if you are willing to dig a bit. If you don't understand by reading on-line, call Google AdWords and ask for help. Even though Google is a business, more than willing to take your money, they will answer direct questions.  PLEASE educate yourself on match types, it will be well worth your time. 

#4 When Are Your PPC Adds Showing?

If you do not have a knowledgeable person answering your phones 24/7/365, consider running your PPC ads during working hours. Keep in mind that PPC customers are very much like the old days of direct mail. If they see your ad at the right time, and they need something your business provides, you should consider making sure there is knowledgeable person at the other end of the line when they call, or you would be better off just donating a little cash to your favorite charity. Here the painful part: This type of mistake would NOT be Google's fault. If they deliver the prospect to you, and you are not there to service the need, Google gets paid and you don't. 

#5 - Going Mobile!

A bit ago, I touched on the importance of your PPC landing page. If the landing pages you are sending your PPC traffic to is not mobile compatible, meaning the page automatically formats to a mobile device, you are in trouble. Internet search traffic on mobile devices is quickly trending. If your customers have to play the device to see your site content, your aforementioned bounce rate and relevancy rating will tank over time. 

# 5-1/2 - How I Lost Over 28k Not Being Smart With Google AdWords. 

To drive this post home, I want to share a video I posted in 2015 that puts a great punctuation on a lesson learned. As of this post, Google has not corrected this issue. This one issue cost my business over 28K. Considering how many PPC customers Google has, there is no wonder than it has not been corrected. Please consider spending twelve minutes to CHECK OUT THIS VIDEO. If its happening to you, please also consider complaining, or I believe it will not be fixed.

Well, that's it. I hope this information is helpful. Again, check out my recommendations by doing your own homework BEFORE handing over your hard earned marketing dollars over to Google. Please pay this information forward.