Do you sometimes feel like your Google Ads are too expensive? When done right, most people believe that Google ads are worth it. If too many people are clicking on your ads without generating sales, there is something wrong with your campaign structure or you might need to do some optimizations. Don’t lose heart, however, as there is a solution to every problem when it comes to generating online sales. When Google ads are expensive this is a signal to you that certain aspects of your campaign must be improved.
Whether the ads you put on Google are expensive or not depends on you. You will need to pay if people click on your ads. If the same person that clicks on your ad lands on your web page and buys the product, the click is worth it. After all, the whole point is to make money by featuring an ad you pay for in order to generate sales from the person who clicks the ad. However, when your ad is irrelevant to the person who clicks on it, this will cost you higher. There are many reasons why Google ads become expensive and here are the top eight reasons why.
1. Your keywords don't match your ads
When your keywords don’t match your ads, your Google ads become more expensive per click, costing you money as an advertiser. Each ad you feature really does become the voice of your service and products. The more you engage your visitors with its relevance, the more favorable the results you get. For this reason, everything on your web page must match. Your keywords need to match your ads. Find out which of the ads get the most clicks, create the most sales and bring in conversion but at the same time cost the least. Find the best keywords to use and make sure your ad headlines contain the same words. This will get noticed by individuals searching for these words. Group keywords by product, service or theme and this way you can create ads tailored directly to the theme specifically.
2. Your keywords are not grouped properly
Failing to properly group keywords will mean more expensive ads. What exactly does keyword grouping mean? Grouping keywords is the method of putting each keyword into groups that are closely related. Grouping keywords is essential for paid search marketing since it helps you produce optimized content for related keyword clusters. It is not unusual for marketers to overlook the importance of properly grouping keywords. Many marketers realize that creating better, tighter ad groups in your account will help you perform much better. The reason is that the relevance of your account will be improved when you organize the keywords in groups properly. All this hard work lowers your costs for every person who clicks your ad and this, in turn, brings up your Quality Score.
3. Your account is set to the wrong time zone
One reason your Google ads have gotten so expensive is because of wrong timing. Get on the time report tab and see which times each day are not producing great results and are costing more money than you are prepared to spend. Check to see if it is a waste of your ad payments to show ads on weekends. When you can see that it is not worth running ads on Fridays, Saturdays, and Sundays, you can fix your system for scheduling ads and turn them off on these days. You might wonder what is the basis for how Google schedules your ads. Mainly, these are based on your time zone where you live. When creating your account on Google, you are asked to choose your time zone. Therefore, when you are trying to target a demographic awake in a time zone when you are asleep, your ads may be scheduled in reverse. They may appear when your target audience is asleep based on your time zone. To solve this, set up ads targeting places in specific time zones. This way, the people you are targeting will see the ads.
4. Location, Location, Location
Have you double-checked the way you have been targeting your locations? Your advertisements may have been clicked by individuals outside the location you are targeting. Your ads may be displayed out of your coverage area. Make sure you check the report that shows you which locations your ads are showing in. You will find these on the dimensions tab. If there are places that are not producing the results you want, you will need to reduce the spend of these ads by adjusting your locations bids or exclude them altogether.
5. You didn't do the proper keyword research
You might want to review the initial keywords you have used for your site. Every day there are new searches on Google that have never been done before. This means that your customers may be searching using keywords that your competition did not even realize your demographic is using. You can do research on what your target market is using as keywords and this will lead to cheaper ads since there would be a lower costing for every one of the clicks.
6. You're not using enough negative keywords
When your visitors click on keywords that you included in the list of Negative Keywords, your ads won’t appear in the search results. Check to see what words your target market is using. Don’t underestimate how many people may be using negative keywords. If you are not using the correct negative keywords, you may receive off-target clicks. The way to find out what the actual searches are related to your site, go to the search terms report to see the specific keywords that result in ad clicks. Check the report for Placement Performance and you will see which ad clicks come from off-target sites. There is a list of words every campaigner should list down in the negative keywords such as Torrent or Free so that your ad does not appear for these searches. After all, you don’t want searchers who have no intention of buying anything to click on ads for products or services they won’t purchase in the long run.
7. You're using the wrong match-type
When you use many keywords with a broad match, you might get clicks for folks that are not really into what you have to offer. This does not mean you need to stop broad matching. Rather, use these carefully as there is a tendency to attract the wrong market and this leads to higher click costs. This is a lot of wasted time on both the clicker and on your page. In this case, less is more when it comes to using keywords. Check to see which keywords generate real results and stick exclusively with the ones that work well.
8. Your campaigns are not relevant
Your Google ads become more relevant when your relevance is not what you thought it was. Look at your site carefully and check to see if there is a clear goal for your landing pages. Check if these pages are understandable, easy to read and convey what you are offering. Is there a connection made between your landing pages and your ads? Pretend you are someone who saw your page for the first time, do yourself feel enticed and drawn to want to click your advertisements? Is there a connection between each keyword and your advertisements? Most importantly is there is a direct relation between your service or product and your keywords? When ads are relevant, then you get a lower cost-per-click as a reward from Google to their advertisers. Remember, what Google wants is for searchers to get to the pages they are looking for. When Google sees that your ad clicks are just not high enough, it is a signal to them that your relevance is not up to par. If searchers click on your advertisements but go back to click on the ads of the competition on the Google page, this is another signal that there is something off with your relevance. A general rule of thumb is that you will end up with high ad costs when your relevance needs work.
There is a reason that people have not stopped using Google ads and that reason is that they are worth it, when done right. There are a lot of different factors that involve a lot of tweaking and adjusting to get these ads done right. The results of great campaign optimizations are less ad spend and greater conversions. You need precise and accurate web design and development, email marketing, content marketing, social media marketing, social media management, local SEO optimization, search engine optimization, and search engine marketing for great results, very affordable ads and a successful online business that generates tremendous profits.