Shooting Google with a Shotgun!

When Branding on Google Can Get Your Company in Serious Trouble. Part 1

Pop quiz hot shot!

Imagine having to hit a bullseye from 75 yards away with each round costing you $10. You get to choose between a shot gun, or a sniper rifle.

Which would you choose?

Hopefully the sniper rifle.

Advertising on Google is just like this scenario.

It seems in order to reach new audiences all you would have to do is add more keywords semi-related to your audience and get more exposure right?

Well, I thought like this when I first started, but doing this can just be dangerous in today’s Google auction.

Before I became a pay per click consultant I Managed and studied over 110 accounts with Adspends of over $50K/month. Doing this taught me branding a company on Google by buying broad, unrelated keywords does not work. Especially when on a budget!

Paying $3, $5, or $8 per click in many cases just isn’t affordable for a few seconds of exposure. It’s critical to make every click count by bringing back dollars in return.

Over time not only have I’ve noticed, but Google and the industry leaders say accounts perform best on Google search when keywords, ads, and website landing pages all relate to a person’s search.

People go to Google to find instant answers to their problems and concerns. They’re conditioned to find instant information which is why Google is number 1.

A website has less than 10 seconds to show people what they want or they’re hitting the back button.

This is Google’s mission right from their website: “to organize the world’s information and make it universally accessible and useful.”

If people see an ad to buy glass adhesives when their searching for “plastic adhesives” then this is not useful or relevant to their search. Even if they click on the ad for some reason they’re going to hit the back button immediately because they need plastic adhesives and they’re being brought to a page about glass adhesives.

Over the years, Google has had many issues when delivering relevant information to their users. Issues way worse then what I described above.

Major companies would buy millions of keywords and have their ads all over the place in an effort to brand themselves. (This was also when clicks were pennies a piece)

Google took action and now penalizes you if your Ads, Keyword, and Landing page are not relevant to a users search.

Remember, they’re trying to deliver useful and relevant content here. They eventually created what they call a quality score.

Quality score is based on keyword’s click thru rate (CTR), the relevance of your ad text, landing page, and a few other factors.

A quality score is used every time your keyword matches a search. It’s used to influence your cost per click and ad position. The higher your quality score, the lower your costs and the better your ad position. Basically you’re being rewarded for having relevant Ads.

An ad showing to buy glass adhesives for the keyword “plastic adhesives” most likely has a very low quality score.

Here’s a video giving an introduction to Google’s quality score.

When bidding on broad keywords it’s critical to add negative keywords to your campaigns in order to lower your quality score. (it won’t directly lower your quality score, but will focus your ad to be shown for more relevant searches. This influences everything related to quality score in a positive way.)

If you’re bidding on a broad match keyword like “plastic adhesives” then anything Google finds similar is going to trigger your ad. So if you’re advertising glass adhesives, your ad can be shown very likely.

And if you have no negative keywords, you’re giving Google free range to determine what it finds relevant.

Personally that scares me because Google is a public company that has to please shareholders. Over time it seems Google has become pretty liberal with how they show their ads on broad match.

This is why negative keywords are crucial when bidding on broad keywords.

Here is Google explaining how to create successful keywords and the importance of adding negative keywords when selecting broad keywords.

And here’s another link explaining how the best headlines in Ads relate directly to the keywords being searched. (This isn’t always the case, but is a great place to start.)

Expanding to different audiences is certainly a smart and useful strategy, and is better done through Google’s content network. You can actually supercharge the search for your brand by as much as 155%!

It takes a completely different approach which we’ll save for part two.

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