Have you set up a Google Ads account, thinking, how hard can it be? A few keywords here, a daily budget there, and boom, instant leads or sales, right?
…Until you check in a week later and realise your budget’s gone and all you’ve got to show for it is a bunch of clicks from people looking for things you don’t offer.
Unfortunately, Google Ads will happily spend your money whether the right people are clicking or not. And keywords can be sneaky. Some look helpful, but can actually be sabotaging your campaign.
So, if you’re DIY-ing your Google Ads, here’s a little keyword real talk from someone who’s cleaned up a few too many messy campaigns.
Broad Match can be a Trap…
Broad match keywords are like leaving your front door open and hoping only your ideal customer walks in. Spoiler: they won’t. You’ll get randoms. And lots of them.
You might think adding “wedding planner” as a keyword will show your ad to people looking for a wedding planner, and while it probably will, it’s also going to show it to people searching “wedding planning tips” or even “how to become a wedding planner.”
If you’re not adding negative keywords or using match types properly, you’re basically handing your budget to strangers and hoping for the best.
One Word Keywords…
We see this all the time. Someone adds “marketing,” or “flowers,” or “cleaning” as a keyword and wonders why their ads aren’t bringing in sales or leads. One-word keywords are vague, hyper-competitive, and attract people who are probably just researching, not necessarily buying.
And unless your budget’s as big as Coca-Cola’s, you’re not going to win those auctions. Be specific. Think like your customer. What would you type into Google if you actually wanted to buy your product or service?
Don’t try to be Google’s Thesaurus
Another classic mistake, trying to manually add every possible version of the same phrase. “Florist Auckland”, “Auckland Florist,” “Flower shop Auckland,” “wedding flowers auckland”, you get the idea.
It’s exhausting and unnecessary. Google’s smart enough to figure out close matches. If your ad groups and landing pages are set up properly, you don’t need to cover every variation like it’s a school project.
Competitor Names…
Going after competitors’ names in your ads can be a smart move, but only if you’ve got something solid to back it up. Cheaper pricing, more stock, quicker delivery. Basically, if you’re genuinely the better deal.
This works well for small to medium businesses and in instances where people aren’t fiercely loyal and are happy to shop around. But if you haven’t got an overly big budget and you’re trying to compete with the big guys, then you’re probably just throwing cash at people who already know what they want.
It’s not about casting the widest net; it’s all about setting the right traps.
Get intentional with your ads and be specific. Think like your customer when coming up with appropriate keywords. If you’re feeling a bit overwhelmed, we offer training options as well as outsourcing options if you’d prefer to hand over the reins.
