#1: Not Using the Right Keyword Matches<br /> three categories of keywords that every Google Ads advertiser should be familiar with:<br />Broad<br />Modified Broad<br />Phrase<br />Exact<br /><br />Best way to explain is using an example <br />Ex : Office space<br /><br />Exact match is self explanatory<br />Phrase match - Office space in DC<br />Broad match - office or space<br />Modified Broad - you can set keyword to trigger the ad, office or space<br /><br />#2: Using The Wrong Definition of Success<br /><br />Clicks are not equal to customers<br />Profit margin is different than conversion <br />Use this simple formula to calculate profit margin <br /><br />(RPC X Margin ) X no of clicks - CPC X NO of clicks /total cost<br />Cost per click – $1.00 Revenue per click – $10.00<br />Profit Margin – 0.3 Clicks – 1000<br /><br />#3: NOT Tracking<br /> <br />Make sure to always track your advertising.<br /><br />Even if your ads are generating an ROI, you should still be tracking so you can improve your ROI.<br /><br />#4: Ignoring Search Partner Traffic<br /><br />The Search network is a combination of Google.com and Search partners like AOL, Ask, and even Amazon.<br /><br />Performance in the Search Partner network is poor, you have the option to turn it off.<br /><br />#5: Treating Desktop and Mobile the Same<br />Advertising on mobile and desktop yields different performance.<br />If you are starting a campaign block your ads from showing on mobile devices, <br /><br />If you do target mobile devices, then make sure you optimize your pages for mobile.<br /><br />#6: Not Using Negative keywords<br />Not using negative keywords is one of the biggest Ads mistakes I see.<br /><br />By using a negative keyword, you can exclude keywords that aren’t a good match for your product or service. Doing so can lower your cost and increase your revenue.<br /><br />#7: Not Bidding on Your Own Brand<br /><br />This is huge - you always have to bid for your own brand, especially if your brand is recognized one. <br /><br />If you dont your competitors will bid on your brand and take business from you.<br />Most importantly brand search indicate intent and serious customers<br /><br /><br /><br />
