Just today, I was engaged to get better results on Pay Per Click for a cleaning guy in California and here are some serious problems that I noticed in the campaign:
1) All Keywords were in Broad Match (OMG big waste of money)
Did you know that when you place “roof cleaning” in broad match, someone searching for “buy new roof” or “roof installation” etc. could end up clicking on your Ad. What a waste of money if you never installed roofs!!
So not just choose keywords correctly also select the correct match type (Broad/Broad Match Modifier/Phrase/Exact)
2) Display Network was Switched on (Even more Wastage of Money)
Display networks are publishers or websites that have chosen to display Google Ads. Without careful monitoring, it is a big waste of money which people do not realize and just choose to go with the default setting wasting lot of their marketing dollars! Imagine a website providing “carpet installation” could be showing your Ads because you have “roof installation” placed in broad match & your Display Network is switched on. The broad match will match up your Ad because you have “installation” in both keywords.
Only if you know how Display networks would benefit, use ‘em or else just disable that option.
3) Only 1 Ad Written…Boring & Tough to Expect a click
Just saw the CTR (No of times it got clicked vs. it was shown)was less than 0.5% which was fairly obvious…which meansyou might end up with a low quality score. People not clicking on your Ads may send out a signal that your Ads are not relevant. In the long term, you might see a rise in per click costwith a declining quality score.
Always write multiple Ad copies and measure the performance to see which one is working & which one is not.
4) Bad Choice of keywords
Just everything that came up in Google suggestions was added without seeing what is useful, what is not.Absolute waste of money!!
Choose your keywords & monitor the performance constantly. With Google suggestions, you got to be careful in your choice of keywords.
Finally, the only 1 good thing I found was atleast the geography was set correctly. Atleast people in New York were not seeing the Ads show up for a Californian cleaning company!
Hope this helps you guys managing your Google, Bing Pay Per Click accounts! Call us if you need any help or have questions – 888-488-7287!or visit us at Clean Marketing Online – Cleaning & Restoration Contractor Marketing