There are important supplements to SEO that you need to incorporate into your marketing strategy in order for you to get your business seen online. One of those is supplements is Boston Google Ads. When used properly, they are an excellent way to drive traffic to your website. However, when used incorrectly they can be costly and ineffective. Make sure you use Google Ads correctly by avoiding the following mistakes.
Not Grouping Keywords
One of the awesome features in Google AdWords is that you can create campaign advertisement groups to manage different types of campaigns. Within each of those campaigns you can break down your ads and keywords into groups. Just click on the “New ad group” button within a campaign to get started creating new groups.
If you don’t break down keywords into different groups, you’ll lump everything together. This isn’t good. The closer the ad copy matches the keyword you are trying to rank for, the more likely people are going to click on the ad. For instance, dentists should break their services down into different keyword groups. These groups can be something like “dental implants” and “cosmetic dentistry”. Separate these groups so you have the ability to customize the ad. This will allow you to change the ad for the term you want to rank for.
If you use a broad match keyword, your ads will show if the keywords are searched, regardless of the order. If you add “cosmetic dentistry”, your ad will show up for people who type “cosmetic dentistry” and “cosmetic and restorative dentistry”. Simply enter the term into Google AdWords without any kind of punctuation before or after the term.
If you select a phrase match keyword, your ad will show in a search when someone searches for your exact keyword phrase. It will also show if someone searches for a close variation of the exact phrase of your keyword with additional words before or after. The phrase match keyword “cosmetic dentistry” can cause your ad to show if someone searches “cosmetic dentistry”, “find cosmetic dentistry”, and “cosmetic dentistry near me”.
An exact match keyword is exactly what it sounds like. Your keyword will show up when a searcher types the exact word or phrase you are bidding on. So, if your keyword is “cosmetic dentistry”, your ad will show up when someone types “cosmetic dentistry”. A change to Google AdWords in early 2017 also allows your ad to show up when the words are reordered. So, your ad for “cosmetic dentistry” would also show up for “dentistry cosmetic”. Exact match keywords also work if a function word was added, removed, or changed. In this example, if your keyword is “cosmetic dentistry in Boston”, your ad would show up for “cosmetic dentistry in the Boston”, “cosmetic dentistry Boston”, and “cosmetic dentistry for Boston”.
Not Trusting Your Boston Google Ads Numbers
We can’t say it enough—analyze your numbers and trust them! Just because you made an advertisement and you love it doesn’t mean your audience does. If your numbers show that your audience isn’t responding to your ad, change it. You should always be running A/B tests on your copy and analyzing what is working and what is not.
These Boston Google Ads mistakes happen all the time. Digital Resource knows how to avoid these mistakes and how to fix them! Contact us at 561-429-2585.
Jules is an experienced marketing professional from Jupiter, Florida. She has experience in social media marketing, with a unique focus on dental practices. With a Bachelor of Science from the University of Florida, Jules brings professional and creative ideas to the digital marketing field.