The most committed sin on Google AdWords is not being relevant! This is the cause of a lot of wasted budget, low click-through-rates, expensive clicks and a poor Return On Investment (ROI).
It is crucial to match up what you want to say with what your audience is looking for. This is particularly important with Paid Search advertising.
Think about it.
If you were searching on Google for “Small Wedding Venues Hampshire”. Which of the following ads do you think would give you what you are looking for:
(These are all real adverts for the term “Small Wedding Venues Hampshire” but they don’t appear in this order on Google)
Well, top marks if you said the first advert!
This advert tell you that they provide wedding venues, they are in Hampshire and as a bonus it tells them a little about the venue and what they have to offer. BUT the very best thing about this advert is that when clicked it will take you to page called /weddings/hampshire which is exactly what I am searching for. I expect this advert has a high click-through-rate and high conversion rate on the website.
The second advert is telling me that it is a small venue like I’m looking for (“Intimate Wedding”) and it’s taking me to a wedding specific page on their website…but the hotel is in SURREY! I wonder how many people searching for venues in Hampshire give them a call..? This advert is likely to result in a lot of wasted budget!
And the third advert isn’t letting the potential customer know that they have what they are looking for at all! Are they in Hampshire? Are they a Small Venue? Am I going to bother clicking to find out? This advert is low in the rankings (found at the bottom of page 1) because Google recognises it as not being particularly relevant. I expect this advert has a very low click-through-rate.
So, what are the 3 Golden Rules of Being Relevant:
- One Ad Group Per Topic with Relevant Keywords and Relevant Adverts
- Make Sure Your Adverts Link to Relevant Landing Pages on your Website
- Lots of Negative Keywords (and I mean 100s!)