Is your Google Ads account bringing your business opportunity? If not, your campaigns may be suffering from lack of structure.
I still think about one of the first Google Ads accounts I had the pleasure to get started with. Thinking back, we are trying to help generate leads for a personal injury attorney who specializes in car accidents and slip and fall accidents. The website is recently redesigned and ready for new injuries to win justice for and we have a modest, but manageable budget.
I throw myself into the new account and start selecting keywords we want to show up for on Google, I start writing ads for these keywords, and I select website landing pages for visitors to go to when they click on our ads. I have to wait a few days for meaningful data to collect about my campaign, and when I finally get Google’s feedback on the campaign, I’m less than thrilled. To add insult to injury, the phone isn’t ringing.
Now I’m really nervous since I want to make a good impression. I start reaching out for advice from experienced friends and Google account representatives and find out that ignorance has taken all of my opportunities.
When I learned the err of my ways, I felt robbed of opportunity and discouraged, and my entire first week’s budget was completely wasted.
But the learning experience is not wasted!
You shouldn’t be robbed of opportunity like I was. You don’t have to feel the discouragement I did, and you don’t have to waste your budget trying to figure it out on your own.
So what makes the difference between opportunity and wasted budget with Google Ads? Many things, but start with account structure.
Remember the attorney? It turns out that all my keywords, ads, and landing pages were all in the same campaign and ad group. This is fatal for the success of the campaign because some people searched for help with a car accident and saw an ad for a slip and fall accident. Some people clicked on our slip and fall accident ads and immediately saw a car accident landing page.
No wonder we couldn’t make the phone ring, we didn’t make sure our visitors find help with their problem.
Once I found this out, I moved car accident keywords into their own campaign and moved the slip and fall keywords into their own campaign and ended the nebulous mess of the original campaign. Now the keywords, ads, and landing pages all match up and the phone rings.
If you’re running Google Ads (or thinking about starting ads), be sure to organize your campaigns into themes so your keywords, ads, and landing pages match up. A good rule of thumb is to setup a campaign for each service page or product category of your website.
Are Your Google Ads Working?
I may be able to help you improve, or start, your Google Ads. But I would like to know more about you and your business first. Let’s schedule a brief chat.