I guess it’s inevitable for any business to run a Google Ads campaign at some point. Just think about it.
Google is the largest aggregator of people’s attention and you can’t simply ignore that. With roughly 4 billion users it’s almost certain that you customers are now typing something in Google’s search box.
But here’s the dealbreaker. It’s expensive as hell.
Not so many businesses can afford paying $1 per click and be profitable at the same time.
That’s just an average.
Amount of Cash You’re Wasting is Shocking
As you know, the auction model can drive the CPC up to ridiculous numbers on competitive keywords.
The best way to max out the performance of the campaign is to outsource the creation and management to professionals as they have premium tools and neat tricks at their disposal that you have no access to.
What about now? What can you do right away to make your Google Ads campaigns bring you more profits than they do currently?
Here are 3 easy yet tremendously effective tricks you can use in your campaigns right away.
Just login to your account and make these tweaks now.
They’re very easy to do, but have a profound impact on your campaign performance.
Switch the location options
Whether you’re creating a new campaign or have an existing one, there’s a setting screen where you can choose the targeting options.
One of them is location. You need to click “Location options” to see the available preferences.
Here’s the catch though. In order to make more money, Google recommends stuff that… is not that great for you.
But it’s very good for them (don’t forget they’re a business too after all).
There are two options that appear to be the same at the first glance, but they’re not.
The first one is “Presence or interest: People in, regularly in, or who’ve shown interest in your targeted locations” and it’s marked as “Recommended”.
The other one is “Presence: People in or regularly in your targeted locations”.
What’s the difference? Let’s say you sell bicycles in London.
If someone located outside London (or even the entire UK) types in the search box “bicycles London” or some related query that contains your target keyword and the location, your ad will pop up.
So the person who’s making this search is clearly not in London, and probably won’t be anytime soon and most likely won’t buy anything from you, but your ad is still shown.
Which leads to wasted impressions that lower the quality of your ad thus the CPC you’re paying (it drastically goes up if no one is clicking on your ad) and wasted clicks.
That’s the “interest” part of the first option. So please login to your account and switch this setting. Takes literally seconds to do, but it would save you a lot of money.
Switch to manual CPC bidding
Just like we discussed above Google’s favors options that are beneficial for them and not the advertiser.
Which is not ethical at all, but let’s put this discussion aside for now.
The next setting we’re going to talk about is bidding.
Let’s face it, everything in setting up a campaign is important. But bidding is one of the key factors determining the ROI you would get out of your ads.
If not set up correctly, it will make you pour your money down the drain with little to no results in return.
The option we’re aiming for is smartly hidden within the link “Or, select a bid strategy directly (not recommended)”.
You see the pattern? It’s not recommended as well.
That’s why it’s important to hire the right person to do that job as there are countless similar small tweaks that Google won’t openly tell you about.
So after you click the link, you need to select “Manual CPC”. It’s going to be the last option in the dropdown.
“But what about all these other options?”
These are all auto targeting options, meaning you let Google’s algorithm decide how to optimize the delivery and bids to meet your selected criteria be it maximizing clicks, conversions or keeping the acquisition cost below a certain amount (CPA).
It looks like kinda set and forget thing. Just pick the option and we’ll do the rest for you.
And they will. But at what cost?
Your Competition Will Destroy You
Auto management won’t beat manual management by any means. Needless to say that auto options make you spend more and the algorithm is glitchy sometimes.
And it requires a certain amount of data to function properly as well.
By choosing manual bidding you entirely take control over your spending and can precisely optimize individual keywords and ads which leads to huge ROI improvement.
Use advanced match options
If you ever created a Google Ads campaign you’re probably familiar with the concept of different match types of the keywords.
It’s a way of telling Google how exactly to display (or not display) your ad beyond keyword selection itself.
Let’s go over all of them, so you better understand what this trick is about.
The first match type is broad. It doesn’t require any additional symbols as you type this keyword into the keyword box.
So by default anything you paste is broad match.
What does it mean?
It means your ad gets triggered once any part of your keyword is presented in the search query in any position or form. It could even be related keywords, so the exposure is very high with the lowest amount of targeting.
For example, if you chose the keyword wireless headphones, your ad will be shown in many unrelated searches like:
what headphones are the best (the word “headphones” is presented here, but as you see it’s completely unrelated)
buy wireless charger cheap (the word “wireless” triggered the ad)
headphones pictures (simply wasted money, all you would get is huge bounce rate)
Also there would be lots of searches that include synonyms.
"We 2X Profits in 4 Weeks"
Just imagine how much of wasted impressions and clicks produce this type of match.
If you have any broad match keywords in your list, you’re basically flushing your budget down the toilet.
Not the best way to go if you’re a smart entrepreneur who’s looking for maximum ROI.
The next one is phrase match.
This one is a bit more targeted. The requirement here is the presence of the entire keyword, but with any additions and not necessary in the order specified.
In our example both terms “wireless” and “headphones” must be presented, but they still can be in any order, position or form.
The modifier for this type is quotes. So the phrase match keyword would look like “keyword”.
If the target keyword is “wireless headphones”, here’s the example of the search that would trigger the ad:
headphones that could be charged with wireless charger
Both keywords are here, but the search makes no sense in the context of what we want to sell.
The last of the three major match types is exact match.
The modifier here is brackets. The keyword would look like this [keyword].
As the name suggests, in order for the ad to be shown the search has to have the exact same word combination in the same order.
So the example query that would trigger the ad would be simply wireless headphones.
Here’s the question:
“If the exact match type gives much more control, wouldn’t it be smarter to use it only?”
You see, specific targeting comes with a price – you miss a lot of volume with good related keywords that could drive a lot of sales.
Here comes the trick
In order to get a lot of impressions of phrase match yet keeping the precision of exact match we simply need to combine them both.
The keyword would look like this: “+wireless.headphones+for.sale”
See the dots between the words? That makes a lot of difference.
It tells Google not to break these words and keep them together no matter what.
The example search here would be: cheap wireless headphones online for sale.
See how specific it is.
Another example here would be: buy wireless headphones for sale now.
It has the exact keywords we wrote in the exact same order.
Yet there’s still a ton of modifier keywords that could be inserted anywhere keeping the original meaning of the phrase.
It’s the best of both worlds.
Now you get a ton of targeted high converting traffic with as little spending as possible since you cut off all these bloated irrelevant broad match impressions and get only visitors that are truly interested in your offer.
This would make the sales go through the roof.
You deserve to be more profitable. Here at Skyrocket Clients we manage Google Ads campaigns in the most effective way possible.
Our goal is to drive lots of amazing paying clients to your business at minimal price so you can effortlessly scale up without dealing with troubles of hiring and training your in-house staff.
We created a PDF guide that shows how you can be the best in your market. It’s totally free, check it out below.