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You\u2019re actually more likely to be spending money on unnecessary clicks and driving your cost-per-click up.<\/p>\n<p>&nbsp;<\/p>\n<p>So how do you know if you\u2019re doing PPC wrong? This blog will guide you through the most common Google AdWords mistakes to help set you in the right direction.<\/p>\n<p>&nbsp;<\/p>\n<p>Common AdWords Mistakes:<\/p>\n<p>&nbsp;<\/p>\n<h1><strong>Mistake #1: Not Using Ad Extensions<\/strong><\/h1>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>In search campaigns, not using ad extensions is like ignoring your best friend. It doesn\u2019t make a whole lot of sense.<br \/>\n&nbsp;<br \/>\n<iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/lqK2xl6Li4A\" width=\"850\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/www.brandignity.com\/2016\/01\/understanding-google-adwords-extensions-and-how-to-use-them-properly\/\">Ad extensions<\/a> allow you to enhance your ads and provide a more personal touch to people looking for your product or service. If you haven\u2019t used ad extensions or don\u2019t know what they are, it\u2019s time to brush up on your knowledge of them to gain a better understanding of <a href=\"http:\/\/www.brandignity.com\/2016\/01\/understanding-google-adwords-extensions-and-how-to-use-them-properly\/\">how ad extensions work<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p>The Google AdWords program features ad extensions such as call extensions, sitelink extensions, location extensions, and several others. By setting these up, you\u2019re proving more information for people viewing your ads. If you use a call extension, then searchers are able to click on the phone number in your ad in order to make a call to your business.<\/p>\n<p>&nbsp;<\/p>\n<p>By not using these ad extensions, you\u2019re placing yourself at a significant disadvantage compared to your competitors. To start using ad extensions, let <a href=\"https:\/\/support.google.com\/adwords\/answer\/2375499?hl=en#create\">Google<\/a> walk you through the steps.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Advice:<\/strong> Apply ad extensions to specific ad groups, this will allow searches to see ad extensions that were created for the keywords they\u2019re searching for. Also, make sure you aren\u2019t just creating one or two ad extensions. Create all of the ad extensions that you feel add value to your business.<\/p>\n<p>&nbsp;<\/p>\n<h1><strong>Mistake #2: Not Using Ad Groups Effectively<\/strong><\/h1>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>This might just be the most frustrating mistake you can make\u2026.<\/p>\n<p>&nbsp;<\/p>\n<p>One ad group should NOT contain all of your keywords. Google recommends using 5-20 keywords per ad group, but another method is to use <a href=\"http:\/\/unbounce.com\/ppc\/doing-adwords-wrong-make-it-right\/\">SKAGs<\/a>. SKAGs are single keyword ad groups, and using the allows you to create ads that are highly relevant to specific search queries.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Advice:<\/strong> While using a single keyword for every ad group may not make sense, I\u2019d suggest using one to five keywords per ad group.<\/p>\n<p>&nbsp;<\/p>\n<h1><strong>Mistake #3: Not Eliminating Irrelevant Searches<\/strong><\/h1>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>Using the search query report in the AdWords interface, you get access to what people are searching for prior to clicking on your ad.<\/p>\n<p>&nbsp;<\/p>\n<p>Having information on searches will allow you to pick out the irrelevant ones and make them negative keywords. If you\u2019re hesitant on whether or not to add a search as a negative keyword, think about how it relates to your product or service. If it isn\u2019t closely related, then it\u2019s best to get rid of it.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Advice: <\/strong>Not sure where to start when building a keyword list? <a href=\"http:\/\/www.komarketingassociates.com\/blog\/200-plus-negative-keywords-to-consider-for-b2b-ppc\/\">KoMarketing<\/a> has a helpful list of 200+ negative keywords.<\/p>\n<p>&nbsp;<\/p>\n<h1><strong>Mistake #4: Only Using Broad Match Keywords<\/strong><\/h1>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>By only using broad match keywords, you\u2019re going to generate countless irrelevant clicks. Wondering why? <a href=\"http:\/\/www.smartinsights.com\/paid-search-marketing-ppc\/paid-search-strategy\/understand-adwords-keyword-match-types\/\">Smart Insights<\/a> breaks down each match type and offers an easy description of how each match type will make your ad appear. Being successful with PPC means being able to differentiate between match types and what searches can trigger your ad to appear.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Advice:<\/strong> Rarely use broad match keywords and know the difference between the different match types for both regular keywords and negative keywords.<\/p>\n<p>&nbsp;<\/p>\n<h1><strong>Mistake #5: Not Analyzing Your Results<\/strong><\/h1>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>Analysis is vital to success with any marketing method. If you\u2019re not proactive about analyzing your results, then how do you know what\u2019s working and what you need to change? Quite simply, you don\u2019t.<\/p>\n<p>&nbsp;<\/p>\n<p>To get you started, here are three incredibly beneficial articles for learning how to analyze a PPC campaign:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><a href=\"http:\/\/www.ppchero.com\/how-to-analyze-the-most-important-ppc-reports\/\">How to Analyze the Most Important PPC Reports<\/a><\/li>\n<li><a href=\"http:\/\/blog.adstage.io\/2013\/11\/06\/quick-start-guide-to-analyzing-adwords-performance\/\">Quick Start Guide to Analyzing AdWords Performance<\/a><\/li>\n<li><a href=\"https:\/\/searchenginewatch.com\/sew\/how-to\/2144344\/avoid-ppc-analysis-pitfalls\">How to Avoid 7 PPC Analysis Pitfalls<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Advice: <\/strong>Do your research on the metrics that will track your goals and monitor your account\u2019s performance on a monthly basis. Don\u2019t make rash decisions too quickly. Give your campaign time to play out so you can make informed decisions based on the data.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>What\u2019s Next?<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Start implementing these tips in your PPC campaigns and if you have any questions, let us know.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Author:<\/strong><\/p>\n<p>Ryan Hanehan is a SEM &amp; Content Marketing Specialist at KathodeRay Media, a marketing agency outside of Albany, NY. At KathodeRay Media, Ryan handles PPC &amp; SEO initiatives in order to help companies grow their visibility and acquire more leads.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Running a Google AdWords campaign requires an extensive amount of time and knowledge for it to be successful. &nbsp; When starting your first ppc campaign, it\u2019s important to consider the different types of PPC advertising and choose the campaigns that will offer the greatest benefits for what you want [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15621],"tags":[16804,15919,16805],"class_list":["post-30842","post","type-post","status-publish","format-standard","hentry","category-pay-per-click-advertising","tag-common-google-adwords-mistakes","tag-google-adwords","tag-google-adwords-mistakes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - 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