Is Google Poaching Money From Your Small Business?

Google Adwords Express Wasted Clicks & MoneyIf you’re not careful, Google could be poaching money from your small business.

How though? If you are running Adwords Express ads, you better read on as this post could save you hundreds of dollars.

Lately I’ve had a few phone calls from potential clients inquring about our Adwords management. They say they’re currently running campaigns but not seeing much in the way of results but receiving big invoices.

My first question is always “Are you running regular Adwords ads or Adwords Express (ADEX) ads?”. The answer is always ADEX. I give a small sigh and explain my issues with Adwords express.

What Is Adwords Express?

Google is well aware small business owners are very busy. Therefore they created ADEX to make it really easy for anyone to setup. And many small business owners, perhaps even yourself, took the bait. ADEX is a huge money maker for Google and it preys on busy business owners with markting dollars to spend.

So if you’re running ADEX ads or are thinking of, DON’T!!!!!

Why? Simple.

Adwords Express Is Very Limited

After two minutes looking into a clients ADEX account last year, I soon relized it was way too limited.

Here’s a couple examples.

In regular Adwords you can set your bid amounts per keyword, choose what keywowrds you want and don’t want to target, choose a large or very small geograpical area to display your ads in and track the analytics of each keyword. All the above are important.

You don’t get these options in ADEX however.

Of all the limited abilities of ADEX and my biggest issue is one that could be costing small business owners money and has Google poaching money from small businesses.

So what is it?

Branded Search Terms

Through my endless hours of sifting through client analytics, a vast majority of organic clicks are branded search terms.

This got me thinking, what do the search results look like when I search for a brand? 99% of the time the proper brand and business own the top organic result and even have their GMB page snippet on the right.

Here’s what the search results look like.

Branded Search terms Google ads

So we see two ads, theirs and a competitor. Now I understand how you could want to create ads that target competitor search terms. But if someone is searching for a brand, chances are they are looking for contact info and have already made their purchase decision up.

Now the above ad may not be an ADEX ad but a regular Adwords ad. And I’m not calling Lasik MD or whoever magaes their PPC out. But it’s an example of how if you’re not careful in both platforms, you can waste a lot of money.

In the above example I can guess Lasik MD is paying upwards of $6 + per click here. I don’t understand why because their GMB page snippet is on the right and their website is the first ogranic result. People will click on that ad even though the website is organically listed below. So in a lot of ways, Google is poaching money from Lasik MD by stealing clicks on their organic listing by having an ad at the top.

Again this could be because Lasik MD want their ad there. But if they don’t, it’s wasted money.

Imagine if they had 200 branded search terms perfomed a month and 15% of those people clicked on their ad at $6. That’s 30 clicks for $180. Over the course of a year that adds up.

And the branded search term is one example of the ADEX lack of ability to choose what search terms you target. Another example is people who could be looking for jobs or careers at your business. Or people searching for a paint store when you are a painting contractor.

After having looked through lots of PPC accounts, I’ve had my fair share of moments where I say “Why did this person search that term and click on that ad which is not even remotely close to what they are looking for!?” Regardless these clicks cost business owners money and only makes Google more money. Are you that business owner? If so, it’s time we talk.

Don’t watse money if you don’t have to and think deepely about signing up for Adwords Express.

Top image courtesy of Tax Credits

The #1 Mistake I see In Google Adwords Campaigns

Stop wasting money on Google Adwords

Are you running your own Google Adwords campaign? The chances are good you are wasting your spending budget on unwanted clicks.

I don’t want that. You don’t want that.

Read this post to find out to how to properly add keywords to your Adwords account.

I see it all the time with our new clients.

They’re getting lots of clicks but the conversions are low. They think they’re targeting the right search terms but no one is calling.

Does this sound familiar?

The chances are good your keyword match types aren’t exact.

Watch the video below to find out EXACTLY what search terms people are searching and clicking on your ads for along with how to make sure people are searching the exact search term you are targeting.

For The Newbies

Now for you newbies. If you haven’t yet added your keywords and are starting from scratch, even better!

The last two blog posts talked about how to setup a Google Adwords campaign and how to add adgroups and ads to those campaigns.

Read those to get caught up.

For today I’m going to show you how to add keywords/search terms to your Google Adwords account.

In this video you’ll learn how to:

  • How to use Google’s Keyword Planner tool
  • Find out what search terms people are using to find your product or service
  • How many queries those search terms are getting
  • How to avoid having your ads displayed for irrelevant search terms

Here is a link to Google’s explanation on the difference between keyword match types.

As I mentioned the next blog post will deal with landing page optimization so you can improve your ad quality score for your keywords you’re targeting. Stay tuned for that by signing up for our email newsletter to the right. You’ll receive our local SEO training kit right after signing up.

Image courtesy of Tax Credits on Flickr.

How To Setup a Google Adwords Campaign

How To Setup a Google Adwords Campaign

Have you been sent a postcard from Google offering you a deal on their Google Adwords service?

Maybe you’ve realized how important search engine marketing is but your website is no where to be found.

No matter what your reason is, you want to learn how to setup a Google Adwords campaign. You’ve come to the right spot.

Over the next few weeks we’re going to educate you, through a series of blog posts, on how to setup a Google Adwords campaign.

Google Adwords Campaign Settings

Back in 2009 when I first started in the online marketing world, my hosting company gave me a $100 credit for Google Adwords. I was so pumped, free money right?!

One problem. I had no idea how to setup a Google Adwords campaign. I winged it. And I wasted that $100 very fast.

Why? Because I didn’t spend the time to learn. But you know better than me. That’s why you’re here. I want you to get the most out of your campaign.

So today’s blog post will cover setting up your first campaigns settings.

At the campaign level you can set many different parameters. Within your campaign is where your ad groups and then ads are located. They share a budget, location and other settings. The next post will talk about ad groups and ads.

For today it’s all about the campaign settings.

In this post and video you will learn:

  • The difference between the Google Search and Display networks
  • How to set a targeted geographical area for your campaign
  • How to set a daily budget for your campaign
  • How to schedule your ads for when they should show
  • How to links to important pages on your website under your ads
  • How to add a call button on mobile ads and set a time schedule

If you don’t have a Google Adwords account, watch this video to learn how to sign up for an account. You will have to sign up for a new a Adwords account if you did receive a post card. Google doesn’t allow you to add the credit to your new account.


 
And now here is the video on how to setup a Google Adwords campaign.
 

 
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